Survey: 81% of Chinese travellers to HK plan to make premium purchases

Luxury shopping remains a primary driver for Golden Week travel, with 81% of travellers to Hong Kong and 82% to Singapore planning to make premium purchases, according to MDRi's latest survey. 

The survey, conducted by MDRi from 23 to 26 September 2025, aimed at uncovering Mainland Chinese tourists' travel plans and behaviors during the 2025 Golden Week Holiday. The survey interviewed 1,000 affluent travellers from Mainland China who plan to travel during the Golden Week Holiday (to Mainland China, Hong Kong, or Singapore) and have liquid assets of RMB 500,000 or more.

According to the survey, an overwhelming 98% of respondents enjoy travelling this Golden Week holiday, with Hong Kong (55%) and Singapore (24%) emerging as the most popular destinations, followed by Japan and Macau (both at 20%), and South Korea (9%). This strong demand signals significant opportunities for economic growth across the luxury, hospitality, service, tourism and retail sectors.

The surveyed affluent Chinese travellers have planned notable budgets for their trips—averaging RMB 28,000 for Hong Kong and RMB 30,400 for Singapore. Of those who plan to travel to Hong Kong, Gen X projects the highest spending with RMB32,500, whereas Millennials' spending budget leads in Singapore (RMB 36,400).

In fact, Hong Kong continues to attract attention as a premier luxury shopping destination, with 40% of Chinese affluent travellers identifying it as their top choice for retail experiences.

Notably, 16% of visitors to Hong Kong also plan to include Macau in their itinerary, with Gen Z showing the strongest appetite for this dual-destination experience.

Singapore, meanwhile, has carved out a unique appeal through its high-quality accommodations and exceptional hospitality, attracting travellers eager for premium hotel stays and distinctive culinary adventures.

Hong Kong’s Pacific Place, IFC, and Times Square are the most popular retail destinations, while The Shoppes at Marina Bay Sands, Mandarin Gallery, and Raffles City dominate in Singapore, said the survey. 

Confidence is particularly strong in Hong Kong, with only 1% of respondents indicating they have yet to decide where to shop, compared to 10% in Singapore. This reflects a deeper familiarity with the luxury retail landscape. High-profile events such as Hong Kong’s annual fireworks and Singapore’s F1 festivities further enhance each city's appeal.

Among the different generational segments, Hong Kong is a compelling choice for Gen Z (59%) and Gen X (56%) travellers, while Singapore is very attractive among Millennials (26%).

Hong Kong’s popularity among travellers from Tier 3 and lower-tier cities (63%) also highlights the expansion of luxury tourism beyond the traditional Tier 1 and Tier 2 elite travellers. 

“This year’s Golden Week will see affluent Chinese travellers redefining the luxury travel map of Asia. Hong Kong remains unmatched in luxury retail, while Singapore has grown into a hub for premium experiences. Affluent Chinese travelers are not only spending, but shaping new standards of hospitality and events across the region,” added Simon Tye, CEO of MDRi.

“Affluent Chinese Millennials travellers are choosing Singapore for vibrant culture and top-tier hospitality and this enhancing its position as a luxury destination in Southeast Asia," he added.

Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future.

Related articles:

HK expects 8.76m cross-border trips during National Day Golden Week
Citybus engages Chinese tourists during Golden Week with WeChat mini programme