A global consulting firm on Thursday said there is strong demand from Greater Bay Area residents to visit Hong Kong now Covid restrictions have been lifted, but the SAR needs to up its game to take advantage.

McKinsey & Company said it spoke to 1,000 mainlanders who plan to come to Hong Kong this year and found they are still keen on products and services the SAR offers.

But managing partner at the firm Arthur Shek said the territory has fallen behind in areas such as digital experience and service quality.

“Mainland travellers are increasingly accustomed to a seamless omnichannel shopping experience. Hong Kong retailers that hope to continue to attract business from mainland shoppers should rethink the way they engage with them through digital channels and improve service quality,” he said.

Jady Ye, an associate partner at the company, said Hong Kong firms need to gain a better understanding of what mainland tourists want.

"Perceptions of Hong Kong have changed in the past few years and can be shaped through proactive marketing and branding efforts. Now is the time to step up investment on these fronts,” she added.

The firm said its survey also found that mainlanders are interested in coming to Hong Kong for its healthcare services, including body checks and vaccinations.