The Power of Experiential Travel: Hong Kong Tourism today

Today’s travellers seek immersive, community-focused experiences that go beyond luxury shopping and sightseeing.

The key to repositioning Hong Kong’s image lies in authentic storytelling, cultural engagement, and highlighting what makes the city truly unique—its people, food, and heritage.

By embracing experiential tourism, long-form storytelling, and dynamic activations, Hong Kong can redefine itself as a culturally rich, experience-driven destination that invites visitors to engage, participate, and belong.

From Shopping Hub to Cultural Destination

Branding Strategy: Showcase Authenticity Over Luxury

For years, Hong Kong has been known as a retail paradise. But this narrative is fading—the share of overnight tourism receipts from shopping dropped from 51% in 2018 to 41% in 2024. Luxury brands have dominated the city’s retail landscape, overshadowing local creativity and limiting broader appeal.

To redefine its global brand, Hong Kong must shift the focus from high-end retail to cultural and experiential tourism. Instead of relying on luxury malls, campaigns should spotlight:

1. Street markets and dai pai dong that reflect Hong Kong’s vibrant food culture.

2. Historic villages and traditional craftsmanship that showcase the city’s living heritage.

3. Engaging visual storytelling and influencer collaborations that bring these experiences to life.

By positioning Hong Kong as the gateway to unique, hyper-local experiences, the city can attract a new wave of travellers who seek authenticity over excess.

Values Over Transactions: The Power of Experiential Branding

Branding Strategy: Sell Stories, Not Products

Today’s travellers prioritise meaningful experiences over material goods. Hong Kong’s tourism narrative must evolve to highlight its craftsmanship, culinary heritage, and artistic hubs rather than just high-end shopping.

Experiential luxury is the future—travellers seek exclusive, personal, and enriching moments. Instead of focusing solely on retail, Hong Kong should position itself as a destination. These include:

1. Private art tours that offer behind-the-scenes access to local galleries.

2. Tea appreciation workshops that celebrate tradition and culture.

3. Chef-led dining experiences that offer insight into Hong Kong’s evolving food scene.

A strong brand narrative should emphasise participation—allowing visitors to actively engage with the city’s culture through guided food circuits, traditional craftsmanship workshops, and behind-the-scenes culinary experiences.

Long-Form Storytelling: Crafting a Distinct Hong Kong Narrative

Branding Strategy: Invest in Cinematic, Emotional Storytelling

Short-form content is losing its dominance as consumers crave depth and authenticity. Hong Kong must embrace long-form storytelling to highlight its cultural layers, heritage, and evolving identity.

This approach can take shape through:

1. Documentary-style content that features artisans, chefs, and local storytellers.

2. Immersive travel series that highlight unique cultural experiences.

3. High-quality branded content that prioritises authenticity over quick impressions.

A compelling campaign could include a documentary series featuring local tea brewers, street food vendors, and craftspeople, bringing to life the stories behind everyday Hong Kong experiences. By leveraging rich, engaging narratives, Hong Kong can create deeper emotional connections with potential visitors.

Activating Hong Kong’s Cultural Assets for a Stronger Brand Identity

Branding Strategy: Transform Existing Spaces into Experience-Driven Destinations

Hong Kong doesn’t need new attractions—it needs better storytelling around existing ones. Instead of relying on static tourism, the city must create dynamic, experience-driven narratives that enhance engagement.

This means curating cultural trails, revitalising historic spaces, and integrating local businesses into curated visitor circuits. Destinations like PMQ, Tai Kwun, and Luen Wo Market can become more immersive. This includes:

1. Thematic food trails that connect travellers to authentic culinary experiences.

2. Artisan showcases that highlight Hong Kong’s craftsmanship.

3. Interactive pop-ups and seasonal markets  that generate social media buzz.

Limited-time activations—such as heritage dining experiences, artist collaborations, and night markets—can further position Hong Kong as a city that is constantly evolving, deeply cultural, and full of discovery.

Branding Hong Kong for the Future

The future of Hong Kong’s tourism branding lies in:

1. Shifting from passive tourism to immersive, experience-driven branding.

2. Investing in long-form, emotionally engaging storytelling.

3. Balancing innovation with heritage to redefine its global appeal.

By revitalising cultural assets, crafting engaging visitor journeys, and leveraging experiential tourism, Hong Kong can transform itself from a place to visit into a city to be explored, experienced, and remembered.