Redefining wanderlust: Hong Kong's distinct charm to Southeast Asian travellers

This post is sponsored by the Hong Kong Tourism Board.

In the post-pandemic awakening of global travel, the Hong Kong Tourism Board (HKTB) has masterfully captured the moment to draw Southeast Asian travellers back to its dynamic cityscape.

With a multi-faceted “Hello Hong Kong” campaign since early 2023, Hong Kong is not only reclaiming its position as a travel hot spot, but also redefining its appeal to a diverse Southeast Asian audience. This resurgence goes beyond statistics; it’s about igniting a passion for exploration through personalised stories and engaging and interactive experiences.

Record arrivals boost region's growth

The tourism revival from Southeast Asia has exhibited significant growth over the past few years. This revival is attributed to the targeted and localised strategy HKTB has adopted, resonating with varied traveller segments from Indonesia, Malaysia, Thailand, the Philippines, and beyond. Celebrating its millionth visitor of the year from the Philippines, Hong Kong has further solidified its appeal to Southeast Asian travellers.

HKTB celebrating its one millionth visitor from the Philippines.

Such efforts have not gone unnoticed. Accolades at the 2024 Marketing Excellence Awards highlight the success of these endeavours. From a gold win in Malaysia for influencer marketing to multiple awards in Indonesia and Thailand, HKTB’s strategic communication is paving the way for a holistic tourism experience.

The power of a localised strategy

With a deep understanding of cultural and lifestyle nuances, HKTB has launched tailored campaigns that appeal to each country’s unique audience. In the Philippines, the “Be with U” music video featuring celebrity couple KDLex, struck a chord with those seeking romantic escapades.

Meanwhile, Indonesia saw a collaboration with Nada Puspita, a lifestyle fashion brand, to captivate the Muslim demographic. The Kuans, Malaysia’s renowned family of content creators, has been instrumental in spotlighting Hong Kong’s hidden treasures, and recently released its 2025 Chinese New Year music video, which was filmed in Hong Kong.

In Thailand, recognisable stars such as Mario Maurer and the Horwang Sisters brings a touch of glamour and familiarity, creating compelling content to bolster Hong Kong’s presence in the region.

Regional Thai celebrity Mario Maurer exploring a variety of experiences in Hong Kong.

Hidden gems, and beyond

This year, the HKTB’s “Hide & Seek Hong Kong – Hidden Gems Discovered” campaign has invited tourists to explore beyond the usual and discover the local secrets of Hong Kong. By venturing into lesser-known neighbourhoods and serene outlying islands, visitors are encouraged to uncover their own unique piece of the city, untouched by bustling city life. This initiative taps into the rising trend of immersive and meaningful travel, designed to foster deeper connections with the places visited.

The Kuans making an appearance at HKTB’s Hidden Gems event in Kuala Lumpur.

Looking ahead: Events, and more

The year 2025 promises to be an exhilarating year for Hong Kong. As the new Kai Tak Stadium nears completion, this 50,000-seater venue is set to become the new heart for the famed rugby Hong Kong Sevens and will host its inaugural entertainment act, Coldplay, in April. These events, along with HKTB’s upcoming new brand campaign strategy, aim to reinvent the brand narrative and solidify Hong Kong’s vibrant image as a destination brimming with life and stories.

Catering to every traveller

HKTB’s commitment to inclusivity is demonstrated through its strategic focus on the Muslim travel segment, enhancing Hong Kong’s appeal as a welcoming and accommodating destination.

HKTB’s collaboration with fashion brand Nada Puspita reaches out to the Muslim demographic.

Its efforts include expanding Muslim-friendly accreditations across attractions and hospitality industries. Beyond that, HKTB’s venture into spiritual tourism in Thailand with segments such as “Fortune Seekers” showcases a deep understanding of traveller motivations, broadening its appeal through strategic trade and consumer partnerships.

The multi-faceted campaign approach that HKTB has embarked upon not only fuels wanderlust, but also propels Hong Kong as a top consideration for travellers, inviting them to rediscover its rich culture, stunning landscapes, and dynamic urban life.

As Southeast Asian travellers set their sights on Hong Kong for 2025, and beyond, the city’s appeal lies in its fresh narratives and genuine hospitality, inviting everyone to write their own Hong Kong story.