PRHK 2026 Benchmark Report highlights how Hong Kong’s IPO revival, AI, and the GBA are reshaping the SAR’s PR industry

The Image-Makers Look in the Mirror, and Like What They See (Mostly)

HONG KONG SAR - Media OutReach Newswire - 30 June 2026 - The Hong Kong public relations industry has a renewed sense of optimism, driven by the revival of the IPO market and expanding opportunities in technology and travel, according to the results of the 2026 PRHK Benchmark Survey. While agency leaders rated the 2025 business environment as a muted 2.50 out of 5, sentiment for 2026 climbed significantly to 3.08 out of 5.

Some key findings:

• The "GBA Paradox": While there is a lot of talk about the Greater Bay Area's promise, an overwhelming 73.3% of Hong Kong PR agencies currently generate no revenue at all from the GBA. The Hong Kong government's recent launch of the GoGlobal connect platform, which can also connect agencies to Chinese companies, is one example of an opportunity to redress the situation.
• AI Adoption Gap: The PR sector has moved quickly to adopt AI: 81.3% of agencies now use ChatGPT, but 75% of agency leaders still flag AI as a top industry issue, struggling to bridge the gap between experimenting with tools and building disciplined, enterprise-wide operational workflows.
• Culture Trumps Cash: Defying the "revolving door" stereotype of agency life, the industry boasts a remarkably healthy median retention rate of 84.5%. When asked what keeps talent from leaving, 87.5% of leaders cited company culture as their number-one retention driver, completely eclipsing base compensation (43.8%).

Produced by Public Relations Hong Kong (PRHK) in collaboration with the Centre for Communication and Public Opinion Survey at The Chinese University of Hong Kong, the report captures an industry successfully navigating structural challenges while keeping a firm eye on renewed growth.

Financial Services, Tech, and Tourism Lead Growth
When forecasting growth for the next 12 months, 75.0% of agency leaders identified financial services, specifically banking, insurance, and fintech, as the sector with the most potential. This optimism is largely fueled by the anticipated revival of Hong Kong's IPO market, which is expected to generate significant communications mandates. Technology and travel/tourism tied for second, each cited by 56.3% of respondents as key growth drivers for the year ahead.

Penn Leung, Chairperson of PRHK, noted: "The Hong Kong PR industry is demonstrating remarkable resilience. While budget pressures and talent challenges remain, our agencies are adapting and showing a renewed sense of cautious optimism for 2026. The expected return of financial market activity and the structural expansion of tech and tourism prove that strategic communications counsel is more relevant than ever."

Budget Pressures and the Threat of Fee Discounting
Pricing and client budgets remain the industry's most pressing vulnerabilities. An overwhelming 81.3% of agency leaders cited shrinking client budgets as their number-one challenge for the coming year. Consequently, 68.8% of Hong Kong PR agencies admitted to discounting their professional fees in the last financial year to win assignments. The report warns that discounting at this scale carries compounding consequences, pushing down market fees and threatening the perceived value of strategic PR as a premium service.

David Ketchum, Research Chair of PRHK, commented: "The data reveals critical insights that agency leaders must address head-on. The disparity between ambitions in the Greater Bay Area and actual revenue generation is stark. Furthermore, the prevalence of fee discounting poses a structural threat to our industry. Agencies that will thrive in 2026 are those that firmly defend their value and operationalize new technologies to enhance their consulting-led strategies."

Download the full 2026 PRHK Benchmark Report HERE
Download the Summary Infographic HERE

PRHK 2026 Benchmark Report highlights how Hong Kong’s IPO revival, AI, and the GBA are reshaping the SAR’s PR industry

PRHK 2026 Benchmark Report highlights how Hong Kong’s IPO revival, AI, and the GBA are reshaping the SAR’s PR industry

PRHK 2026 Benchmark Report highlights how Hong Kong’s IPO revival, AI, and the GBA are reshaping the SAR’s PR industry

PRHK 2026 Benchmark Report highlights how Hong Kong’s IPO revival, AI, and the GBA are reshaping the SAR’s PR industry

Hashtag: #PRHK

The issuer is solely responsible for the content of this announcement.

About PRHK

Public Relations Hong Kong (PRHK) is the city's premier network for PR and communications professionals, dedicated to driving industry standards and representing the voice of the local market.

** This press release is distributed by Media OutReach Newswire through automated distribution system, for which the client assumes full responsibility. **

BANGKOK, THAILAND - Media OutReach Newswire - 30 June 2026 - Dusit International, one of Thailand's leading hotel and property development companies, is continuing its strategic expansion in Japan with the opening of WE Hotel Toya, Dusit Collection, a serene lakeside retreat in Hokkaido designed by internationally acclaimed architecture studio Kengo Kuma & Associates.

Each guestroom offers approximately 37 sq m of living space with sweeping views of Lake Tōya.

Officially joining the Dusit Collection brand on 1 July 2026, WE Hotel Toya, Dusit Collection marks the first Dusit Collection hotel in Japan and Dusit's third hotel in the country, building on the momentum established by ASAI Kyoto Shijo, a neighbourhood-inspired lifestyle hotel, and Dusit Thani Kyoto, a Michelin-Key recognised luxury hotel inspired by Kyoto's rich cultural heritage.

