The Hong Kong Tourism Board’s new Only in Hong Kong campaign moves the focus from iconic landmarks to the everyday moments that give the city its identity.
Only in Hong Kong, a new global campaign by the Hong Kong Tourism Board, is changing the way we view a familiar and beloved city through picturesque moments meant to capture the texture of daily life on the island, whether that’s street-level scenes or a ferry crossing at dusk.
The board unveiled the campaign to trade partners in the Philippines on July 8, when it was presented by Liew Chian Jia, regional director for Southeast Asia, at a luncheon in Manila. Filipino arrivals reached 1.34 million in 2025 and have grown another one percent this year through May, making the Philippines one of the board’s steadier Southeast Asian markets. Globally, Hong Kong welcomed almost 50 million visitors last year, and arrivals are up 14% so far in 2026.
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A New Way Of Seeing Hong Kong
Liew framed the campaign as a response to a more crowded field of competing destinations. “The Philippines continues to be one of the top Southeast Asian markets, and we are incredibly grateful for the continued support Hong Kong receives from Filipino tourists,” she shares, adding that the board wants to give travelers a reason to return rather than simply check the city off a list.
The campaign is organized around four qualities the board says define Hong Kong: variety, vibrancy, contrast, and world-class quality. Those ideas are expressed visually through a palette of sixteen colors drawn from local references: a red named for the city’s junk boats, a green tied to its century-old tram system, a blue inspired by the sky over Victoria Harbour, and a black-and-white pair honoring the city’s panda twins.
The Colors Of A City
The new logo works in a similar register, merging the look of neon shop signage with the form of a traditional Chinese signature seal, a pairing meant to hold the city’s nightlife energy and older visual traditions in the same mark. Beneath it sits the tagline “Asia’s World City,” language the board has used for years to describe Hong Kong’s position between Eastern and Western influences.
The campaign’s messaging consists of headlines like “Here, every day is an event” and “It’s where East meets best.” The intent is to present ordinary moments—a hike above the skyline, a bar down a side street, a hidden beach—as part of the city’s appeal rather than a footnote to its more familiar landmarks.
More information on the campaign is available on the tourism board’s website.
Photos courtesy of Hong Kong Tourism Board
Frequently Asked Questions
The “Only in Hong Kong” campaign is the Hong Kong Tourism Board’s latest global tourism initiative. It encourages travelers to experience both the city’s famous attractions and its everyday moments, from local neighborhoods to scenic ferry rides.
The campaign was launched by the Hong Kong Tourism Board to promote the city to international travelers and strengthen its appeal in markets such as the Philippines.
Instead of focusing only on iconic landmarks, the campaign highlights daily life, local culture, hidden spots, and experiences that reflect Hong Kong’s unique character.
The campaign is built around four qualities that define Hong Kong: variety, vibrancy, contrast, and world-class quality. These themes are reflected throughout its branding and messaging.
The visual identity draws inspiration from Hong Kong’s culture and landmarks, including traditional junk boats, historic trams, Victoria Harbour, and the city’s panda twins.
