HKTB Launches 'Only in Hong Kong' Campaign at Shanghai Expo

Hong Kong Tourism Board Promotes City at Shanghai Expo

The Hong Kong Tourism Board (HKTB) participated for its ninth consecutive year in the China International Import Expo (CIIE), which concluded yesterday, November 10, in Shanghai. The HKTB used its pavilion at the 9th edition of the national trade event to introduce its new "Only in Hong Kong" global promotional campaign.

This six-day exhibition, held from November 5 to 10, served as a key platform for the HKTB to engage with international exhibitors and visitors, promoting Hong Kong's diverse appeal as a travel destination.

Showcasing Urban Experiences and International Hub Status

Working in collaboration with representatives from Hong Kong's hospitality, airline, theme park, and wider travel trade sectors, the tourism board aimed to highlight the city's unique urban experiences, culinary offerings, and its established role as an international travel hub.

HKTB Executive Director Anthony Lau stated that the annual expo represents a significant national economic platform and an essential channel for presenting Hong Kong's commercial and cultural strengths to both mainland Chinese and international markets.

Mr Lau also acknowledged government support for the sector, noting that ongoing cooperation between statutory bodies and private partners remains vital for expanding the city's global reach.

Interactive Pavilion Zones and Smart Tourism

The HKTB pavilion featured three distinct exhibition zones, designed to illustrate Hong Kong's lifestyle and destination appeal through multimedia and interactive displays. An immersive zone utilised large-scale LED screens and interactive installations to recreate the city's skyline, cultural heritage, and major international events.

A second area focused on in-depth travel, presenting curated itineraries such as Old Town Central, a chef-led culinary guide titled "Taste Hong Kong", and the "Hong Kong Good Take" campaign, which features classic movie filming locations.

The third zone concentrated on the Guangdong–Hong Kong–Macao Greater Bay Area, using digital exhibits to position Hong Kong as a primary gateway for multi-destination travel across southern China. The pavilion also incorporated smart tourism elements, including an interactive photo-taking robot that generated commemorative pictures with Hong Kong landmarks for attendees.

Sustaining Global Reach for Travellers

Tourism officials noted that the interactive robot installation reflects broader efforts by the HKTB to deploy artificial intelligence and big data analytics to enhance visitor convenience and service quality. Looking ahead, the tourism board intends to sustain the "Only in Hong Kong" initiative across its key source markets.

This strategy involves combining targeted marketing efforts with participation in conventions, exhibitions, and major public celebrations, aiming to attract both long-haul and regional travellers to the city. This continued push will be crucial for Hong Kong's tourism recovery and growth in the coming year.