Hong Kong Tourism Board Launches 'Only in Hong Kong' Campaign in South Korea

By Kang Sang Heon Posted : June 23, 2026, 17:52 Updated : June 23, 2026, 17:52
Hong Kong Tourism Board's new global campaign 'Only in Hong Kong' allows visitors to fully experience the unique charm of Hong Kong, launched first in South Korea. [Photo by Kang Sang-heon]
 
Hong Kong Tourism Board has launched its new global campaign, 'Only in Hong Kong,' first in South Korea, to encourage visitors to fully experience the unique attractions of the city.

On June 23, the Hong Kong Tourism Board held the '2026 Hong Kong Tourism Trade Fair' at the Grand Ballroom of the Westin Chosun Hotel in Seoul, where it officially announced the campaign's direction and the latest travel content.

The newly unveiled 'Only in Hong Kong' campaign focuses on capturing the unique landscapes, sounds, atmosphere, and sensations that can only be experienced in vibrant Hong Kong. The board identified four core elements that define Hong Kong's appeal: Variety, Vibrancy, Contrast, and World-class quality.
 
Kim Yoon-ho, Director of Hong Kong Tourism Board's Korea Office. [Photo by Hong Kong Tourism Board]
 
During the campaign announcement, Kim Yoon-ho, Director of the Hong Kong Tourism Board's Korea Office, stated, "Hong Kong is not just a place to visit; it is a city that transforms first-time visitors into repeat visitors by allowing them to experience it fully. We aim to guide visitors from merely knowing about Hong Kong to truly feeling it with their entire being."

To visually express the city's authenticity, the Hong Kong Tourism Board introduced 16 vibrant brand colors. These colors, inspired by local elements such as 'Sparkling Red' from junk boats, 'Ding Ding Green' from the iconic trams that have been part of daily life for Hong Kong citizens, and 'Lavender' from the Kai Tak Stadium, aim to establish a distinctive brand identity for Hong Kong.

Building on this foundation, the Hong Kong Tourism Board plans to implement diverse attraction strategies. It aims to elevate the status of mega-events like the Wine and Dine Festival and Hong Kong WinterFest, reinforcing Hong Kong's image as the 'Event Capital of Asia,' while continuously uncovering and showcasing the most authentic local experiences hidden in the city's alleys. Additionally, following the launch of the 'Taste Hong Kong Guide' earlier this year, the board plans to release guides on Hong Kong film locations and traditional culture to help travelers immerse themselves in the city's history and the lives of its residents.
 
Anthony Lau, Executive Director of the Hong Kong Tourism Board. [Photo by Kang Sang-heon]
 
The significance of the South Korean market was reiterated. Anthony Lau, Executive Director of the Hong Kong Tourism Board, expressed in his welcoming remarks, "South Korea is one of Hong Kong's closest and most important partners. We are fully prepared and eagerly await our precious friends from Korea to discover unforgettable experiences that can only be found in Hong Kong."

The 'Hong Kong Tourism Trade Fair,' where the new campaign was announced, has been a flagship B2B event of the Hong Kong Tourism Board since 2005. It brings together local tourism industry representatives from Hong Kong and South Korea to share the latest travel trends and explore opportunities for new travel product development and business collaboration.

This year's event saw participation from 38 representatives of the Hong Kong tourism industry, including hotels, attractions, and travel agencies, along with over 110 key figures from South Korea's travel industry. The Hong Kong delegation introduced new tourism content and product development directions aligned with changing travel trends and discussed practical business collaboration with their South Korean counterparts.

The partnership between the two countries for the development of the tourism industry was further solidified. On this day, the Hong Kong Tourism Board signed a strategic memorandum of understanding (MOU) with the Korea Association of Travel Agents (KATA). The two organizations will actively collaborate in various areas, including joint promotion and marketing to create new tourism demand, sharing tourism information, and business matching.

To enhance region-specific marketing efforts, the Hong Kong Tourism Board will continue the tourism trade fair in Busan at Signiel Busan on June 25.
 
Hong Kong Tourism Board's new global campaign 'Only in Hong Kong.' [Photo by Kang Sang-heon]




* This article has been translated by AI.
Kang Sang Heon

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