Prudential targets GBA travel with new short-haul cover

Hong Kong resident departures to Shenzhen topped 45.7 million in the first half of 2026.

Prudential General Insurance Hong Kong Limited has launched PRUChoice Travel Lite, a short-haul travel insurance plan designed specifically for Hong Kong residents travelling within the Greater Bay Area (GBA).

The launch follows a surge in cross-border trips for leisure, shopping, dining, and events. 

According to the Census and Statistics Department, Hong Kong resident departures to Shenzhen through six major land boundary control points reached over 45.7 million in the first half of 2026, marking a 10.5% year-on-year increase.

Travel frequency is expected to rise further as cross-border infrastructure expands, including the new Huanggang Port, which is scheduled to open in the fourth quarter of 2026 with an updated clearance model to improve travel efficiency.

Prudential stated that the new plan aims to meet growing market demand for flexible, convenient coverage tailored to spontaneous and short-term journeys across the region's expanding "one-hour living circle".