Cathay Pacific, Leo Singapore Launch Hong Kong 'Fun Per km²' Campaign

New Campaign Highlights Hong Kong's Density

Cathay Pacific and Leo Singapore have launched "Hong Kong: The Most Fun Per km²," a social-first campaign designed to attract travellers from Southeast Asia and Oceania. The campaign encourages a fresh perspective on Hong Kong, focusing on the high concentration of activities and attractions available within its compact neighbourhoods.

This initiative follows an earlier successful version of the campaign, continuing efforts to showcase the city's unique character.

The core idea behind "Hong Kong: The Most Fun Per km²" is the city's density, presenting it as a strength where a single square kilometre can encompass diverse offerings, from traditional dai pai dongs and Michelin-starred restaurants to independent cafés, bars, cultural landmarks, markets, and nature trails, all within close proximity.

Visitor Numbers Rise, Fueling Tourism Momentum

The campaign arrives as Hong Kong continues to register an increase in international visitor arrivals. The Hong Kong Tourism Board reported 26.7 million visitor arrivals during the first half of 2026, marking a 13% year-on-year increase compared to the same period in 2025.

This data demonstrates sustained momentum in inbound tourism and renewed interest in Hong Kong as a destination. Nicholas Tay, Cathay Pacific's Regional Head of Customer Travel and Lifestyle for Southeast Asia and Oceania, stated that as Hong Kong's home carrier, Cathay Pacific has consistently connected visitors to the city.

He added that through "Hong Kong: The Most Fun Per km²," the airline aims to prompt travellers to look beyond well-known landmarks and uncover the significant diversity of activities in each of Hong Kong’s neighbourhoods.

Creator Partnerships Drive Deeper Exploration

To bring the campaign's concept to life, Cathay Pacific and Leo Singapore collaborated with content creators from across Southeast Asia and Oceania, including Jenn & Jon (@soimjenn), Irny (@trippplechins), Shayla (@itsshaylajay), and Lu & Lachy (@luisadaldin). These creators were tasked with exploring their own single square kilometre of Hong Kong.

Rather than adopting the conventional travel content approach of covering extensive ground, each creator focused on revealing the depth, character, and variety found within their designated neighbourhoods. This approach aimed to show that some of Hong Kong’s most memorable activities stem from the depth of exploration, not the distance travelled.

The square kilometre concept was also adapted for social media platforms, with TikTok stories showcasing self-contained explorations and Instagram grids transforming into maps of Hong Kong, each tile representing an area to explore.

Strategic Intent: Redefining Hong Kong Travel

Asheen Naidu, Leo Singapore's Groupe Executive Creative Director, explained the strategic thinking behind the campaign, noting that while Hong Kong's density is often seen as merely a physical attribute, the campaign views it as a distinct advantage.

Naidu commented that in Hong Kong, covering less ground often leads to finding more, aligning with the richer travel experiences that modern travellers seek. By working with popular regional creators and deliberately limiting their exploration space, the campaign sought to prove that a focused approach to Hong Kong reveals more.

Nicholas Tay further highlighted the goal of the campaign as encouraging travellers to find extraordinary diversity, whether it is an excellent meal, a unique vintage shop, or one of Asia’s top bars, within the city's various districts.

Direct Booking Pathways for Inspired Travellers

The campaign aims to convert inspiration into action by providing tangible next steps for travellers. Each square kilometre featured in the campaign is showcased on a dedicated microsite. This site presents curated itineraries for visitors, paired with attractive airfares from Cathay Pacific, streamlining the process from viewing content to making a booking.

This integration is designed to facilitate travel planning and encourage direct bookings to Hong Kong, thereby driving inbound tourism. The initiative demonstrates a clear strategy to leverage content marketing to influence travel decisions and support the ongoing recovery and growth of Hong Kong's tourism sector.