---
title: "Hong Kong tourism chief targets more than 50 million visitors in 2026"
description: "Hong Kong's tourism chief, Rosanna Law, aims to attract over 50 million visitors by the end of 2026, highlighting optimism for increased tourist arrivals during the Lunar New Year. She noted a longer "
type: "news"
locale: "en"
url: "https://longbridge.com/en/news/274420959.md"
published_at: "2026-02-01T11:48:03.000Z"
---

# Hong Kong tourism chief targets more than 50 million visitors in 2026

> Hong Kong's tourism chief, Rosanna Law, aims to attract over 50 million visitors by the end of 2026, highlighting optimism for increased tourist arrivals during the Lunar New Year. She noted a longer holiday period in mainland China could boost visitor numbers. Law emphasized the importance of mega-events and sustainable tourism, addressing past issues with littering and damage at natural sites. The Hong Kong Tourism Board plans to enhance visitor experiences with an AI planner and expand hotel capacity by adding 4,400 rooms over three years.

Hong Kong’s tourism chief has struck an upbeat note on tourist arrivals during Lunar New Year and expressed confidence that visitor numbers will cross the 50 million mark by the end of the year. Secretary for Culture, Sports and Tourism Rosanna Law Shuk-pui said she was optimistic about a year-on-year increase in tourist arrivals over the Lunar New Year “golden week” holiday in mainland China, which runs from February 15 to 23 this year. She noted that a larger gap between Christmas and Lunar New Year would boost visitors’ desire to return to the city. “This year’s golden week holiday on the mainland will last longer than usual, for eight or nine days,” she said in a televised interview. “People will be able to spend time with family and still have time to travel afterwards.” Law said this year’s festivities, including a fireworks display, would be “bigger and stronger”, with the Hong Kong Jockey Club stepping up its efforts to celebrate the Year of the Horse. The former Yau Ma Tei police station, popular with mainland tourists for its exhibition on classic Hong Kong crime films, will also extend its opening hours during the Lunar New Year period. Law said that hospitality industry operators reported an uptick in hotel bookings after authorities confirmed the fireworks show for the second day of the holiday. Hong Kong’s New Year’s Eve fireworks display at Victoria Harbour was cancelled following the deadly inferno in Tai Po in November. Commenting on Beijing’s earlier travel advisory against trips to Japan, Law noted that the country had also recently been hit by poor weather and snowstorms, which made southern destinations more appealing to tourists. “Given the geopolitical factors or the national policy, such as advisories about travel to Japan, I believe Hong Kong would benefit to a certain degree,” she said. Addressing concerns about sustainable ecotourism, Law cited previous incidents in which mainland tourists left public toilets and beaches strewn with litter at Ham Tin Wan in Sai Kung on New Year’s Day. Tourists also damaged coral and started fires at Sharp Island during the national day golden week holiday last October. She said the Agriculture, Fisheries and Conservation Department (AFCD) remained highly concerned about the management and cleanliness of natural attractions. “AFCD staff will forgo their holidays during the Lunar New Year period and will be stationed at popular hotspots to ensure proper oversight,” she said. “For example, when it comes to cleanliness or tourists who are not familiar with Hong Kong’s laws and regulations, we will consider strengthening publicity, education and persuasion.” The Hong Kong Tourism Board would share real-time information on the flow of visitors at popular attractions over the holiday, she added. Law said she was confident that visitor arrivals this year would exceed 50 million, surpassing last year’s figures, with mega-events as one of the bureau’s focus areas. Hong Kong welcomed around 49.9 million visitors in 2025, a 12 per cent year-on-year increase, with mainlanders accounting for nearly 38 million. She said some of the board’s flagship events, such as the Wine and Dine festival and Winter Wonderland in Central, still have room for expansion while the Hong Kong Sevens – the three-day rugby tournament and festival – would be celebrating their 50th anniversary this year. “What I seek is a steady increase in tourist numbers,” she said, adding that the city had sufficient capacity and appeal to ensure visitors enjoy a good experience, while residents could continue “showing their hospitality to tourists in Hong Kong”. She said the board would launch an “AI planner” in the first half of 2026 to help tourists design tailor-made itineraries in the city based on their interests. Hong Kong’s tourism capacity will also expand gradually, she added, with about 4,400 hotel rooms to be added to the current 94,000 over the next three years.

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