HKTB and Xiaohongshu unveil new travel guide to promote brand HK

Hong Kong Tourism Board has partnered with Chinese social platform Xiaohongshu to unveil the latest “Hong Kong Citywalk Guide” to lure back more travellers to the city.

This comes as searches for "Hong Kong" on Xiaohongshu from May to July this year has reached 28.2 million, which shows the high popularity of travel in Hong Kong.

Following the launch of “Hong Kong Travel Time Machine” and “Art Travel to Hong Kong”, both parties cooperated on a new round of promotion for “Hello, Hong Kong”, with the theme of “Citywalk”, ahead of the National Day Golden Week.

Featuring five distinctive Hong Kong travel routes such as Pei Ho Street in Sham Shui Po and graffiti areas near Sai Ying Pun and Central, the guide also explores new tourism perspectives of the city and aims to attract more tourists to visit Hong Kong.

Furthermore, influencers from Xiaohongshu and local artists have been actively promoted the campaign and Chinese Golden Week, including Laurinda Ho, Bosco Wong, Fiona Sit, Hubert Wu and James Ng.

A spokesperson from Xiaohongshu said the campaign has covered five new Hong Kong tourism perspectives including mountain and sea walks, museum walks, neon walks, graffiti walks, art walks, Xiaohongshu will continue to cooperate with the Hong Kong Tourism Board to link up more celebrities, bloggers, and venues to add a new colour to Hong Kong's tourism industry. 

MARKETING-INTERACTIVE has reached out to Xiaohongshu for more information. 

Don't miss: HKTB and global media platforms join forces to feature influencers' first-person experiences in HK

Apart from social media platforms, back in April, HKTB also partnered with various media platforms from China, Taiwan, Korea and Japan to feature influencers' first-person experiences in Hong Kong in their TV programmes. 

With the idea of "Seeing is believing", the HKTB invited popular stars from China, Japan, South Korea, amongst others, to tell their experiences in Hong Kong through starring in certain entertainment and travel shows. 

In Mainland China, HKTB partnered with Tencent to launch a video series (再遇．香港), in which the host shared his first-person experience of taking the peak tram, riding on Ngong Ping 360 crystal cabin cable car, and visiting the Hong Kong Palace Museum and M+ Museum. The HKTB has also invited a number of influencers and Super fans from GBA to check in at various attractions under the themes of art and culture, rejuvenated attractions, food and wine, as well as neighborhood revitalisation.

Related articles:

HKTB invites global celebrity chefs to HK to promote HK's culinary culture
HKTB relocates SEA regional director Raymond Chan to HK to promote HK tourism
HKTB to launch 'Hello Hong Kong 2.0' campaign amid revitalisation of HK tourism

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