Hong Kong Tourism Board has launched a global tourism campaign that shifts attention from what visitors can see to how the city feels.
“Only in Hong Kong” presents the destination through its contrasts, neighbourhoods, flavours, outdoor spaces and major attractions.
With the latest statistics showing Australian arrivals to Hong Kong continue to grow year-on-year – 20% (January-June 2026) – HKTB Director for Australia, New Zealand & South Pacific, Karen Macmillan, said the brand refresh is a new chapter for the local market.
“We want to see this upward trend in ANZ visitation continue and ‘Only in Hong Kong’ supports how we invite Aussies and Kiwis to experience the destination,” she added.
“Across Australia, we will be rolling out targeted media partnerships, high-impact consumer campaigns and strong trade collaborations that bring our four defining qualities, Variety, Vibrancy, Contrast and World-class, to life.
“By joining hands with our industry partners, we aim to turn this campaign energy into increased arrivals and cement Hong Kong’s standing as Asia’s World City.”
Campaign content ranges from Star Ferry journeys and skyline hikes to Kai Tak Stadium, mahjong, local districts and secluded beaches. The approach is organised around variety, vibrancy, contrast and Hong Kong’s international tourism offering.
The visual identity combines references to the glow of the city’s neon signs with the form of a traditional Chinese seal. A palette of 16 colours draws inspiration from transport, food, wildlife, architecture and Victoria Harbour.
Digital and social channels will lead the first phase, followed by television, local media and outdoor advertising across international markets.
HKTB also plans to host media and content creators, with their visits forming part of the wider campaign.
www.discoverhongkong.com/eng/
