Published on
February 13, 2026
Hong Kong Faces Powerful Tourism Breakthrough as Global Travellers Show Strong Demand for Mega Events Yet Participation Gap Signals Massive Growth Potential as new findings from Visa reveal that nearly half of international inbound travellers are eager to attend the city’s festivals, concerts and major sporting events, while a considerably smaller share has actually experienced them. This clear participation gap signals a significant opportunity for Hong Kong to convert strong global interest into confirmed travel bookings, higher visitor spending and sustained event-led tourism growth.
Findings from Visa’s Consumer Payment Attitudes Study 5.0 reveal that 45 percent of worldwide inbound travellers are strongly interested in experiencing Hong Kong’s festivals and major events. However, only 34 percent have participated so far. This difference highlights a conversion challenge for the tourism sector. The desire exists, but it has not fully translated into travel decisions.
In recent years, Hong Kong has intensified its focus on large-scale experiences. International concerts, sporting tournaments, art exhibitions and seasonal celebrations have become central pillars of its tourism appeal. Unlike traditional sightseeing, these events are time-sensitive and create a sense of urgency, encouraging travellers to book flights and accommodation around specific dates.
Experience-Led Travel Is Reshaping Demand
The rise of event-driven travel reflects a broader global shift. Travellers are prioritising moments that feel exclusive and memorable. Whether it is a championship match, a global music act or a citywide festival, these experiences often become the main reason for travel rather than a secondary activity.
For Hong Kong, this trend presents measurable economic potential. Visitors who travel for events rarely confine their spending to tickets alone. They book hotels, dine at well-known restaurants, shop in retail districts and explore surrounding attractions. A single high-profile event can generate ripple effects across the hospitality and retail sectors.
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Short Stays, Strong Spending
One of the most striking patterns in the research is the dominance of short trips. Around 83 percent of inbound visits last between one and six nights. Nearly half of travellers stay just one to three nights, while more than a third remain for four to six nights. Same-day visits account for a smaller share.
Despite these shorter stays, the financial impact remains strong. On average, inbound travellers spend roughly HKD 28,817, equivalent to about USD 3,694 per person per trip. This indicates that Hong Kong attracts visitors who are prepared to spend at a premium level, even when their time in the city is limited.
Event-focused travel aligns well with this short-stay model. A weekend festival or major sporting fixture can easily fit into a compact itinerary. Regional visitors can make quick trips, while long-haul travellers may incorporate Hong Kong into broader Asia itineraries anchored around a key event.
Culinary Strength Remains Unmatched
While mega events are gaining attention, Hong Kong’s culinary scene continues to be its most reliable tourism magnet. The study shows that 57 percent of inbound travellers have already experienced the city’s local cuisine, and another 34 percent plan to explore it on their next visit. That results in a combined engagement rate of 91 percent.
Food is deeply embedded in Hong Kong’s identity. From street-side eateries and traditional markets to award-winning restaurants, dining experiences are diverse and widely accessible. For many travellers, tasting authentic local dishes is not simply part of the itinerary—it is the highlight of the trip.
This culinary strength reinforces the events strategy. A visitor attending a concert or sports competition is likely to spend the rest of the stay sampling restaurants and exploring food districts. In this way, gastronomy extends the economic impact of event-driven travel.
Arts and Culture Add Depth
Cultural experiences further strengthen Hong Kong’s appeal. Around 46 percent of inbound travellers express interest in arts and cultural attractions, while 41 percent have already taken part. Museums, heritage neighbourhoods, creative festivals and contemporary art spaces contribute to a balanced tourism offering.
This diversity allows Hong Kong to attract multiple segments. Younger travellers may focus on music and nightlife, families may gravitate toward cultural landmarks, and business travellers often extend trips to include leisure activities.
Digital Payments Influence Visitor Behaviour
The research also sheds light on how travellers spend. Credit cards remain the most commonly used payment method at 47 percent, followed by cash at 39 percent and mobile wallets at 29 percent. Notably, credit card users spend around 20 percent more than the average inbound traveller.
Contactless payments are rapidly becoming mainstream. About 63 percent of travellers prefer tap-to-pay through mobile wallets during their trips. Security and fraud protection are the primary factors influencing payment choice, followed by convenience and wide merchant acceptance.
Premium payment features also matter. Rewards programmes, travel insurance coverage and airport lounge access play an important role in shaping spending decisions. These benefits can increase both transaction frequency and overall visitor expenditure.
Closing the Participation Gap
The central takeaway from the study is clear: Hong Kong has a strong foundation but room to grow. Interest in mega events significantly outpaces actual attendance. Bridging that gap will require strategic marketing, simplified booking systems and seamless payment acceptance across venues and businesses.
By integrating event promotion with hospitality offerings and ensuring smooth digital transactions throughout the visitor journey, Hong Kong can better convert curiosity into confirmed arrivals.
As global travellers increasingly seek immersive, time-bound experiences, Hong Kong’s blend of world-class events, celebrated cuisine and efficient payment infrastructure positions it for continued tourism expansion. The opportunity now lies in turning expressed interest into sustained visitor growth and higher-value travel outcomes.
