Australian arrivals to Hong Kong have jumped 20 per cent year-on-year for January-June 2026, prompting the Hong Kong Tourism Board (HKTB) to launch a new global brand campaign aimed at capitalising on the growth.
New Zealander arrivals also rose 13 per cent over the same period, according to HKTB.
The board has unveiled ‘Only in Hong Kong (只在香港)’, a global brand refresh that repositions the city as Asia’s World City and shifts the marketing focus from “knowing” Hong Kong to “feeling” it.
HKTB Director for Australia, New Zealand & South Pacific, Karen Macmillan, said the campaign marked a new chapter for the local market.
“We want to see this upward trend in ANZ visitation continue, and ‘Only in Hong Kong’ supports how we invite Aussies and Kiwis to experience the destination,” Macmillan said.
“Across Australia and New Zealand, we will be rolling out targeted media partnerships, high-impact consumer campaigns, and strong trade collaborations that bring our four defining qualities, Variety, Vibrancy, Contrast, and World-class, to life.
“By joining hands with our industry partners, we aim to turn this campaign energy into increased arrivals and cement Hong Kong’s standing as Asia’s World City.”
Campaign built around contrast and authenticity
The campaign moves beyond positioning Hong Kong as a place to see, instead inviting visitors to feel the city through its sights, sounds and flavours.
It highlights the destination’s contrasts, from:
- Star Ferry rides and skyline hikes
- Kai Tak Stadium and local neighbourhoods
- Mahjong parlours and hidden beaches
- World-class hotels and bars
At the centre of the campaign is a new visual identity, with the ‘Only in Hong Kong’ logo combining the glow of the city’s neon street signs with the design of a traditional Chinese signature seal.
Rollout across 20 markets
HKTB will roll out the campaign in phases across 20 source markets, starting with digital and social media before expanding into global and regional TV, localised media and outdoor advertising.
The board will also bring international influencers and media to Hong Kong to promote the campaign through first-hand experiences.
