HK’s 2026 tourism vision takes shape to diversify visitor base, boost competitiveness

Hong Kong will embrace the “+Tourism” concept to integrate culture, sports, and tourism and pursue quality, sustainable growth to diversify visitor source markets this year, Secretary for Culture, Sports and Tourism Rosanna Law Shuk‑pui said on Wednesday.

Her remarks were made at the Hong Kong Tourism Overview 2026, where the Hong Kong Tourism Board (HKTB) laid out three key strategies to promote the city this year, including attracting new visitor segments, supporting the industry’s long‑term development, and highlighting the city’s strengths to boost competitiveness.

The plan includes reallocating promotional resources, with 75 percent deployed to international markets. Efforts will be intensified to attract visitors from ASEAN countries, the Middle East, India, and to pave the way into the high-potential EU markets. The remaining 25 percent will target the mainland market, focusing on non‑Guangdong cities to boost overnight arrivals.  

HKTB will maximize the potential of the upcoming airport-city blueprint project, Skytopia, to tap into the high-end yacht tourism market, and will cooperate with Hong Kong’s first Chinese Medicine Hospital to expand medical tourism.

It will also consolidate the city’s position as Asia’s leading cruise hub. Law noted that during the Chinese New Year Golden Week, there were cruise dockings in Hong Kong every day, with new luxurious ships calling, generating a range of economic benefits.

Law said the government will continue to expand Muslim-friendly infrastructure, increasing Halal-certified dining options and providing prayer facilities at major attractions for the growing Muslim visitor segment.

The city aims to attract 53.8 million visitors—an 8 percent rise on 2025—and Law is confident the target is attainable, given Hong Kong’s packed events calendar. She mentioned some of those upcoming meg events include ComplexCon, Art Central, Art Basel, the Hong Kong Derby, the Hong Kong Sevens and so on, which will generate a synergistic effect with the tourism industry.

HKTB said it will stage six flagship events and will expand its scale and promotional efforts to continue promoting Hong Kong as a premier hub for mega events. Some initiatives include extending the Hong Kong Wine & Dine Festival into a month-long event throughout November.

Hong Kong WinterFest will be scaled up and held beyond Central. Chinese New Year Night Parade will be expanded from a single event to run across the entire Lunar New Year period. Hong Kong Cyclothon and Hong Kong International Dragon Boat Races will also be upgraded with additions such as the World University Trophy.

HKTB will also partner with businesses to create a cosplay-themed Halloween month in October to draw young people and families as part of measures to promote Western festivals.  

New themed light festivals will also be launched gradually by this summer to replace “A Symphony of Lights.” The new show will have two parts, including immersive light performances staged at different times and locations to tie in with festivals, as well as permanent lighting installation at signature attractions – with the Peak among potential sites.

Furthermore, the “Taste. Hong Kong” Gourmet Guide published in January, which covers 250 restaurants recommended by over 50 master chefs, has received an impressive response.

The Board plans to release more themed travel guides covering all 18 districts. featuring film locations, traditional festivals, and customs.

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In addition, HKTB will enhance Hong Kong’s status as an Asian international metropolis and showcase its unique tourism experiences, including a new themed marketing campaign, partnerships with global media, and upgraded smart‑tourism services.

Law stressed that the Greater Bay Area is an “accelerator” for Hong Kong Tourism. The central government has introduced measures to ease travel to the city, including the Southbound Travel for Guangdong Vehicles scheme and the multiple-entry Individual Visit Scheme for Shenzhen residents.  

“We will further deepen Hong Kong’s role as a super-connector between the world and the GBA by developing more multi-destination travel products for international travellers,” she said.