Hong Kong’s skyline and Victoria Harbour may be world-famous, but the Hong Kong Tourism Board (HKTB) is encouraging visitors to look beyond the city’s iconic landmarks with its new global campaign, Only in Hong Kong. Rather than only showcasing places to visit, the campaign invites travellers to experience Hong Kong through its everyday moments, from local neighbourhoods and traditions to food, nature, and unexpected discoveries, presenting the city as something to be felt as much as seen.

A city of variety and contrast

Built around four defining qualities — variety, vibrancy, contrast, and world-class experiences — the campaign highlights how travellers can experience many sides of Hong Kong in a single trip. From Star Ferry rides and scenic hikes to hidden beaches, bustling neighbourhoods, mahjong, local traditions, dining, and entertainment, it encourages visitors to explore beyond the usual tourist attractions.

Rather than relying on polished tourism imagery, the campaign also shines a spotlight on the sights, sounds, and flavours of everyday Hong Kong, capturing the small moments that shape the city’s identity and distinguish it from other destinations across Asia.

Rolling out worldwide

Only in Hong Kong is being rolled out across 22 source markets through digital platforms, social media, television, outdoor advertising, and localised media channels, positioning Hong Kong as a destination that offers far more than its famous skyline.

While the campaign currently serves as an invitation to rediscover Hong Kong through a different lens, HKTB says more content will be rolled out as the global campaign expands across its key markets.

All media are by and courtesy of the Hong Kong Tourism Board.

Hong Kong Tourism Board official channels