Southeast Asia leads tourism recovery with the Philippines as the number one market.
On November 29, Hong Kong welcomed its millionth visitor of the year from the Philippines, marking a milestone that reflects the city’s successful rebound as a top travel destination in Southeast Asia.
Miguel Linao, his wife Ana, and their three children received a warm surprise as they touched down at Hong Kong International Airport. Greeted by the Hong Kong Tourism Board (HKTB) team, they were celebrated as the millionth visitors from the Philippines in 2024 – a record-breaking achievement that surpassed the 930,000 arrivals in 2018.
“This isn’t our first trip to Hong Kong, but we never expected anything like this,” Linao shared. “We’re here to support our daughter in a gymnastics competition and, of course, to enjoy the sights. Hong Kong is always a quick and exciting getaway for us, just two and a half hours from home. We love the food, the theme parks, and the overall energy of the city. We all look forward to this trip,” he added.
Southeast Asia’s star market
The number of visitors from Southeast Asia has shown robust growth since the city fully reopened to international travelers, and this milestone highlights the Philippines’ growing role as a key market in Hong Kong’s tourism recovery.
From January to October 2024, Filipino visitors made up 920,000 of the 2.3 million Southeast Asian arrivals, an impressive 127% recovery compared to pre-pandemic levels. Across the region, numbers have rebounded to about 95%, cementing its position as the fastest-recovering market for Hong Kong tourism.
HKTB executive director Dane Cheng expressed his optimism about the region’s resurgence. “The increase in international visitor arrivals of the first 10 months in 2024 has been encouraging, especially from Southeast Asia. We are thrilled that Hong Kong has become the top travel destination for Filipino travelers,” he said.
“We know visitors from Southeast Asia love to come to Hong Kong to celebrate festive holidays, so we are stepping up our promotion of the Hong Kong WinterFest to entice more travelers to experience our city’s vibrant festive atmosphere.”
A Filipino favorite
For Filipinos, Hong Kong offers a mix of adventure and convenience. HKTB data analysis shows that most travelers from Southeast Asia are young and dynamic, staying an average of 3.4 nights and spending about HK$7,100 per trip.
Popular attractions include the city’s iconic theme parks, vibrant markets like Temple Street and Ladies’ Market, and cultural landmarks such as the Tsim Sha Tsui Promenade, the Avenue of Stars, and the Clock Tower. Upcoming events are set to draw even more Filipino visitors to the city:
- Coldplay Live at Kai Tak Sports Park: The newly opened Kai Tak Sports Park will host Coldplay’s Music of the Spheres World Tour in January 2025. With a 50,000-strong crowd singing along to their hits, it’s bound to feel like a sky full of stars shining in Hong Kong.
- Meet the Panda Twins at Ocean Park: Anticipated to take the spotlight in February 2025, Ocean Park’s newest residents—twin panda cubs—will make their first public appearance, drawing animal lovers and families alike.
As Hong Kong celebrates this milestone, it’s clear that the city’s charm and energy are the main reasons it stays as the top choice for Filipino travelers. From the vibrant streets to world-class entertainment, Hong Kong continues to welcome visitors with open arms, proving that it remains a destination that feels like home—with just a quick flight away.
