The Emerging Mega Event Economy: Visa Study Reveals Untapped Traveller Interest in Hong Kong's Events Calendar

02/11/2026

 

  • 45% of worldwide inbound travellers show strong interest in Hong Kong’s festivals and mega events, yet only 34% have experienced them, highlighting an opportunity to convert interest into travel bookings.
  • The majority (83%) of worldwide inbound visitors stay in Hong Kong for one to six nights, during which travellers spend an average of HKD28,817 (USD3,694) per person.
  • Credit cards are the most popular payment method (47%) used among worldwide inbound travellers in Hong Kong, with credit card users spending 20% more than the average traveller, driven by security, rewards, and convenience.

 

Visa, a global leader in digital payments, today unveiled the latest findings from its Consumer Payment Attitudes Study 5.0: Inbound Traveller Behaviours & Preferences (CPAS 5.0)1, providing a detailed analysis of the travel motivations, spending behaviours, and payment preferences of inbound visitors to Hong Kong.

The study reveals that Hong Kong’s mega-event tourism boom has arrived. Global visitors are increasingly shaping their itineraries around the city’s blockbuster events calendar, moving beyond interest to active trip planning centred on mega events and cultural festivals.

“Hong Kong continues to attract visitors with its world‑class mega events, vibrant food scene and unforgettable experiences, with many travellers planning their trips around concerts, sports and festivals,” said Paulina Leong, General Manager of Visa Hong Kong and Macau. “Seamless and secure payments are essential to unlocking the economic potential of these moments. Through our sponsorship of global events and widespread Visa acceptance, we support visitors end-to-end while helping local merchants and brands reach a broader international audience. Visa is proud to power a trusted payments network that reinforces Hong Kong’s position as Asia’s mega events capital and drives sustainable tourism‑led growth.”

 

From culinary dominance to the next major opportunity

Hong Kong’s reputation as a culinary capital is reflected in the 91% of visitors who engage with its local food experiences, whether by intent or action; the next significant growth opportunity is clear in transforming cultural curiosity into bookable, timed events. Festivals and mega events present the primary growth frontier, revealing a notable gap between interest and actual participation—an ideal space for tourism partners to capitalise on.

  • 57% of worldwide inbound travellers have tried Hong Kong’s culinary offerings, with another 34% interested in doing so on their next visit—a combined 91% engagement rate that positions food as the city’s strongest repeatable draw.
  • Festivals and mega events show the most significant untapped potential, as 45% express interest in experiencing them during their next visit, while 34% have attended them, signalling a strong opportunity to drive future visits to Hong Kong.
  • Arts and culture follow a similar pattern, with 46% interested versus 41% who have experienced such attractions.

 

Capturing the ready-to-spend traveller

The potential to convert cultural interest into booked travel is amplified by a key traveller behaviour, where the majority of inbound visits are concentrated within a one-to-six-night window. This creates a distinct segment of high-intent travellers who deliver substantial economic impact per trip, presenting a prime opportunity for targeted engagement.

  • Of all worldwide inbound visits, 83% last from one to six nights, with 47% of travellers staying for one to three nights, 37% for four to six nights, and same-day trips accounting for 6% of visits.
  • Worldwide inbound travellers spend an average of HKD28,817 (USD3,694) per person per trip.

 

Digital payments build confidence and fuel spending

Against this fast‑shifting backdrop, travellers increasingly choose payment methods based on trust, security, and premium perks, with contactless “tap‑to‑pay” leading the way in adoption and rewards maintaining strong appeal.

  • Credit cards lead as the most popular method (47%) used in Hong Kong, followed by local currency (HKD) cash (39%) and mobile wallets (29%). Notably, credit card users’ spending is 20% higher than that of the average inbound traveller.
  • Reflecting its rising adoption, 63% of worldwide inbound travellers rank contactless payments or tap-to-pay with mobile wallets as their preferred method for paying on a trip, illustrating the growth trajectory of digital wallet usage.
  • When deciding on a payment method for travel, worldwide inbound travellers rank security, privacy, and fraud protection (30%), convenience (27%), and wide acceptance (17%) as the most important factors.
  • This prioritisation of security and ease-of-use is further complemented by the value placed on premium features. For instance, 45% of worldwide inbound travellers rank earning rewards as a top desired credit card feature, followed by travel insurance (42%) and airport lounge access (40%).

 

For Hong Kong’s tourism ecosystem, these insights outline a clear path forward—convert high event interest into visits, capture the spending of travellers on focused trips, and enable it all through secure, seamless, and universally accepted payment experiences that make cultural discovery effortless.

 

 

1 Visa's Consumer Payment Attitudes Study 5.0: Inbound Traveller Behaviours & Preferences polled 350 consumers travelling to Hong Kong from overseas markets, covering a range of ages, income levels, and districts. The survey was conducted in October–November 2025 through online interviews with respondents aged 18 to 55, with household incomes at or above the middle-income tier.

 

About Visa

Visa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, sellers, financial institutions and government entities across more than 220 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement. Learn more at Visa.com.