The Guangdong-Hong Kong-Macao Greater Bay Area is primed to become a hallway for world-class tourism and cultural exchanges, bolstered by a surge in travel driven by favorable visa-free policies, efficient transport links, and the region’s emergence as a leading events hub. Lu Wanqing reports from Hong Kong.

Guangzhou’s exotic culinary delights — the aromatic steam of dim sum, and bites of slippery rice noodles and pillowy pork buns — always leave 15-year-old Malaysian Li Yue Ying in awe, a gustatory reminder of her family roots.

She’s equally fascinated with Hong Kong’s city vibes, which are familiar yet thrillingly distinct from those of the Chinese mainland.

“Hong Kong’s fashion scene and cuisine are a huge delight too,” she says, and Hong Kong and Guangzhou are like two sides of the coin in contrast.

British consultant Stuart Manktelow — a frequent visitor to the mainland since 2007 — also finds himself fixated on the country’s ever-changing allure, particularly given the now omnipresent buzz in Shenzhen’s technology scene. He still sees the mainland part of the Guangdong-Hong Kong-Macao Greater Bay Area as “uncharted territory” — “hearing those tales of innovation is one thing, seeing is another”.

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The Greater Bay Area is poised to become an integrated “must-see” destination for overseas travelers whose enthusiasm tallies with the 11-city cluster’s goal to make itself an East-meets-West cultural exchange hub and world-class tourism corridor.

Manktelow recognizes the great potential in promoting the Greater Bay Area as a prime destination to global explorers, with Hong Kong promising a sense of familiarity that can encourage them to venture deeper into Guangdong province, which adds a layer of extraordinary discovery.

Gateway momentum

The Hong Kong Tourism Board has flagged growing traction in cross-border, multi-destination travel among foreign tourists flocking to the country, favoring Hong Kong as a gateway to the mainland as well as a magnetic stop in itself.

Last year, over 40 percent of overnight non-mainland visitors to the city also traveled into the Chinese mainland, with nearly the same share exploring other Greater Bay Area cities.

Up to 20 percent of long-haul travelers — such as those from the United States, Canada, Australia and Europe — went across the boundary, an increase of between 10 and 20 percent from pre-COVID-19 pandemic levels.

China registered nearly 27 million foreign arrivals last year — up over 90 percent from the previous year. The Hong Kong Special Administrative Region recorded 10.5 million non-mainland visits in 2024 — a 44-percent year-on-year surge — as inbound tourism staged a bullish comeback.

Cathay Pacific and HK Express handled approximately 3.2 million passenger trips in July, chalking up a monthly record for this year. Both carriers anticipate further growth in September, driven by an influx of students, and in the coming months, as the whole nation celebrates two festive occasions — National Day and the Mid-Autumn festival.

Timothy Chui Ting-pong, executive director of the Hong Kong Tourism Association, has called for closer cross-boundary collaboration to cope with the substantial volume of foreign travelers to Hong Kong and other mainland cities. He believes boosting inbound tourism hinges on beefing up three fronts — easier visa-free transit, smoother transport links, and joint tourism packages by leveraging the unique offers on both sides.

Perry Yiu Pak-leung, who heads China Travel Service (Hong Kong), says favorable visa policies and direct air routes will boost inbound tourism, noting that Hong Kong’s open visa regime and extensive global air links have long been the cornerstone of its appeal to international visitors.

Travel policy shifts

Currently, passport holders from 170 countries and regions enjoy visa-free stays in Hong Kong, ranging from seven to 180 days. Hong Kong International Airport, with three runways and ranked among the world’s busiest, aims to serve 120 million passengers annually by 2035. But, as mainland hubs like Beijing, Shanghai and Guangzhou expand their global flight networks and relax entry rules, Hong Kong is under mounting pressure to innovate and keep pace, or risk being bypassed and losing its edge.

A 144-hour visa-free transit policy was introduced in 2023 for foreign tourist groups traveling from Hong Kong and Macao to Guangdong — a model that was extended to Hainan province last year. Under the program, citizens from over 180 countries and regions that have diplomatic ties with China can join groups of a minimum of two booked through registered agencies in either Hong Kong or Macao to enter Guangdong or Hainan through designated ports without a visa, for stays of up to six days.

Yet, these policies have been increasingly dwarfed by broader visa facilitators adopted on the mainland.

As of June, the mainland had granted unilateral visa-free access to citizens of 47 countries for stays of less than 30 days. Sixty ports in 24 provinces and cities, including those in Guangdong, allow 240-hour transit for passport holders from 55 countries without a visa. Currently, China’s visa-free program covers 75 countries and regions.

