Hong Kong Polytechnic University & Think China - Research on Travel Behaviors and Consumption Patterns of Chinese Domestic Tourists Visiting Hong Kong and Macau
Company overview
Think China is a research institution specializing in market insights and cross-border strategic consulting, established in 2013 with its headquarters in Beijing and branches in Shanghai, Guangzhou, and Hong Kong. For years, Think China has provided high-quality data research and strategic recommendations to enterprises, government agencies, and academic institutions, with services spanning market research, consumer behavior analysis, brand strategy, and digital communication. Leveraging its deep industry expertise and international perspective, Think China has become a vital bridge connecting Chinese and overseas enterprises. Its research findings are widely applied across tourism, retail, culture, and education sectors, establishing it as a leading think tank in China's research landscape.
Research background
With the gradual recovery of the tourism market post-pandemic, Hong Kong and Macau have once again seen a surge in tourist traffic, as they remain the most favored outbound destinations for Chinese domestic tourists. However, compared to previous years, tourists' travel patterns and consumption structures have undergone significant changes. Independent travel is increasingly replacing group tours, social media influence is growing stronger, and the rise of younger travelers is driving a trend toward experiential and personalized consumption. Additionally, policy factors such as simplified Hong Kong and Macau visitation permits, improved cross-border payment systems, and the implementation of tax-free retail policies are profoundly reshaping the competitive landscape of Hong Kong and Macau tourism. In this complex and rapidly evolving environment, stakeholders urgently require systematic research to accurately capture shifts in tourist demand, optimize service supply and resource allocation, and enhance the overall appeal and sustainability of tourism in Hong Kong and Macau.
Research scope
In March 2025, CEIDEA Research was commissioned jointly by the Hong Kong Polytechnic University and Think China to conduct a specialized study on the travel behaviors and consumption patterns of Chinese domestic tourists visiting Hong Kong and Macau. The research employed an online questionnaire format, distributed across multiple travel and lifestyle platforms, collecting over 5,000 valid responses, covering tourists from major cities including Beijing, Shanghai, Guangzhou, Chengdu, Hangzhou, and Shenzhen across different age groups. The study focused on key dimensions such as travel motivations, factors influencing destination selection, itinerary planning, accommodation and transportation preferences, shopping and entertainment consumption habits, satisfaction with destination services, and future revisit intentions. Using quantitative statistical models, the research provides a comprehensive analysis of tourist behavior patterns and consumption structures, aiming to evaluate the overall appeal of Hong Kong and Macau as tourist destinations, identify potential market pain points and growth opportunities, and provide empirical evidence to support destination marketing and service innovation.
Expected outcomes
This study is expected to provide policymakers and tourism practitioners with a precise and comprehensive set of tourist profile and market trend data, enabling the identification of high-potential consumer segments and their core needs, and optimizing destination branding strategies to enhance recognition and appeal across different market segments. Additionally, through quantitative analysis of tourists' satisfaction with various tourism products and services, the project will offer targeted recommendations for resource allocation, product design, and customer service improvements, promoting structural upgrading and sustainable growth in the tourism industry of Hong Kong and Macau beyond recovery.
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