Survey: Residents show increased interest in mainland travel

A survey shows that Beijing, Shanghai, and Guangdong province emerged as the top three most popular destinations among Macau and Hong Kong residents.

Conducted by the Asian Tourism Exchange Center, the survey revealed that other up-and-coming hotspots include Chongqing, Guizhou, and Tibet.

This diversification is partly fueled by reduced international travel options and savvy mainland tourism promotion.

Though the pandemic disrupted travel in 2020 to 2022, the numbers have started to rebound – Hong Kong has recovered to at least 93.7% of 2019 levels, and Macau has increased by over 20%.

Questionnaire data, which involved 1,160 valid questionnaires, indicates that about half of respondents from both cities expect to travel to the mainland more often than in 2019, driven by pent-up demand, the appeal of China’s cultural attractions, and the favorable Hong Kong dollar exchange rate.

Sightseeing, healthcare, shopping, and leisure remain the primary motivations, with over 80% of travelers citing these as their main purposes. Notably, visiting friends and family constitutes a relatively small portion of trips.

Meanwhile, the survey has revealed striking differences in the travel patterns of Hong Kong and Macau residents to mainland China over the past year.

Data shows that 61% of Macau residents and more than 82% of Hong Kong residents expect to visit the mainland one to 10 times.

In 2019, Macau residents visited 40.4 times on average, while Hong Kong residents visited the mainland an average of 10.7 times.

Compared to 2019, the number of Hong Kong visitors to the mainland has recovered to at least 93.7% as of May 2024. For Macau, the number has increased by more than 20% over the same period.

Moreover, according to the survey, the information-gathering habits of the two populations differ – 29% of Macau residents trust recommendations from family and friends, while 26% of Hong Kong travelers rely on TV programs.

Travel agencies also play a significant role, with 24% to 37% of travelers booking through group tours and other agency services.

According to data from the Macau Hong Kong SAR governments, travel to mainland China through agency services has surged in the first five months of 2024. During this period, a total of 150,000 Macau residents traveled to the mainland via travel agencies. Of these, 47,000 Macau residents participated in group tours – an 80.7% increase from the same period in 2023. Moreover, 31,000 of these group tourists visited Guangdong Province specifically.

Despite the surge in mainland visits, the survey shows that Macau and Hong Kong residents still face challenges in trip planning, unfamiliarity with locations, and booking tickets for attractions.