How is UK visitation to Hong Kong and Macau performing, and are there plans to grow this market?
We’re seeing encouraging growth from the UK. Up to September 2025, almost 260,000 UK travellers visited Hong Kong which is around 15% up on last year. It’s a positive sign, but we know there’s more potential.
Air capacity is still only about 70% of pre-Covid levels, especially since Virgin Atlantic ceased its Hong Kong service. We now rely largely on British Airways and Cathay Pacific, but we’re expanding partnerships across the Greater Bay Area (GBA), where flights into mainland Chinese cities can help increase regional capacity. Overall, we’re on the right track, but there’s more to achieve.
Macau’s recovery is strong, with visitor numbers at 95% of pre-pandemic levels. From the UK, we’ve seen an 8.8% increase up to August 2025, and steady growth in arrivals.
We’re eager to reconnect with the UK market and highlight what Macau offers within the Greater Bay Area. Every city in the region has a unique culture and identity; rather than compete, we aim to complement one another.
Are there discussions underway to restart or expand UK routes?
Our home carriers are working hard to increase capacity. For example, the Manchester route has fully recovered to pre-Covid levels. We’re also monitoring growth from Mainland Chinese carriers operating between the UK and various cities in China.
One key strategy is to work more closely with regional Asian partners such as Japan, Thailand and Vietnam, so travellers can build multi-destination trips. With the excellent regional connectivity, particularly within the GBA’s “one-hour commuting circle”, visitors can easily travel between cities and maximise their time exploring rather than in transit.
How has visitor behaviour changed post-pandemic, particularly for UK travellers?
Travellers now seek wellness, slower travel and immersive cultural experiences. They’re spending longer in each destination and engaging more deeply with local heritage, art and nature.
Hong Kong’s hiking, cycling, neighbourhood exploration and family-friendly attractions, including Ocean Park and its recently celebrated panda twins, fit perfectly with these trends.
How do you position Hong Kong against other major Asian destinations such as Japan or Singapore?
We don’t see Hong Kong as a standalone destination. Instead, we position it as a gateway for wider Asian itineraries, especially into Mainland China and the Greater Bay Area.
Yes, there is some element of competition regionally, but we prefer to leverage each destination’s strengths to create richer, complementary multi-stop trips. That means travellers can delve into different cultures and experiences without long travel times.
What sort of multi-centre itineraries would you recommend?
A great itinerary might combine Hong Kong with neighbouring GBA cities such as Shenzhen, Zhuhai or Guangzhou which are all accessible within an hour. From Hong Kong, visitors can also easily connect to Japan, Thailand or Vietnam.
Each destination offers distinct cultural differences — something European travellers are already familiar with from multi-stop holidays — and the diversity within Asia is just as rewarding.
What unique experiences does Hong Kong offer that travellers won’t get elsewhere in the region?
The beauty of Hong Kong lies in its contrasts. Visitors know the skyscrapers, but many are surprised to learn that 40% of the territory is green space. Within half an hour, you can swap the city for hiking trails suitable for all levels.
Neighbourhood culture is a major focus too. We’ve revitalised historic districts while preserving their authentic grit and charm, which resonates particularly well with Western travellers seeking genuine local immersion.
Sustainability and accessibility are big concerns for travellers. What initiatives are underway?
Sustainability is inherent to Hong Kong’s landscape: two-thirds of the territory is protected green land. We’ve deliberately avoided overbuilding and prioritised conservation.
Neighbourhood revitalisation projects also help preserve authentic cultural districts. These initiatives provide genuine, community-based tourism that both protects heritage and spreads economic benefits.
Accessibility continues to grow as a priority, and we are working across the region to ensure transport, attractions and hotels are increasingly user-friendly for neurodiverse travellers and those with mobility needs.
What are the key messages for agents selling the Greater Bay Area?
Connectivity is the standout message. Travellers can fly into Hong Kong, enjoy a few days there, then reach Macau in 40 minutes by bus via the Hong Kong–Zhuhai–Macau Bridge.
There’s also 240-hour visa-free access when entering cities such as Shenzhen or Zhuhai, and excellent high-speed rail linking major GBA hubs. The convenience makes multi-city travel exceptionally easy.
UK travellers are able to book Greater Bay Area holiday packages through specialist tour operators including Wendy Wu Tours, Ying Wah Travel and Journaway.
What major events, anniversaries or new attractions should agents promote for 2026?
The Hong Kong Rugby Sevens is a must. This year it moved to the new Kai Tak Sports Park, a 50,000-seat, state-of-the-art venue that also recently hosted Coldplay.
Other highlights for 2026 include the Bun Festival, Dragon Boat races, and November’s major Cyclothon, which this year features university teams from London competing in the global student contest.
Many UK visitors come specifically for sightseeing and historical exploration. Interestingly, while many UK visitors still prefer five-star hotels in Macau, we’re seeing strong double-digit growth in bookings for three-star properties, suggesting a desire to explore older districts and hidden gems.
What initiatives do you have for travel agents?
We’ve long run the Hong Kong Specialist Training Programme, which now incorporates GBA product training, helping agents understand the wider regional offering.
We also arrange multiple fam trips for media and trade annually, encouraging first-hand experience. More fams are planned, and further details will be shared soon.
