Hong Kong tourism lifts Australian arrivals as new 'Only in Hong Kong' campaign rolls out

Australian arrivals to Hong Kong rose 20% year‑on‑year in the January‑June 2026 period, with New Zealand visitors up 13%. In response, the Hong Kong Tourism Board launched the global brand refresh “Only in Hong Kong”, targeting the Australian and New Zealand markets and rolling out across 20 source markets. The campaign shifts promotion from “knowing” Hong Kong to “feeling” it, using media partnerships, high‑impact consumer ads and influencer trips. HKTB Director for Australia, New Zealand & South Pacific Karen Macmillan said, “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.”

Legislative Council data shows that July visitor arrivals reached about 4.5 million, a 2.6% increase over the same month a year earlier, but overall visitor spending fell 44% to HK$1,975 billion, while local residents’ overseas spending grew 10% to HK$1,911 billion. Officials note a shift toward experience‑focused tourism and call for regional cooperation with the Greater Bay Area to offer “one‑trip‑multiple‑stops” products. Yao Bo‑liang warned that the old “big‑shopping” mindset is outdated, urging a focus on deeper exploration and cross‑border collaboration.