Published on
November 3, 2025
Contrary to most advertisements, which promote speed, luxury, and excitement, Cathay Pacific is taking a new introspective direction. For this airline based in Hong Kong, new short film, Slowly Explore, Fully Inspired, seeks to restore an appreciation for how travelers spend time in a destination. While this marketing piece emphasizes the many lovely aspects of Hong Kong, it also reminds us that travel should not be a checklist. It should be an emotionally and intellectually engaged journey, filled with curiosity and contemplation.
Directed by noted Thai filmmaker Chayanop Boonprakob and featuring Thai content creator Pimtha and model-actor Alexander Yue, it is a culturally focused example of the creative integration of travel and marketing. It is an endeavor to connect emotionally with a destination, to seek to incite a desire to travel to that destination, and to do so at a leisurely pace.
A Cinematic Ode to Slowing Down
The film unfolds through the character of Rachel (played by Pimtha), a tourist visiting Hong Kong with her boyfriend (played by Yue). Initially, their trip follows the typical hurried pace of many modern travelers — dictated by a packed itinerary, often more focused on efficiency than enjoyment. However, the pace changes when a mishap at M+, Hong Kong’s Museum of Contemporary Visual Culture, forces the couple to pause and reconsider their approach to travel.
As the narrative progresses, Rachel and her boyfriend find themselves slowing down, rediscovering the essence of Hong Kong through its art, culture, and people rather than just its shops and restaurants. This transformation is shown through humorous moments and emotional beats, emphasizing the idea that travel, much like art, becomes meaningful only when experienced with curiosity and thoughtfulness.
The film’s setting, West Kowloon Cultural District, showcases the M+ museum and the cultural heartbeat of Hong Kong. Far from a typical commercial for shopping malls or tourist hotspots, Cathay’s film positions Hong Kong as a place for cultural exchange, introspection, and creative inspiration, a city that offers more than just its iconic skyline but a chance to engage with its artistic soul.
A Campaign Built on Cultural Credibility
This short film is part of Cathay Pacific’s ongoing partnership with the West Kowloon Cultural District Authority (WKCDA), a collaboration that began in 2023. As the exclusive travel partner of WKCDA, Cathay has been instrumental in supporting major art exhibitions, artist exchanges, and global cultural initiatives. This partnership allows Cathay to align itself with Hong Kong’s efforts to establish itself as a global cultural hub bridging the gap between East and West.
Through this collaboration, Cathay reinforces its brand’s cultural credibility while also offering travelers access to a rich cultural experience. Hong Kong’s transformation into a culturally vibrant destination, away from its image as a mere transactional stopover, is a key element of this broader repositioning strategy. For tourism marketers, this highlights an essential shift in how destinations are marketed — no longer are they just seen as places to visit, but as spaces for rich cultural and emotional connections.
For Hong Kong, campaigns like these are vital in reshaping its post-pandemic image, encouraging a new generation of travelers to explore the city through a cultural and artistic lens.
Why Cultural Storytelling is Gaining Traction in Travel Marketing
Cathay’s short film is part of a larger trend in travel marketing that focuses on emotional storytelling and cultural authenticity. This trend is particularly appealing to younger generations, especially Gen Z and millennials, who are increasingly seeking meaningful, authentic experiences rather than superficial, fast-paced adventures.
Traditional travel ads often sell destinations as a list of attractions — the best hotels, the best dining, or the top attractions. However, today’s travelers are more interested in connecting with the local culture, understanding the heritage of a place, and having immersive experiences that leave a lasting impact. This shift is particularly evident in the growing demand for sustainable travel and cultural tourism.
As travel experiences evolve, destinations like Hong Kong are capitalizing on the opportunity to redefine how they are seen by global tourists, offering them not just a place to visit, but a story to experience. Cathay’s campaign taps into this desire for deeper connections and helps to reposition Hong Kong as a destination for inspiration and reflection rather than a mere commercial hotspot.
What Marketers Can Learn from Cathay’s Approach
Cathay’s artistic rebranding of Hong Kong offers valuable lessons for destination marketers and those in the tourism industry. Here are a few key takeaways from the campaign:
- Emotional Storytelling Over Product Placement
The film isn’t about selling Cathay’s flights or even Hong Kong as a destination — it’s about selling a mindset. By focusing on the emotional journey of the characters, Cathay builds a connection with viewers, creating stronger brand recall and long-lasting emotional bonds. For marketers, this shows that emotional engagement often outperforms traditional product placement, especially when targeting audiences seeking authenticity. - Strategic Partnerships for Credibility
Collaborating with organizations like the WKCDA helps Cathay tap into cultural credibility and reinforces the airline’s commitment to artistic values. The lesson for marketers here is clear: choose partnerships that align with your brand values. The right collaborations can help you reach new audiences and add depth to your narrative. - Cultural Content as a Differentiator
In a saturated travel market, destinations and brands that tap into heritage, art, and local culture can stand out. Cathay’s focus on Hong Kong’s cultural richness, rather than just its shopping or dining experiences, makes it unique. This is especially relevant in markets like Asia, where consumers increasingly seek authentic cultural experiences. - Smart Influencer Casting
The casting of Pimtha, a Thai influencer with over four million followers, and Alexander Yue, an Australian model based in Singapore, indicates Cathay’s intent to reach regional and international audiences. Smart casting is critical for campaigns aimed at cross-border engagement, allowing brands to extend their reach organically through influencers with established followings.
Impact on Travel and Tourism
Cathay Pacific’s campaign serves as an important reminder that the future of travel marketing is more complex than simply trying to entice tourists with last-minute, special seasonal offers. With the world opening once more to international travel, tourists are seeking more meaningful experiences. Destination brands need to find ways to establish a deeper emotional connection with their consumers. In this respect, Cathay’s considered marketing of Hong Kong shows the industry the way. Slow travel, with an emphasis on cultural interchange, and a focus on real authenticity, provides the basis for nurturing a customer relationship with a destination, as opposed to a cursory visit.
For tourism destinations and brands, the next chapter in marketing is cultural storytelling, the adoption of which will foster emotional connections and return meaningful tourism. With Cathay’s Slowly Explore, Fully Inspired campaign, we see how destination marketing has moved from merely the transactional and into the transformative.
