HKTB to launch 'Only in Hong Kong' global campaign to bolster tourism

The Hong Kong Tourism Board (HKTB) will launch a new global campaign this year under the platform “Only in Hong Kong”, aiming to highlight the city’s unique travel experiences and strengthen its tourism appeal.

Announcing the initiative at the Legislative Council's economic development panel meeting on Friday (10 April), HKTB executive director Anthony Lau said the campaign will roll out locally and overseas, alongside the city's longstanding "Asia's World City" positioning.

Lau said the creative direction draws on Hong Kong’s iconic neon lights, using 16 colours and real imagery of the city. The new logo takes cues from traditional Chinese seals and neon tubing, paired with a bold, modern typeface to reflect Hong Kong’s blend of culture and energy.

It is designed to be flexible, allowing different colours, images and tones to showcase moments that can only be experienced in the city.

He added that the HKTB’s strategy is anchored on three pillars: diversity, uniqueness and excellence. The new platform will replace the “Hello Hong Kong” global campaign launched in February 2023.

The HKTB said Hong Kong welcomed around 49.9 million visitors last year, up 12% year-on-year. However, geopolitical and economic pressures, including the Middle East conflict and rising oil prices, are expected to slow growth from long-haul markets such as Europe and the United States.

At the same meeting, secretary for culture, sports and tourism Rosanna Law said the first three months of this year recorded 14.31 million visitor arrivals, a 17% increase year-on-year, describing the performance as encouraging.

Don’t miss: ‘Hello Hong Kong’ campaign offers 500k tickets to visitors

Under HKTB’s latest work plan, some targets remain broadly in line with last year. Overnight visitors are expected to stay an average of 3.1 nights, while per capita spending is forecast to edge up slightly from HK$5,503 to HK$5,530, an increase of 0.5%.

Responding to questions from lawmakers on why targets were not raised, Law said global economic uncertainty is limiting ambition in the short term. She said she remains “relatively optimistic”, with a focus on maintaining performance and building from there when conditions improve.

Law also noted that the government will take a cautious approach to promoting Hong Kong in the Middle East given the current situation, with no plans to send official delegations to the region for now.

Separately, she said the government has secured a five-year partnership with Art Basel, which is expected to attract high-value travellers to Hong Kong each March. These visitors are likely to stay longer and engage with the city’s broader tourism offering, including its airport, dining scene and horse racing.

She added that the government is also exploring medium- to long-term collaborations with events such as LIV Golf.

In 2023, Hong Kong gave away 500,000 free air tickets to overseas visitors and 80,000 to residents as part of the HK$1 billion “Hello Hong Kong” campaign. The tickets were distributed through lucky draws, promotions and industry partnerships.

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