Unlocking the Mainland Traveler

Hong Kong and Macau are at a strategic crossroads in their tourism recovery; while both cities continue to attract Mainland travelers, they face new obstacles to sustained growth amid shifting visitor profiles, evolving expectations, and increased regional competition. This context raises key questions for retail and tourism stakeholders: Who are today's Mainland visitors? Where do they come from? And how do they spend their time and money? To address these questions, this whitepaper offers a data-driven analysis of key motivations of Mainland tourists in 2024, examining factors such as age, income, travel type, and purchasing intentions to help stakeholders unlock high-yield opportunities through targeted strategies for the remainder of 2025 and beyond.

• Detailed profiling of high-potential Mainland visitor segments by income, age, travel type • Comparison of their behaviors and consumption between Hong Kong & Macau • Estimated travel spending across key categories, particularly in retail, F&B, and lodging • Strategic recommendations for industry stakeholders