Post-pandemic rebound

Last year, most of the world's travel destinations recorded arrival figures well above pre-COVID-19 pandemic levels, according to UN Tourism. Although Hong Kong's visitor numbers steadily increased to 45 million in 2024, they fell short of the 56 million in 2019, let alone the peak of 65 million in 2018.

After the COVID-19 pandemic, the travel patterns of inbound tourists have seen fundamental changes, from shopping-oriented trips to experience tours for eco-sightseeing, cultural appreciation and leisure. Meanwhile, Hong Kong residents show a growing enthusiasm for nearby mainland cities where they get value-for-money and consistent service quality.

During the National Day Holiday in October — the traditional peak season for the local tourism industry — over 97 percent of the 1.2 million mainland tourists chose to embark on self-guided travel, rather than group tours. These were discerning travelers seeking to enjoy more meaningful travel experiences.