Hong Kong Tourism Board unveils 'Only in Hong Kong' campaign

"Only in Hong Kong."

The Hong Kong Tourism Board held its 2026 Hong Kong Tourism Trade Show at the Westin Chosun Seoul on Tuesday, unveiling a new global brand campaign called "Only in Hong Kong."

This year's trade show brought together a Hong Kong tourism industry delegation of 38 companies — including local hotels, tourist attractions and travel agencies — along with more than 110 representatives from South Korean travel and tourism firms. Participants shared the latest tourism trends and discussed new travel product development and business cooperation.

The centerpiece of the event was the launch of the Hong Kong Tourism Board's new global brand campaign, "Only in Hong Kong." The board developed the campaign around four core values it identifies with the city: variety, vibrancy, contrast and coexistence, and world-class quality.

"The campaign captures the unique sights, sounds, flavors and moments of emotion that can only be experienced in Hong Kong," said Anthony Lau, executive director of the Hong Kong Tourism Board. "The key is to go beyond simply knowing Hong Kong — to making people truly feel it."

The board also outlined the branding direction and communication strategy behind the new campaign. The plan centers on expanding festivals, developing new tourism assets and overhauling infrastructure so visitors can experience diverse content across the entire city.

Among the specific plans, the nighttime parade previously held only on Lunar New Year's Day will be extended across the entire holiday period. The Wine and Dine Festival — held annually in the last week of October — will expand into a month-long culinary celebration in November, with gourmet experiences offered across Hong Kong.

The Hong Kong Dragon Boat Festival, marking its 50th anniversary this year, will be elevated into a large-scale event. New events targeting younger audiences will also debut, including a Halloween costume street party and an international lantern festival.

The board also announced plans to leverage Kai Tak Sports Park — named one of Time magazine's best places in the world this year — as a key hub for sports and entertainment.

Following the "Taste Hong Kong" guide released earlier this year, the board plans to publish guides to Hong Kong film locations and traditional culture. It also intends to revitalize existing neighborhoods such as Old Town Central and Sham Shui Po as tourism destinations while identifying new areas to develop.

"Hong Kong is a city that goes beyond showing visitors things — it makes them feel it firsthand, turning first-time visitors into repeat visitors," said Kim Yun-ho, Korea regional director of the Hong Kong Tourism Board. "The diverse content will be a compelling product to capture the Gen Z and Free Independent Travel markets."

The board also plans to establish a visual identity for Hong Kong based on 16 colors drawn from everyday life in the city — including the red of the junk boat, the lavender of Kai Tak Stadium and the green of the tram. It will communicate with travelers through slogans such as "Here every day is an event" and "It's where East meets best."

The event also featured an MOU signing between the Hong Kong Tourism Board and the Korea Tourism Association. The agreement comes as South Korea and Hong Kong have grown into a key bilateral tourism market, with mutual annual visitors exceeding 1.5 million last year.

"I hope today's agreement will further solidify the foundation for cooperation between the Hong Kong and Korean tourism industries, and serve as a starting point for more travelers to experience each other's appeal," said Lee Jin-seok, chairman of the Korea Tourism Association.

Under the MOU, the two organizations agreed to cooperate on three areas: generating new tourism demand through joint promotions and marketing; supporting effective marketing and travel product development through the sharing of tourism information and market insights; and strengthening industry exchanges between the two countries through tourism trade shows, business matching sessions, familiarization tours and networking programs.

"Korea is one of Hong Kong's closest and most important partners," Lau said. "The Korea Tourism Association has been a trusted partner for many years, and it is deeply meaningful that our cooperation has taken a further step forward with today's MOU signing."

Meanwhile, the Hong Kong Tourism Board will continue its trade show in Busan at Signiel Busan on Thursday, expanding its push to grow demand for Hong Kong travel beyond the greater Seoul area.