Dusit Collection is Dusit International's upper-upscale and luxury brand designed for distinctive hotels and resorts that celebrate individuality, local culture, thoughtful design, and a deep connection with each destination. Each property is carefully selected for its unique character and ability to create experiences shaped by the people, places, and stories that surround it.

Located on the shores of Lake Tōya, a scenic caldera lake at the heart of the Toya-Usu UNESCO Global Geopark in southwestern Hokkaido, and approximately 100 minutes by car from New Chitose Airport, WE Hotel Toya, Dusit Collection welcomes guests to one of Japan's most captivating natural destinations, celebrated for its volcanic landscapes, natural hot springs, outdoor adventures, and spectacular seasonal scenery.

Originally opened in 2018, the intimate luxury retreat features a striking architectural identity created by Kengo Kuma & Associates, whose extensive body of work includes the Japan National Stadium in Tokyo and Scotland's V&A Dundee design museum. Inspired by the surrounding landscape, the resort's design blends natural materials, warm textures, and a contemporary interpretation of Japanese craftsmanship to create a seamless connection between the interiors and the lake, forests, and mountains beyond.

The property features 55 lake-view guestrooms alongside three expansive two-storey villas offering additional space and privacy for families and small groups. Each guestroom offers approximately 37 sq m of living space and includes its own private open-air bath overlooking Lake Tōya, allowing guests to enjoy the calming tradition of Japanese open-air bathing in complete privacy. Guests can also enjoy a large communal bath with panoramic lake views, creating a restorative bathing experience deeply connected to the destination.

As part of its transition to Dusit Collection, the resort's culinary concepts have been refreshed to create a thoughtful dialogue between Japanese craftsmanship and Dusit's Thai heritage, showcasing the best of Hokkaido's seasonal ingredients alongside signature Thai influences.

EZO Cuisine celebrates Hokkaido's rich culinary heritage and highlights local producers through Japanese cuisine enhanced with refined international techniques. Breakfast highlights include Japanese and Thai set menus featuring locally sourced vegetables, premium Hokkaido rice, dairy products, seasonal juices, and original herbal teas, while dinner focuses on carefully crafted seasonal menus.

Guests can also discover authentic Thai noodle favourites at The Noodle Bar, including spicy and aromatic Tom Yum noodles and Khao Soi (a rich, coconut-based curry noodle dish from northern Thailand), while TARU Bar, named after the Japanese word for wooden cask, celebrates Japan's traditions of ageing and craftsmanship through a curated selection of organic Japanese teas from Dusit's tea garden in Kyoto, alongside sake, whisky, and craft liqueurs. Toya Bar completes the experience with creative cocktails, premium spirits, and relaxed lakeside evenings.

"Japan is an important strategic market for Dusit, and the arrival of Dusit Collection represents another exciting milestone in our journey to bring our unique style of Thai-inspired gracious hospitality to destinations with distinctive character and strong cultural appeal," said Chanin Donavanik, Group CEO, Dusit International. "WE Hotel Toya, Dusit Collection perfectly embodies the spirit of the Dusit Collection brand, demonstrating how thoughtful design, local connections, and personalised service can come together to create experiences that truly reflect their destinations."

Reservations for WE Hotel Toya, Dusit Collection are now open, with a special introductory offer inviting guests to experience the newly rebranded lakeside retreat. Available for stays from 1 July – 30 September 2026, the offer includes 20% savings on a half-board stay, including two meals daily.

For more information, please visit dusit.com/dusitcollection-wehotel-toya

Hashtag: #Dusit

The issuer is solely responsible for the content of this announcement.

About Dusit International

Established in 1949, Dusit International or Dusit Thani Public Company Limited (DUSIT) is a leading hospitality group listed on the Stock Exchange of Thailand. Its operations comprise five distinct yet complementary business units: Dusit Hotels and Resorts, Dusit Hospitality Education, Dusit Foods, Real Estate Development, and Hospitality-Related Services.

Dusit International's diversified investments in real estate development, hospitality-related services, and the food sector are part of its long-term strategy for sustainable growth, which focuses on three key areas: balance, expansion and diversification.

For more information, please visit dusit-international.com

About Dusit Hotels and Resorts

Dusit Hotels and Resorts is the hotel arm of Dusit International. With a heartfelt belief and commitment to introducing Thai-inspired gracious hospitality to the world, Dusit Hotels and Resorts offers guests a uniquely special stay in high-style surroundings and a personalised approach to service. The group's portfolio of hotels, resorts and luxury villas includes close to 300 properties operating under a total of nine brands (Devarana – Dusit Retreats, Dusit Thani, Dusit Suites, Dusit Collection, Dusit Hotels, dusitD2, Dusit Princess, ASAI Hotels, and Elite Havens) across 18 countries worldwide.

For more information, please visit dusit.com

** This press release is distributed by Media OutReach Newswire through automated distribution system, for which the client assumes full responsibility. **