Future of Distribution
In 2024, Tourism Australia undertook a research project to unpack the post-pandemic complexities of tourism distribution.
Markets
Market insights snapshot - Hong Kong
Learn about market spend and recovery trends and consumer priorities for the Hong Kong market.
Market trends
- Arrivals from Hong Kong are approaching the 250,000 mark, for the year ending (YE) December 2025, representing a 15 per cent year-on-year increase compared to 2024.
- Hong Kong travellers spent a record A$1.4 billion on their Australian trips for the year ending September 2025, an increase of 14 per cent over YE September 2024.
- Hong Kong remains a top 10 growth market for Australia, currently ranking ninth in arrivals and total expenditure. Notably, two key segments saw significant gains: holiday travel spending rose by 22 per cent, while education-related travel spending increased by 24 per cent.
- The Hong Kong leisure market is a high-yield segment for Australia, with travellers spending an average of over $4,600 per visit.
- For nearly 40,000 (or 22 per cent) of Hong Kong leisure travellers, the ideal Australian itinerary includes an immersion into local flavours, ranging from vineyard tastings and farm visits to traditional Aboriginal food experiences.
Consumer trends
- Travel pattern: 49 per cent of Hong Kong travellers are holiday makers, 36 per cent are visiting friends and relatives, six per cent are business travellers and six per cent are education travellers.
- Pattern of travel: Self-drive / Road Trip is considerably the best way to travel around Australia with the world-class driving routes, well developed infrastructures and good network of car rental companies.
- New segment with increased spending power: The silver and retired segment is of growing importance, as this group is time rich and with high disposable income.
- Fly cruise and family cruise trend: For repeat visitation, fly cruise visiting regional locations over cruise excursion is getting popular. Celebrity Cruises and Princess Cruises get most awareness in market.
- Best value offer: Hong Kong travellers are matured and frequent travellers, they are willing to spend more on premium experiences and luxury accommodations. Safety and value for money are important for family and student travels.
- Digital and online booking: The use of mobile apps and online platforms for booking, itinerary planning, and sharing experiences, reflecting a trend towards digital convenience.
- Focus on Wellness and Health: Hong Kong travellers are more focused on wellness and nature post-pandemic. There has been a noticeable shift towards wellness tourism, with travellers seeking nature-based experiences, relaxation, and retreats.
- Sustainability Concerns: There is a rising interest in eco-friendly travel options, with consumers more aware of their environmental impact and preferring sustainable practices. Hong Kong is advanced in all the ESG practices with law enforcement.
- Culture and gourmet lovers: Hong Kong travellers are looking for authentic cultural interactions and experiences, such as authentic Australian cuisine, world class food and wine, traditional events, and immersive activities.