In view of these visa initiatives, Chui has proposed that the 144-hour visa-free transit for foreign tourists in tour groups to Hong Kong and Macao should be enhanced by extending permitted stays and expanding the range of cities foreign visitors are allowed to access. He is also calling for all Hong Kong-mainland boundary control points to be included in the 240-hour transit visa-free program.

Despite new infrastructure and policies, Manktelow sees a key tourist loophole that needs to be plugged — deep-seated anxieties about visas, border checks and transport that make the idea of a combined Hong Kong-Guangdong trip daunting. Such an information gap means that travelers may find the process overwhelming due to conflicting and outdated advice obtained online.

The challenge, therefore, isn’t about building bridges, but promoting them. To succeed as a multi-faceted destination, the region must achieve greater visibility on international social media and travel platforms, says Chris Cheung Mei-hung, a Sai Kung District Council member and licensed tour guide.

Yiu emphasizes that Hong Kong can bolster its role as a destination and travel hub by teaming up with mainland local authorities in promoting itineraries that start inland and end with departures from Hong Kong, leveraging some mainland cities’ 240-hour transit visa offer.

This would require reliable transport facilities and sustained appeal. Cheung says a regional travel pass could be issued, similar to Japan’s Kyushu Rail Pass, to capitalize on the Greater Bay Area’s robust rail and bus networks. Chui suggests that bundled weekly passes or air-rail combos could be introduced to enable multiple trips for a single fee. He is confident such a plan could be adopted, noting that officials in Yunnan province have expressed interest in such a joint venture with Hong Kong. In his view, southern China’s cohesive cultural vibe is ideal for developing themed tourism circuits that attract international visitors.

In Yiu’s view, there’s also a need for each city in the region to leverage its unique strengths. For Hong Kong, experts and visitors have consistently pointed to its diverse natural landscapes, outlying islands, coastline and international events as vital to maintaining the city’s status as a must-visit destination.

Beyond the city

For years, Manktelow has viewed Hong Kong as little more than a glittering, bustling, jam-packed business hub — a place to flit in and out of but never somewhere to hang around. His appraisal changed in 2020 when he stumbled upon what he says remains “the best meal of my life”. He recalls a clamorous day of high-stakes pitches for his sales team; as night fell, a Hong Kong colleague herded them onto a minibus bound for a seafood wonderland in Sai Kung, located in the New Territories.

“The seafood was unbelievable,” says Manktelow. It was later followed by adventures on hiking trails and fishing expeditions. He isn’t alone, as more and more people are starting to appreciate Hong Kong’s multifaceted nature — abundant in metropolitan hubbub, as well as natural and cultural treasures.

Cheung has seen a rise in the number of foreign visitors to Sai Kung District in recent years. “They’re consistently impressed that within just an hour, you can escape Central’s concrete forest for Sai Kung’s hiking trails and coastlines.”

The shift aligns with the global pivot toward experiential travel. As Yiu explains, tourists nowadays increasingly covet immersive experiences, whether it’s with nature or major spectacles like concerts, sports matches, or exhibitions, while the zeal for traditional souvenir shopping wears thin.

Hong Kong, which prides itself on its global stature and growing reputation as an events capital, is in pole position to capitalize on the momentum, he believes, adding that the opening of Kai Tak Sports Park has further ramped up the city’s ability to host major and spectacular world events.

Chui says Hong Kong’s deep-rooted international character makes the metropolis an ideal host for events that resonate strongly worldwide, citing the iconic Hong Kong Sevens rugby tournament and Coldplay’s barnstorming sold-out shows at Kai Tak earlier this year.

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Drawing on his own experience, Manktelow says sports tourism’s potent appeal is indisputable. A self-professed half-hearted tourist, he had visited Shanghai three times solely to watch the Formula One races, as well as Beijing’s National Stadium ahead of the 2008 Summer Olympics.

Yiu sees the upcoming 15th National Games, due to be co-hosted by Guangdong and the two SARs for the first time, as another potential gold mine for tour packaging, calling for coordinated efforts by government bodies, travel agencies and event organizers to launch group ticket and other product packages.

Cheung believes multi-destination itineraries, such as attending events in Hong Kong with accommodations in Shenzhen, could mitigate concerns over high accommodation costs and attract more visitors.

Travel agencies in the Greater Bay Area could augment communication to better align resources and craft integrated need-oriented tour packages, combining cultural experiences, hotel accommodation and retail discounts, he suggests.

That would further unfurl the economic benefits of inbound tourism, while charging the region’s bid as a unified, unmistakable stay for tourists’ China travel.

Contact the writer at wanqing@chinadailyhk.com