A survey on visitors of ITE & MICE 2014, Hong Kong’s international travel expo held annually in June, found that on travel spending, 69.4% of the respondents will spend more in the coming year and 5.9% will keep at the same level; on travel format, 77.5% favor travel independently (FIT), while 5.8% and 16.7% respectively prefer tailor-made and package tours; on travel frequency, 46.9% made three or more overseas holidays in the past 12 months, and 27.6% had 2.
These visitors are travel enthusiasts and are willing to spend more on travel, and they are well-educated too. In fact, 45.5% of the respondents have university qualification, 23.9% post-secondary, and 30.6% secondary.
They likely are active travelers, too, with females accounting for slightly over 60%. At 58.7% and 37.7% respectively, those from 35 to 65 and from 15 to 34 constitute the two largest age groups.
Findings thus underline their high quality as travelers! Their strong preference on FIT etc, which does cost more than package tour, indicate they likely are receptive to up-market and theme travels!
The survey on public visitors collected 4135 replies from online and on-site. With 650 exhibitors from 47 countries and regions, the expo this year drew 75,300 visitors in the two public days and over 12,000 buyers and visitors in the two trade days.
When asked about destinations of their longest trips in past year, 15.4% of the survey respondents went to Europe, Africa and the Middle East; 8.9% to the Americas and Oceania; 28.5% to North Asia; 12.9% to Taiwan; 13.8% to south and south-east Asia; and 16.3% to mainland China including Macau.
Above percentages do understate the actual visit frequencies! For example, a traveler may have made several long haul trips, say, all to the Americas and Oceania would have been recorded above once, so the true visit frequency likely is higher than 8.9%!
The survey gauged popularity of the travel themes among public visitors by their expressed interest, unranked! It thus covers the enthusiasts as well as the novices / families, theme as sole / main purpose of the holiday or just an attractive factor. The findings are respectively 54.1% on Travel Photography, 34.5% on Cruise Holiday, 29.7% on Sport Tourism, 13.7% on Honeymoon & Overseas Wedding, and 12.1% on Wellness & Medical Tourism.
The survey reveals many public visitors came to the expo for new and interesting travel ideas. When asked for purpose of visit, 29.4% of respondents chose attending seminar as compared to the 19.2% who picked booking tours! The travel expo had over 100 public seminars which were well attended, with several of the most popular ones each drawing over 200 audiences!