Monday, December 11, 2023
In the post-pandemic landscape, Mainland outbound travelers increasingly favor Asian destinations over Europe, North America, and Oceania, with a notable surge in interest for Hong Kong. NielsenIQ’s report, ‘The Redefined Mainland Tourists,’ highlights Hong Kong’s popularity, ranking shopping as the top purpose, followed by sightseeing and vacation, according to 56% and 46% of respondents, respectively.
The visitor profile is diverse, with 30% seeking indulgence and 70% opting for authentic local experiences. Social media, promotional offers, and digital payment convenience drive this tourist dichotomy.
Engagement marketing and retail experience are crucial to maintaining relevance. Mandy Tam, VP of Consumer Insights at NielsenIQ, emphasizes the importance of unique product offerings and special editions, leveraging social media for engaging and targeted marketing.
While shopping remains a key draw, Mainland tourists now prioritize the overall retail experience. The report notes a 21% increase in travel spending in 2023 compared to 2019, averaging HKD 33,000 per trip. Fashion and beauty lead spending, with beauty products as the most planned category. The impact of inflation diminishes the price advantage, creating opportunities for promotions and enhanced retail experiences.
Despite shopping being the primary reason for visiting Hong Kong, a 48% shift during the pandemic indicates changing preferences. Macau sees increased spending, particularly in fashion, supplements, and personal care products.
Omnichannel dynamics are evident, with online purchases continuing as the norm, revealing a 42% reliance on overseas e-commerce sites. NielsenIQ emphasizes the need for a strengthened integrated omnichannel strategy to capitalize on the interchangeability of online and offline channels in this AI-and tech-led era.
Tags: Europe, hong kong, north america, Oceania, Tourism news
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