HKTB is rolling out its "Only in Hong Kong" brand campaign across 22 source markets, backed by HK$20 million-plus in Summer Fun offers and a first-half arrivals tally of 26.71 million, up 13% year on year. Here is what the travel trade needs to know.
Cover image: Hong Kong skyline and Victoria Harbour at night from Victoria Peak — photo by Benh LIEU SONG (Flickr), CC BY-SA 4.0, via Wikimedia Commons.
The Hong Kong Tourism Board (HKTB) is rolling out a new global brand campaign, "Only in Hong Kong", across 22 source markets. The rollout, reported by TTG Asia on 3 August 2026, is phased: high-impact digital and social channels first, followed by television, localised media and out-of-home advertising in each market. The stated goals are to lift visitor arrivals, spending and — notably for the trade — repeat visitation.
The campaign lands on strong momentum. Hong Kong recorded 26.71 million visitor arrivals in the first half of 2026, up 13% year on year, according to HKTB figures reported by Xinhua, with mainland Chinese arrivals climbing 16% to 20.56 million and rest-of-world arrivals up 5% to 6.16 million. The brand push also runs alongside the tactical "Hong Kong Summer Fun" season, which bundles more than HK$20 million in retail and dining offers and, from 31 July to 31 August, gives holders of designated mega-event tickets an unlimited extra 5% discount at over 100 participating hotel dining outlets and attractions.
What is the "Only in Hong Kong" campaign?
Rather than glossy skyline montages, the creative leans on street scenes and everyday experiences — the Star Ferry, Kai Tak Stadium and Victoria Harbour alongside neighbourhood streets, nature and local traditions — organised around four themes: variety, vibrancy, contrast and world-class experiences. The motto, "A City Made to See. A City Made to Feel.", builds on the long-running "Asia's World City" positioning.
There is a full visual identity refresh too. The new logo weaves together 16 colours drawn from Hong Kong icons — junk boats, trams, bauhinia flowers, pandas, local food — and combines neon-sign references with the form of a traditional Chinese seal, per TTG Asia. "The key is to go beyond simply knowing Hong Kong — to making people truly feel it," said Anthony Lau, Executive Director of the HKTB, when the campaign was previewed at HKTB's June trade show in Seoul, per Herald Business. HKTB has not disclosed the media spend.
How does Hong Kong Summer Fun support the global push?
While the brand campaign works the top of the funnel, "Hong Kong Summer Fun" is doing conversion. Launched in June, it stacks several mechanics that agents can bolt onto packages through the end of August — and in some cases into mid-September.
| Offer | Validity | Key details |
|---|---|---|
| Event-ticket spending promotion | 31 Jul – 31 Aug 2026 | Unlimited extra 5% off at 100+ hotel dining outlets and attractions with a valid ticket from five designated mega events |
| Hong Kong Summer Deals | Through 31 Aug 2026 | 200,000+ offers across roughly 9,000 outlets covering attractions, dining, transport and shopping |
| Retail and dining discounts | Summer season | HK$20 million+ pool, discounts up to 50%, plus Alipay instant rewards worth up to HK$500 via QR codes at nearly 100 participating malls |
| Trip.com Group partnership | Book by 31 Aug for stays 1 Jul – 14 Sep | Promotions worth over HK$20 million across 19 attractions and three transport operators; a single hotel booking of HK$1,500+ unlocks a Getaway Pack with attraction and transport discounts of up to 50% |
The ticket-spending promotion covers five events: the Hong Kong Football Festival 2026, the Football Summit friendly between FC Bayern Munich and Aston Villa, the "Ancient Egypt Unveiled" exhibition, the 2026 TMElive International Music Awards and Silence Wang's "Age of Romance" world tour, according to the HKTB's release. Physical or e-tickets are required; screenshots and photocopies do not qualify.
How strong is Hong Kong's visitor recovery in 2026?
The first-half numbers give the campaign a credible base. Beyond the headline 26.71 million arrivals (+13%), June alone brought about 3.72 million visitors, up 7% year on year, per HKTB data carried by Xinhua. Long-haul performance is the detail the trade should watch: arrivals from France, Canada and Australia each grew 20% or more year on year — precisely the markets a 22-market brand campaign is designed to compound.
The regional context is competitive. Japan is on course for another record inbound year in 2026, while Singapore has seen arrivals soften. Hong Kong's bet is that a distinctive brand plus a dense events calendar keeps it on the right side of a global market that is still growing but normalising.
Why are mega events central to Hong Kong's strategy?
The 50,000-seat Kai Tak Stadium, opened in March 2025, has become the physical anchor of the "events + tourism" strategy set out in the government's Tourism Industry Development Blueprint 2.0. The Hong Kong Football Festival runs 31 July to 5 August this year: Manchester City v Inter Milan on 1 August drew a crowd of more than 42,000, with Chelsea v Juventus following on 5 August, per the festival's official fixtures.
Tying event tickets to citywide spending discounts is a deliberate attempt to convert "visiting for an event" into "staying for the city" — extending length of stay and per-visitor spend rather than just filling seats.
What should tour operators and agents do now?
- Package the discounts, not just the rooms. The 5% ticket-linked discount and Summer Deals are stackable selling points for August departures at no cost to the agent.
- Watch the campaign phasing. Digital and social flights are live first; TV and out-of-home follow, so demand may build through Q4.
- Align product with the creative. The campaign sells neighbourhoods, ferries and street life; itineraries built around them will match the demand it generates.
- Expect trade engagement. HKTB says it is partnering with travel, hospitality, dining, retail, events and aviation businesses, plus international key opinion leaders and media, per TTG Asia.
Frequently asked questions
Which markets does the "Only in Hong Kong" campaign cover?
HKTB is running the campaign across 22 source markets, though it has not published the full list. Rollout began on digital and social platforms before expanding to television, localised media and outdoor formats.
How does the mega-event ticket discount work?
From 31 July to 31 August 2026, anyone presenting a valid physical or e-ticket from one of the five designated events gets an unlimited extra 5% discount at more than 100 participating hotel dining outlets and attractions. Screenshots and photocopies are not accepted.
How many visitors did Hong Kong receive in the first half of 2026?
Hong Kong welcomed about 26.71 million visitors in January–June 2026, up 13% year on year, according to the Hong Kong Tourism Board. Mainland China supplied 20.56 million arrivals (+16%) and the rest of the world 6.16 million (+5%).
Is there a budget figure for the new campaign?
No. HKTB has not disclosed media spend for "Only in Hong Kong". The tactical Summer Fun programme, by contrast, has published values: over HK$20 million in retail and dining offers, plus a separate HK$20 million-plus promotion pool with Trip.com Group.
Sources
- TTG Asia — Hong Kong rolls out new global tourism campaign across 22 markets
- GlobeNewswire — HKTB's Hong Kong Summer Fun Adds Ticket Spending Offers
- Xinhua — Hong Kong's visitor arrivals up 13 pct in H1
- BusinessMirror — Hong Kong Tourism Board's 'Summer Fun' campaign unlocks half-price tickets and more
- Herald Business — Hong Kong Tourism Board unveils 'Only in Hong Kong' campaign
- Hong Kong Football Festival 2026 — official site (fixtures)
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