Hong Kong Embarks on a New Tourism Journey to Showcase Its Safe, Diverse, and Family-Friendly Attractions Beyond Traditional Shopping and Dining: You Need to Know

Hong Kong is redefining its tourism approach by expanding its focus from being primarily known as a culinary and shopping destination to promoting a more diverse array of attractions. The city’s tourism authority is actively targeting a broader range of travelers, including families and business visitors, with the goal of encouraging longer stays and deeper exploration of what the city offers.

This new direction reflects a clear recognition that the city’s future tourism growth depends on highlighting its safety, accessibility, vibrant culture, and varied leisure opportunities, rather than relying on past reputations alone.

A Safe, Convenient, and Diverse Destination for Visitors

Hong Kong stands out as a safe and family-friendly city, offering an unparalleled blend of modern amenities, rich traditions, and natural beauty. With an efficient public transportation system and numerous entertainment and cultural venues, the city caters to a wide variety of interests.

Visitors can seamlessly navigate between bustling urban centers and serene natural escapes, ensuring that every traveler finds experiences suited to their tastes.

Positive Tourism Growth Fuels New Initiatives

Recent figures reveal a significant rebound in visitor numbers, with over 12 million tourists arriving in the first quarter of 2025—a 9% increase over the previous year. This growth marks the strongest recovery phase since the lifting of travel restrictions following the COVID-19 pandemic.

The tourism sector had previously faced severe setbacks during the pandemic, compounded by earlier social unrest, which led to a sharp decline in arrivals. The gradual return of stability and health safety has set the stage for renewed interest in Hong Kong as a travel destination.

Introducing the “Summer Viva” Campaign to Engage Visitors

To capitalize on this resurgence, the tourism board has unveiled the “Summer Viva” initiative, a multifaceted campaign designed to highlight Hong Kong’s cultural vibrancy and encourage visitors to extend their stays.

The campaign features a series of high-profile events, including celebrations for the 20th anniversary of Hong Kong Disneyland and the first birthday of Ocean Park’s panda twins. A lineup of concerts and festivals is also planned to appeal to a broad audience.

For those seeking nature-based experiences, the campaign promotes boat tours to the striking volcanic rock formations in the Sai Kung region, providing access to some of Hong Kong’s most scenic outdoor locations.

Leveraging Influencers and Media to Expand Reach

To boost international visibility, the tourism board has engaged over 100 influencers from a variety of countries, collectively reaching an audience of more than 100 million followers. These digital ambassadors help showcase the city’s attractions through authentic storytelling and engaging content.

Partnerships with major media outlets in mainland China further strengthen promotional efforts, while collaborations with travel agencies and airlines across Japan, Taiwan, South Korea, and Southeast Asia help tailor travel packages suited to different markets.

Enhancing Transportation for Entertainment Visitors

As Hong Kong gains prominence as a live entertainment hub, with major concerts and events drawing large crowds, transportation logistics have come into focus.

Recent challenges have included late-night waits for cross-border buses among concert attendees, particularly those arriving from mainland China. To improve the visitor experience, new transport options are being explored to provide smoother transfers to entertainment hotspots like Causeway Bay and Tsim Sha Tsui immediately after events conclude.

Expanding Medical Tourism Offerings

The city’s excellent healthcare system presents a valuable opportunity to grow medical tourism. Efforts are underway to create health and wellness packages in partnership with local hospitals, appealing to travelers who wish to combine medical check-ups or treatments with leisure.

This initiative aligns with the global trend of integrating healthcare services into travel experiences, broadening Hong Kong’s appeal beyond traditional tourism sectors.

Welcoming Muslim and Middle Eastern Visitors

In addition to leisure travelers, the tourism strategy includes a focus on increasing visits from business and official travelers from the Middle East. Hong Kong’s existing Muslim-friendly infrastructure—such as halal restaurants, prayer rooms, and suitable accommodations—offers a welcoming environment for these guests.

The tourism authority plans to work with trade organizations to further promote these amenities, ensuring Muslim visitors feel comfortable and supported during their stays.

Emphasizing Safety and Convenience to Attract Families

Central to Hong Kong’s renewed tourism appeal is its reputation for safety and ease of travel. Families, in particular, are a key target group, drawn to the city’s secure surroundings and diverse attractions.

The efficient transportation network, combined with a wide range of leisure, cultural, and shopping experiences, makes Hong Kong accessible and enjoyable for visitors of all ages.

Building a Sustainable and Inclusive Tourism Future

Hong Kong is committed to transforming its tourism sector by encouraging longer stays and highlighting a more varied visitor experience. Through innovative campaigns, improved visitor services, and targeted market outreach, the city is positioning itself as a premier destination for both leisure and business travelers.

As global travel patterns continue to shift, Hong Kong’s comprehensive and inclusive approach aims to enhance its competitiveness, moving beyond its historical image to showcase a destination rich in culture, hospitality, and safety.

With these strategic efforts, Hong Kong is poised to welcome a new wave of travelers eager to discover the full spectrum of what this vibrant city offers.