Who are today's mainland tourists? THINK CHINA and PolyU share latest findings

This article is sponsored by THINK CHINA. 

Earlier this year, THINK CHINA and PolyU SHTM released findings from their joint study on the spending, mobility, and value capture of mainland Chinese tourists in Hong Kong and Macau.  

Combining academic research with industry perspectives, their white paper offers practical insights for enterprises to navigate evolving consumption behaviours—shifting the agenda from "how to recover visitor volumes" to “how to monetise their changing travel patterns".  

Shorter stays, greater price sensitivity, and more intentional spending are redefining what commercial success looks like in Hong Kong and Macau. The study, therefore, moves beyond visitor profiling to identify where prime economic value is concentrated across segments, geographies, and touchpoints—providing enterprises with a strong foundation to refine targeting, merchandising, and spatial strategies.  

Published in April 2026, this publication marks the second volume of a five-year study (2024–2028) that systematically tracks market shifts across the Greater Bay Area to deliver forward-looking strategic recommendations.

A white paper written by industry experts  

THINK CHINA was born from a simple question: “Why can’t it be easier to do business in China?”. Today, it is an award-winning digital consultancy with offices in Hong Kong, Australia, and Mainland China, backed by 15 years of experience in Chinese tourism marketing and thought leadership.  

The firm delivers integrated services across search engine marketing (SEM), creative design, social media marketing, eCommerce strategy, and web development, supported by in-depth research on competitor landscapes, market share dynamics, and evolving Chinese consumer behaviour.

You may have seen its strong showing at MARKETING-INTERACTIVE’s awards over the past few years, most recently winning silver for “eCommerce Marketing Agency of the Year” in June 2026.  

The School of Hotel and Tourism Management (SHTM), founded in 1979, is a world-leading institution for hospitality and tourism education and research. It has held top global rankings in fields such as "hospitality and tourism management," "commerce, management, tourism and services," and "hospitality, leisure, sport and tourism," and is ranked second globally among comprehensive universities in "hospitality and leisure management" in the QS World University Rankings for 2026. 
 
Together, THINK CHINA and PolyU SHTM also co-hosted a seminar to highlight the study’s key findings and success strategies, convening retail and tourism leaders alongside government representatives—including officials from the Hong Kong Tourism Board.

Benjamin Sun, co-investigator and managing director of THINK CHINA (left image), and Kam Hung, principal investigator and SHTM professor (right image), presenting at the seminar.  

Want to dive deeper?  

To view the full report, please download it here. Here’s what you can expect to find inside:  

• Detailed analysis of visitor behaviour and spending across retail, F&B, and accommodation   

• Pinpointing of high-value segments with the strongest commercial conversion potential  

• Mapped accommodation-to-shopping pathways with average transaction values   

• Core decision drivers that influence these visitors' purchase intentions  

For inquiries, please reach out to Alvin Tsoi, corporate communications manager at THINK CHINA: alvin.tsoi@thinkchina.com.