Hong Kong allocates 75% of resources overseas to attract big spenders

Retail sales were $4.26b in September, up 6.4% YoY.

The Hong Kong Tourism Board (HKTB) is allocating 75% of its resources to international markets and 25% to Chinese Mainland regions beyond Guangdong, as it aims to broaden the city’s visitor mix.

Anthony Lau, executive director of HKTB, said at the Retail Asia Summit 2026 in Hong Kong that the board will focus on overnight visitors.

“The goal is not simply to attract more visitors, but attract more high-value travellers”, Lau said.

He noted in his presentation that Hong Kong received 40.7 million visitor arrivals during the first nine months of 2026, up 12% year-on-year.

Lau added that Mainland arrivals rose 14% to 31.9 million whilst international arrivals rose 4% to 8.8 million.

“We expect full-year arrivals to exceed 53 million,” the director said.

HKTB named the Association of Southeast Asian Nations, India, Central Asia, the Middle East and Russia as high-potential markets. In Europe, Lau cited the Netherlands, Italy and Spain.

“We are growing high-value segments, including meetings, incentives, conferences, and exhibitions, yacht tourism, and medical tourism,” Lau said.

Retail sales were $4.26b (HK$33.4b) in September, up 6.4% year on year, the 17th consecutive month of growth, according to Lau’s presentation.

To spread visitor spending, HKTB is promoting what it calls the ‘ticket stub economy’. Visitors to the recent Wine & Dine Festival at the Central Harbourfront can show their ticket stubs for more than 250 offers at participating restaurants and retailers.

The festival is followed by Hong Kong Gourmet Month, which runs through November with more than 400 restaurants and bars across the city offering special menus and dining promotions.

“Retailers who create products and collaborations that capture Hong Kong’s creativity add to the ‘Only in Hong Kong’ story, and if that sounds like you, come on board,” Lau said.

($1=HK$0.13)