Hong Kong city view at sunset.The Hong Kong Tourism Board (HKTB) has launched a new strategy aimed at increasing the duration and depth of visits from UK travellers. This move follows a significant rise in UK arrivals, which surged by over 20% year-on-year in June and grew more than 13% in the first half of 2026 compared to the same period last year.
The HKTB has appointed The PC Agency, a leading luxury travel consultancy, to manage its UK public relations strategy. The agency will focus on enhancing media relationships and encouraging visitors to explore more of Hong Kong's diverse offerings. Paul Charles, CEO of The PC Agency, expressed enthusiasm about the collaboration, stating, “Hong Kong is a place that exceeds your expectations every time you visit.”
In 2025, Hong Kong welcomed over 300,000 visitors from the UK, marking a 15% increase from 2024. The new strategy aims to capitalise on this growth by promoting Hong Kong as a destination where travellers can enjoy a mix of urban excitement and natural beauty. Annette Wendel-Menke, Director of Europe at HKTB, highlighted the importance of the UK market, noting the strong connection between the two destinations.
Hong Kong's appeal lies in its vibrant culinary scene, with 77 restaurants awarded MICHELIN stars in 2026, and its renowned cocktail bars, including Bar Leone, named the World’s Best Bar. Beyond the city, visitors can explore outlying islands and hiking trails, offering a rich tapestry of experiences. The city's packed events calendar further entices visitors to extend their stay, ensuring there is always something new to discover.
This story was selected and published by a human editor, with content adapted from original press material using AI tools and checked by the editor before publication. Spot an error? Report it here.
