Survey: HK's tourism-related industry ad spend surges by 263% YOY in Q3 2023

The ad spend for tourism-related industries in Hong Kong from July to September 2023 has surged by 263% YOY when compared with the same period last year, reaching a total of HK$250.7m.

According to the latest survey by admanGo, the local ad spend for tourism-related industries has recorded HK$86m in September 2023, with a YOY increase of 240%. Meanwhile, the local ad spend for tourism-related industries in August recorded a YOY increase of 279%, reaching a total of HK$83.6m.

On the other hand, the ad spend for travel agents and services from July to September has reached HK$102.7 million, with an increase of 340% YOY. This category also ranked first among all tourism related industries, followed by airlines, with a total of HK$81.7m in terms of local ad spend.

The ad spend for Macau hotels and resorts has also increased by 3744% YOY during the period, which is the highest growth rate among tourism-related industries, according to the results.

Looking closer into tourism-related brands in Hong Kong, Cathay Pacific, HK Express and Hong Kong Wing On Travel Service were the top three advertisers with the highest ad spend in tourism-related industries from July to September, followed by Asia Miles, Ctrip, Trivago, Club Med, Rakuten Travel, Greater Bay Airlines and Egl Tours.

In terms of tourism-related industry media share of voice (SOV), mobile ranked first in media SOV, accounting for 32%, and social media ranked second with 24% market share, followed by newspaper (16%), desktop (14%), TV(9%), radio (2%), outdoor (2%) and magazine (1%)

When it comes to tourism-related social media share of voice (SOV), Facebook ranked first with a market share of 64% in social media, and Instagram ranked second with a market share of 33%.

Meanwhile, tourism-related industries branded content ad spend accounted for 49% and 68% on Facebook and Instagram respectively, becoming the highest ad type proportion.

Don't miss: Survey: Ad spend of Macau hotels and resorts in HK sees impressive growth from March to May

Back in Q2 this year, the ad spend of tourism related industries in Hong Kong reached HK$212.7m during the period between March and May 2023, a YOY increase of 399% when compared with the same period last year. Meanwhile, the total spending of Macau hotels and resorts related ads in Hong Kong saw the highest growth rate among those industries.

According to the latest figures released by admanGo, the tourism related industries in Hong Kong recorded 76.6 million ad spend in March 2023, representing a YOY increase of 369%; while April recorded a YOY increase of 490%, reaching a total of HK$66.2m.

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