Hong Kong is stepping up efforts to attract more UK travellers and encourage them to stay longer and explore beyond the city centre.
The Hong Kong Tourism Board (HKTB) has appointed The PC Agency to oversee its UK destination PR strategy. The move forms part of a new approach aimed at increasing both the number and value of UK visitors to Hong Kong.
The strategy comes after continued growth from the UK market. Hong Kong welcomed more than 300,000 UK visitors in 2025, up 15% from 2024. Arrivals increased by a further 13.1% in the first half of 2026.
According to the HKTB, the latest campaign will encourage British travellers to look beyond Hong Kong’s central districts and spend more time exploring its neighbourhoods, islands, hiking routes, food scene and cultural events.
The PC Agency to Lead UK Destination PR
The PC Agency will work to raise Hong Kong’s profile in the UK and promote longer stays rather than short visits.
The agency describes itself as a luxury travel consultancy. It will oversee the destination’s UK PR strategy as the HKTB seeks to build on recent visitor growth.
“Hong Kong is a place that exceeds your expectations every time you visit. Where MICHELIN-starred dining sits minutes from centuries-old temples, and where a world’s-best cocktail bar is never far from a mountain trail or hidden beach.” said Paul Charles, CEO of The PC Agency. “We’re thrilled to be working with the Hong Kong Tourism Board to bring the region’s energy to life for UK travellers, and give them every reason to stay longer once they arrive.”
Annette Wendel-Menke, Director of Europe at the Hong Kong Tourism Board, said the UK remains an important long-haul market for the destination.
“The UK remains one of our most valued long-haul markets, and the growth we have seen over the past 18 months reflects the strength of the connection between our two destinations.” Said Annette Wendel-Menke, Director of Europe, Hong Kong Tourism Board. “We are delighted to be working with The PC Agency as we enter this next chapter, one focused on helping UK travellers see Hong Kong in a new light, and encouraging them to explore beyond the city skyline.”
Hong Kong’s Food and Drink Scene
Food remains a major part of Hong Kong’s appeal to international visitors.
The 2026 MICHELIN Guide awarded stars to 77 restaurants across the city. The selection ranges from Cantonese restaurants to tasting-menu venues.
Alongside fine dining, visitors can experience Hong Kong’s dai pai dong tradition. These open-air street kitchens serve long-established local recipes and offer a different side of the city’s food culture.
Hong Kong’s bar scene has also gained international recognition. Bar Leone became the first bar from Asia to be named the World’s Best Bar.
The city also placed seven venues on the Asia’s 50 Best Bars 2026 list.
Exploring Hong Kong Beyond the City Centre
The new strategy also highlights Hong Kong’s islands and outdoor attractions.
Lantau, Lamma, Cheung Chau and Peng Chau offer beaches, seafood villages and hiking opportunities. The Dragon’s Back and MacLehose Trail are among the routes available to visitors, with the islands and trails reachable within an hour of the city centre.
Within the urban area, neighbourhoods offer different experiences. Sheung Wan is known for its heritage lanes, while Sham Shui Po has design studios and street art.
The approach reflects the HKTB’s focus on encouraging UK visitors to explore beyond Hong Kong’s central skyline.
Events Give Travellers More Reasons to Stay
Hong Kong’s year-round events calendar is another focus of the new UK strategy.
Major sporting events include the Hong Kong Sevens and Hong Kong Marathon. Cultural events include Hong Kong Arts Month and Mid-Autumn Festival lantern displays.
Food and drink events, meanwhile, include the Hong Kong Wine & Dine Festival.
The HKTB said the combination of events, neighbourhoods, dining, outdoor activities and island experiences will support its effort to encourage UK travellers to spend more time in Hong Kong.
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