Hong Kong is seeking to promote itself as a city that visitors “feel” rather than merely see under a new global tourism campaign highlighting experiences ranging from mahjong games and tram rides to hidden beaches and Kai Tak Stadium.
Tourism Board executive director Anthony Lau Chun-hon told the South China Morning Post on Sunday that the “Only in Hong Kong” campaign aimed to redefine how travellers experienced the city and distinguish it from other destinations.
“Moving beyond a place to see, the campaign reveals Hong Kong [as a city] made to be felt,” Lau said.
“By capturing the city’s sights, sounds and rich flavours, ‘Only in Hong Kong’ reveals the true soul of the city, transforming everyday moments into lifelong memories.”
The campaign began rolling out on digital and social media platforms worldwide earlier this month, while its television advertisement will make its Hong Kong debut on Monday.
It will later be expanded in phases across the city’s major visitor source markets through global and regional television networks, localised media channels and outdoor advertising.
The campaign presents Hong Kong through contrasts, pairing its dense urban landscape with secluded natural escapes and highlighting experiences such as Star Ferry journeys, skyline hikes, neighbourhood visits and stays in high-end hotels.