“Only in Hong Kong”: HKTB launches new global tourism campaign

The Hong Kong Tourism Board (HKTB) has launched a new global campaign aimed at reintroducing Hong Kong to international travellers and reinforcing its positioning as Asia’s World City.

Called Only in Hong Kong, the thematic campaign puts the destination’s contrasts in the spotlight, highlighting the mix of urban energy, nature, culture, dining and entertainment that visitors can experience within close proximity.

A key focus is Hong Kong’s ability to quickly shift from city to nature. Travellers can experience the bustle of the city before reaching beaches, hiking trails and natural landscapes in approximately 30 minutes, including the geological formations of the Hong Kong UNESCO Global Geopark.

The campaign also emphasizes the intersection of heritage and innovation, as well as the destination’s mix of local culture and internationally recognized hospitality.

Among the experiences being showcased are Rosewood Hong Kong, restaurants The Chairman and WING and the city’s iconic Victoria Harbour skyline.

Newer cultural and sporting attractions are also part of the campaign, including the West Kowloon Cultural District and Kai Tak Sports Park.

Together, the attractions are being positioned as examples of how visitors can move between dining, culture, nature, entertainment and hospitality during a Hong Kong vacation.

A colourful new look

The campaign’s visual identity is also designed to reflect Hong Kong’s diversity and contrasts.

Rather than using one signature brand colour, Only in Hong Kong incorporates a palette of 16 bold colours inspired by everyday elements of the city.They include Bauhinia Pink and Kai Tak Stadium Lavender, as well as Ding Ding Green, inspired by Hong Kong’s trams, and Egg Lamp Red, a nod to the city’s wet markets.

Panda Black and White is also among the colours featured in the campaign.

Each shade is intended to represent a different element of Hong Kong and collectively create a visual identity reflecting the variety of experiences found across the destination.

Campaign rolling out in 22 markets

Only in Hong Kong is being rolled out across 22 source markets globally.

The campaign will appear across digital and social channels, television, localized media and out-of-home advertising, supported by international media and key opinion leader programming.

For the Canadian market, HKTB is also working with industry partners as it looks to inspire a new generation of travellers to discover Hong Kong and its evolving tourism offerings.

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