Home » Hong Kong News » Hong Kong Faces Powerful Tourism Breakthrough as Visa Study Reveals Surging Global Demand for Mega Events and Major Untapped Visitor Growth Potential Published on
February 13, 2026Hong 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 DemandAdvertisementThe 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.AdvertisementAdvertisementShort Stays, Strong SpendingOne 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 spen …
