Who are Today's Mainland Visitors?

Cross-border travel normalization has altered the competitive battlefield: Shorter stays, higher price sensitivity, and more intentional spending have redefined what commercial success looks like in Hong Kong and Macau. Following last year's white paper, this second volume investigates how Mainland Chinese tourist consumption behavior evolved in 2025, refocusing the business agenda from "how to recover visitor volumes" to “how to monetize changing travel patterns". The objective is not simply to profile visitors but to highlight where prime economic value manifests across segments, geographies, and touchpoints. The findings provide enterprises a firm foundation for optimizing targeting, merchandising, and spatial strategies.