Hong Kong Tourism Board Unveils ‘Only in Hong Kong’

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.

Visual system of ‘Only in Hong Kong’ featuring bold colours inspired by city icons

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’ wordmark logo combining neon street sign aesthetics and a traditional Chinese seal

Built by Hong Kong’s DNA

• “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.

HKTB ‘Only in Hong Kong’ global campaign key visual reflecting the soul of the city

A Fresh Global Voice

• 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.

“Only in Hong Kong” Campaign Website:
TC: https://www.discoverhongkong.com/tc/only-in-hong-kong.html
EN: https://www.discoverhongkong.com/eng/only-in-hong-kong.html
SC: https://www.discoverhongkong.cn/only-in-hong-kong.html

The Hong Kong Tourism Board (HKTB) announced that visitor arrivals for June totalled 3.72 million, representing a year-on-year increase of 7%. Cumulatively, Hong Kong received about 26.71 million visitors from January to June 2026, a 13% increase from the same period last year. Among these, arrivals from the Chinese Mainland accounted for 20.56 million, while non-Chinese Mainland visitors totalled 6.16 million, representing year-on-year increases of 16% and 5% respectively.

Cumulatively, Hong Kong received about 26.71 million visitors from January to June 2026, a 13% increase from the same period last year. Photo source: HKSAR Government Press Releases

Visitor arrivals continued to rise throughout the first half of the year. Long-haul markets maintained stable overall performance, with arrivals from France, Canada, Australia and other long-haul markets each recording year-on-year growth of 20% or more. For short-haul markets, fuel costs prompted certain airlines to reduce flight capacity, while the depreciation of currencies in these markets against the Hong Kong dollar dampened travel intention, putting pressure on visitor arrivals from the markets concerned.

In the MICE tourism sector,the 108th Lions International Convention and LEAP East, a flagship technology exhibition, were recently concluded successfully in Hong Kong. LEAP East has also committed to staging the event exclusively in Hong Kong for the next three years, underscoring the city’s strength as the World’s Meeting Place. In summary, more than 100 large-scale MICE events were held in the city during the first half of 2026.From January to May, overnight MICE visitor arrivals increased by 12% year-on-year.

A broader array of international conventions and exhibitions will be launched to attract more high value-added overnight visitors and their families to Hong Kong, boosting tourism spending. Photo source: reference image

Looking ahead, Hong Kong is set to host a broader array of international conventions and exhibitions in the second half of 2026. These events will span diverse fields including medical science, innovation and technology, finance and insurance, and sports. They are expected to attract more high value-added overnight visitors and their families to Hong Kong, boosting tourism spending.

To attract visitors from around the world, HKTB has also launched its new global campaign “Only in Hong Kong.” It will continue to stage mega events and work closely with the tourism and related sectors to encourage visitors to stay longer in Hong Kong, injecting greater momentum into the economy.