A recent report by Omnicom Media Group (OMG) reveals that Mainland China has become a favored travel destination among Hong Kong consumers, who are opting for longer overnight trips, particularly focusing on dining and cuisine-related activities.
The “HK People Travelling to Mainland China” study, based on a self-complete online survey of 1615 Hong Kong residents aged 18 to 59, was conducted from March to April. It targeted individuals who had recently viewed video content on free TV, pay TV, or digital platforms. The study aims to uncover travel trends and behaviors among Hong Kong consumers visiting Mainland China.
The survey highlights a growing popularity of Mainland China as a travel destination among Hong Kong residents. Compared to the third quarter of 2023, the proportion of respondents who had traveled to Mainland China within the past six months increased from 53% to 61%. Similarly, the percentage of those who had done so within the past week rose from 10% to 16%.
Despite most day-trip travelers (63%) spending less than HK$1,000 on their last trip, the report suggests potential for increased spending, as 80% of consumers in Q1 expressed a strong intention to revisit Mainland China.
Regarding information sources for visiting Mainland China, YouTube remained the primary platform for Hong Kong travelers, with 50% of respondents using it. This was followed by Facebook (37%), search engines (36%), and Instagram (26%).
Interestingly, the age group between 35 and 44 showed a preference for Facebook, while the age group between 18 and 34 relied more on social media platforms such as Instagram and Xiaohongshu for their China travel information.