The Hong Kong Tourism Board (HKTB) and the Bordeaux Wine Council (CIVB, Conseil Interprofessionnel du Vin de Bordeaux) are proud to sign a new five-year Memorandum of Understanding (MoU) reaffirming the commitment to step up the long-running partnership on wine and food tourism promotion.
Under the renewed five‑year Memorandum of Understanding, Hong Kong and Bordeaux will take their partnership to new heights across five key areas: an elevated showcase at the annual Hong Kong Wine & Dine Festival; joint promotions in priority overseas markets; collaborative programmes to inspire global consumer interest; strengthened knowledge exchange on wine and food tourism; and deeper industry‑to‑industry collaboration between the two cities’ dynamic wine and gastronomic sectors.
HKTB Chairman, Dr Peter Lam said, “With the steadfast support of CIVB since 2009, we have successfully established the Hong Kong Wine & Dine Festival as one of Asia’s most anticipated annual gastronomy events. Bordeaux wines have consistently stood out as a favourite highlight among festival goers. This exciting new agreement sets a good milestone as well as marks the beginning of a new chapter in the relationship between Hong Kong and Bordeaux—two cities united by a shared passion for exceptional food and fine wines.”
Dr Lam continued, “We express our sincere gratitude to Mayor’s continued support. We look forward to seeing this strengthened partnership come to life at the Hong Kong Wine & Dine Festival, taking the event to new heights. Hong Kong will also leverage the world-renowned Bordeaux Fête le Vin as a global platform to showcase our rich culinary heritage and emerging wine culture to international audiences.”
CIVB Vice-President, Mr Philippe Tapie said, “Following the successful cooperation between Hong Kong and Bordeaux since 2009, we are delighted to further deepen our highly successful partnership with Hong Kong. This agreement opens up exciting opportunities to enhance cultural and gastronomic exchanges, and to leverage Hong Kong as a gateway for showcasing the excellence of Bordeaux wines and cuisine to audiences across China, Asia and beyond.”
With the support of CIVB, last year’s Hong Kong Wine & Dine Festival drew strong visitor participation and generated positive results for participating merchants. HKTB will continue to enhance the festival experiences to establish the festival as the “must-visit” culinary event in Hong Kong and showcase Hong Kong as the Events Capital of Asia.
A New Global Campaign Celebrating a City You Don’t Just See, But Feel
The Hong Kong Tourism Board (HKTB) launched ‘Only in Hong Kong’, a new global campaign that redefines how the city is experienced and differentiating Hong Kong as Asia’s World City. Moving beyond a place to see, the campaign reveals Hong Kong made to be felt. By capturing the city’s sights, sounds, and rich flavours, ‘Only in Hong Kong’ reveals the true soul of the city, transforming everyday moments into lifelong memories.
The TV promotional video will debut in Hong Kong tomorrow, following nearly a week of global rollout that began with high-impact digital and social media platforms. The campaign will then expand in phases across all source markets through a broader mix of global and regional TVs, localised media channels and outdoor, bringing the campaign into everyday consumer touchpoints.
The campaign is an ongoing global effort to continuously showcase Hong Kong’s multi-dimensional appeal through authentic and relatable city moments. HKTB will continue to introduce new creative assets keeping the campaign fresh while highlighting different facets of the city.
To sustain momentum and further amplify visibility across all key source markets, HKTB will continue to leverage a multi-channel strategy. In parallel, HKTB will invite international KOLs, Mainland and overseas media to experience the city’s moments firsthand, amplifying the campaign through authentic and credible voices.
City Made to See. A City Made to Feel.
• “Only in Hong Kong” invites visitors to feel the city, showcasing a global destination defined by its striking contrasts. From bustling city energy to secluded natural escapes, and from Star Ferry rides and skyline hikes to Kai Tak Stadium, local neighbourhoods, mahjong, hidden beaches and world-class hotels and bars, the campaign reveals a multi-dimensional Hong Kong. This is a showcase of Hong Kong moments.
• Moving beyond polished, conventional imagery, the campaign draws from real street scenes, capturing the textures, colours and authentic moments that define and differentiate the city’s authentic character.
• “Only in Hong Kong” is built around four defining qualities of the city: Variety, Vibrancy, Contrast, World-class.
• This DNA is brought to life through a distinctive visual system comprised of 16 bold colours, inspired by iconic elements of Hong Kong such as:
• Dukling Red – embodies the timeless grace of Hong Kong’s junk boats
• Bauhinia Pink – how nature vividly frames the urban skyline
• Kai Tak Stadium Lavender – symbolising world-class performance and a bright future
• Ding Ding Green – embodying resilience of over 120 years of transport heritage
• Panda Black & Panda White – celebrating the joy of Hong Kong’s beloved panda twins
• At the heart of the campaign is a distinctive visual identity. The Only in Hong Kong logo fuses the electric glow of Hong Kong’s neon street signs with the timeless imprint of a traditional Chinese signature seal.
• This is a modern expression and a coming together of heritage and energy. At the base of this logo sits Asia’s World City highlighting Hong Kong’s status as a premier global destination where East meets West.
• Curious, witty, and playful, the campaign’s tone of voice embraces Hong Kong’s unique personality and sense of drama. With tongue-in-cheek headlines such as, “Here, every day is an event” and “It’s where East meets best,” the campaign highlights how even a simple, everyday encounter is infused with the energy of a grand occasion, charming visitors and inviting them to lean in, and experience the energy of the city.
One Voice for Hong Kong’s Tourism Industry
• ‘Only in Hong Kong’ gives the entire industry a shared platform to tell the city’s story with confidence and creativity.
• HKTB extends its gratitude to industry partners for their strong support, including the generous provision of media spaces and channels to amplify the campaign’s reach.
