Mr. Saeki explained, “I wanted to share a unique moment, so I incorporated the time and place (of the photo) into the visual. I hope people will feel the special moments within everyday life in Hong Kong.” He also noted that they created eight 15-second short videos related to the key visual and designed a logo featuring Chinese seals and neon lights as motifs.
The campaign centers on “diversity,” “vitality,” “contrast,” and “world-class” as Hong Kong’s unique charms. It will promote Hong Kong using 16 colors that symbolize the city, alongside nine key visuals that embody the city’s distinctive character.
The campaign positions Hong Kong not merely as a “place to visit,” but as a “city where you can experience the vibrancy and culture of daily life,” and aims to showcase its appeal. Michiko Saeki, Senior Manager of Trade Marketing, explained the campaign’s objective, saying, “It is not about simply informing people about Hong Kong, but about letting them experience it—this is what sets Hong Kong apart from any other city and makes it a place people will want to visit again and again.”
On October 15, the Hong Kong Tourism Board held a seminar for the travel industry in Tokyo to introduce its recently launched global campaign, “Only in Hong Kong.”
Promoting themed tours and events to attract Japanese travelers
During the seminar, the current state of Hong Kong’s travel market and future promotional plans were also discussed. According to Mr. Saeki, the number of Japanese travelers to Hong Kong from January through August 2026 fell 7.9 percent year-over-year to 434,491. In August alone, the number dropped 25 percent to 37,049.
In response, Mr. Saeki attributed the decline to global issues such as the Middle East crisis, the weak yen, and rising travel costs due to higher fuel prices. However, he added, “I’ve heard from travel agencies that reservations for Silver Week in September—when fuel prices had fallen—were higher than during the summer. I’m hopeful about the September figures.” He expressed his hope that “this year, at the very least, the number of Japanese visitors to Hong Kong will match last year’s level.”
As with last year, the target audience will primarily consist of Generations Y through Z, aged 14 to 45, and promotions will focus on social media and other platforms. Going forward, the company will focus on four areas: themed travel, events, panda theme parks, and MICE. Mr. Saeki expressed the view that “to increase the number of Japanese visitors, we need to propose enriching stays in Hong Kong, rather than simply promoting Hong Kong itself.”
With regard to themed travel—an area we particularly want to promote—our plan is to highlight the diverse attractions Hong Kong has to offer beyond the standard Hong Kong Disneyland and gourmet dining. Specifically, we have established four themes for walking tours in Old Town Central. “Old Town Signatures,” where visitors can experience the local food culture and historic streetscape; “Old Town Legacy,” featuring iconic landmarks that evoke a sense of history and the fusion of Eastern and Western cultures; “Neighborhood Tastes,” which focuses on visiting renowned restaurants; and and “Art & Soul,” which explores the local art scene.
In addition, the seminar covered topics such as local cuisine, the beautiful natural scenery—including Sai Kung, which has been designated a UNESCO Global Geopark—and “Happy Wednesday,” an event held on Wednesday nights when races take place at Happy Valley Racecourse.
He also discussed upcoming events, including “Halloween Month”—which is being held for the first time and runs through the end of October—and the “Hong Kong Wine & Dine Festival,” a food festival scheduled for October 29 and November 1. Mr. Saeki stated, “Although the event periods are short, we at the Hong Kong Tourism Board want to promote these opportunities for unique experiences and strengthen our marketing efforts.”
© Source travel watch