Hong Kong Tourism Board launches 'Only in Hong Kong' campaign for Australian and New Zealand visitors

The Hong Kong Tourism Board (HKTB) has unveiled a new global tourism campaign called “Only in Hong Kong.” The branding shifts the focus from what visitors can see to how the city feels, emphasizing four qualities – variety, vibrancy, contrast and world‑class experiences.

Targeting travelers from Australia and New Zealand, the campaign follows a 20 % rise in Australian arrivals to Hong Kong in the first half of 2026. HKTB Director for Australia, New Zealand & South Pacific Karen Macmillan said the aim is to sustain this upward trend and invite Aussies and Kiwis to experience the city’s unique mix of bustling urban life and secluded natural escapes.

The rollout will begin with high‑impact digital and social media, followed by television, local media and outdoor advertising across 20 source markets. HKTB also plans media trips for content creators to showcase attractions such as Star Ferry rides, skyline hikes, Kai Tak Stadium, local neighbourhoods, mahjong and hidden beaches.