At the Arabian Travel Market (ATM) 2025—the Middle East’s premier international travel and tourism trade show—the Hong Kong Tourism Board (HKTB) made a strategic push to strengthen its ties with the Gulf Cooperation Council (GCC) region. With an impressive growth in GCC visitor numbers and rising interest from Middle Eastern travellers, Hong Kong is positioning itself as a top-tier destination for culturally attuned, luxury-driven travel experiences.
HKTB’s Strategic Focus at ATM 2025
ATM 2025, held in Dubai, served as an ideal platform for HKTB to unveil its robust strategy aimed at attracting more GCC visitors. This initiative includes tailored offerings that align with Middle Eastern preferences, expanded regional partnerships, and a clear emphasis on culturally inclusive experiences.
In 2024, visitor arrivals to Hong Kong from the GCC region surged by 69% year-on-year—a signal of growing demand and renewed travel confidence. Recognising this momentum, HKTB is doubling down on its market-specific initiatives, investing in destination awareness campaigns, building industry networks, and creating premium offerings specifically curated for Middle Eastern travellers.
“Hong Kong offers a compelling blend of experiences that align with the tastes and travel preferences of GCC visitors and Muslim travellers,” said Dane Cheng, Executive Director of the Hong Kong Tourism Board. “From cultural authenticity to premium hospitality and halal-friendly services, our destination is equipped to meet the expectations of today’s discerning Middle Eastern travellers.”
A Destination Tailored for GCC Preferences
Hong Kong’s appeal to GCC travellers lies in its unique blend of tradition and modernity. It offers a seamless East-meets-West experience—featuring vibrant urban life, scenic landscapes, rich cultural heritage, and world-class shopping and dining. Recognising the specific travel needs of Muslim and Middle Eastern tourists, HKTB has been proactive in enhancing halal-certified services, family-oriented attractions, luxury experiences, and wellness offerings.
These curated experiences are designed not only to attract leisure travellers but also to appeal to business and MICE (Meetings, Incentives, Conferences, and Exhibitions) visitors from the region, thanks to Hong Kong’s status as a global commercial and events hub.
Partnerships to Drive Market Visibility
As part of its efforts at ATM 2025, the HKTB announced significant partnerships to enhance visibility and engagement in the GCC.
One of the standout announcements was a Memorandum of Understanding signed with musafir.com, a prominent travel platform targeting travellers from Qatar. The partnership will focus on boosting awareness of Hong Kong among Qatari travellers through co-branded marketing efforts and digital campaigns. This includes customised travel packages, online promotions, and educational content aimed at showcasing Hong Kong as a family-friendly, luxury destination.
In a similar effort to tap into key GCC markets, HKTB also entered a strategic partnership with Almosafer, one of Saudi Arabia’s leading travel brands. This collaboration will involve targeted promotional campaigns and digital content to promote Hong Kong as a top travel destination for Saudi tourists. With Saudi Arabia being one of the fastest-growing outbound travel markets in the region, this partnership is expected to yield significant long-term benefits for both parties.
Further expanding its digital footprint, HKTB is also teaming up with Wego, the Middle East’s largest travel app and online travel marketplace. This collaboration aims to spotlight Hong Kong’s dynamic culture and world-class attractions, while offering real-time travel inspiration to millions of GCC users across Wego’s platforms.
Strengthening Air Connectivity
An essential component of Hong Kong’s tourism strategy in the GCC is its growing air connectivity. The city is now more accessible than ever, with multiple daily direct flights from Dubai and Doha, and frequent connections from Riyadh and other major cities in the Gulf.
This connectivity not only boosts leisure travel but also facilitates the movement of business travellers and event attendees. As Hong Kong reaffirms its position as a premier destination for exhibitions, global forums, and trade shows, improved access from the GCC region ensures it remains an attractive choice for a variety of travel segments.
Showcasing Hong Kong’s Diverse Appeal
At ATM 2025, HKTB brought together over 30 representatives from Hong Kong’s travel industry, creating a strong presence that highlighted the city’s multifaceted appeal. From luxury hospitality providers and travel agencies to shopping destinations and cultural institutions, the delegation showcased the depth and diversity of what Hong Kong offers.
Special attention was paid to themes that resonate with Gulf travellers, including:
Halal dining and prayer-friendly facilities
Family-oriented attractions like Hong Kong Disneyland and Ocean Park
Luxury shopping in iconic districts such as Tsim Sha Tsui and Causeway Bay
Wellness tourism, including premium spa services and nature-based experiences
Cultural immersion, from traditional festivals to modern art museums
This comprehensive approach ensures that visitors from the GCC region feel welcomed, understood, and catered to from the moment they arrive.
A Long-Term Commitment to the GCC Market
HKTB’s strategy at ATM 2025 reflects a long-term commitment to building sustainable relationships with GCC countries. The focus is not just on promoting travel but also on fostering cultural exchange, economic ties, and tourism-driven collaboration.
As air routes continue to expand and demand for personalised, culturally relevant travel grows, Hong Kong is well-positioned to be a preferred destination for Middle Eastern travellers seeking a unique blend of heritage, innovation, and hospitality.