The Hong Kong Tourism Board (HKTB) has introduced a new strategy in the United Kingdom to build on strong visitor growth and encourage British travellers to spend more time exploring the destination. The initiative aims to shift Hong Kong’s image from a short city stopover to a destination where visitors can enjoy a longer holiday combining food, culture, nature, nightlife, shopping and major events. As part of the strategy, HKTB has appointed The PC Agency, a global luxury travel consultancy, to lead its destination public relations activities in the UK. The partnership is intended to strengthen Hong Kong’s visibility in the British market while attracting visitors who are likely to stay longer and spend more during their trips.
UK Visitor Numbers Continue to Rise
The new strategy follows significant growth in arrivals from the UK. It welcomed more than 300,000 British visitors in 2025, representing a 15 percent increase compared with 2024. The upward trend continued in the first half of 2026, with UK arrivals increasing by 13.1 percent compared with the same period a year earlier.
HKTB said the growth reflects increasing interest among British travellers in Hong Kong’s combination of a dynamic urban environment, distinctive cultural experiences and easy access to nature. The new campaign will therefore focus on encouraging visitors to explore beyond Hong Kong’s famous skyline and discover its neighbourhoods, islands, hiking routes, food culture and year-round events.
From Michelin Dining to Mountain Trails
Food and drink will be an important part of its tourism offering. The 2026 MICHELIN Guide recognised 77 restaurants across the city, covering everything from established Cantonese restaurants to contemporary fine dining.
At the same time, visitors can experience Hong Kong’s traditional street-food culture, including its well-known dai pai dong open-air food stalls, creating a culinary experience that ranges from high-end dining to local dishes.
Hong Kong’s nightlife is also gaining international recognition. Bar Leone became the first bar in Asia to be named the World’s Best Bar, while seven Hong Kong establishments were included in Asia’s 50 Best Bars 2026 list. Beyond the city centre, travellers can reach destinations such as Lantau, Lamma, Cheung Chau and Peng Chau, where beaches, seafood communities and hiking trails provide a contrast to the urban landscape. Popular outdoor experiences include the Dragon’s Back and MacLehose Trail, while neighbourhoods such as Sheung Wan and Sham Shui Po offer heritage architecture, creative spaces, street art and local culture.
Events Provide More Reasons to Stay
HKTB is also highlighting its extensive calendar of cultural, sporting and culinary events as part of its strategy to increase visitor stays. Major attractions include the Hong Kong Sevens and Hong Kong Marathon, alongside cultural events such as Hong Kong Arts Month and Mid-Autumn Festival celebrations. Food and beverage events, including the Hong Kong Wine & Dine Festival, provide additional reasons for international travellers to plan longer visits.
The tourism board said the UK remains one of its important long-haul markets and that the latest strategy will focus on presenting Hong Kong from a broader perspective. By combining its internationally recognised dining and entertainment scene with heritage, outdoor adventure, islands and cultural experiences, it is seeking to encourage British visitors to move beyond traditional city sightseeing and experience more of the destination.
