On the back of sustained growth from the UK market, Hong Kong is launching a fresh strategy encouraging travellers to not just visit but stay longer and venture further to discover just how much can be found “Only in Hong Kong”.
Hong Kong Tourism Board (HKTB) has appointed The PC Agency, the world’s leading luxury travel consultancy, to oversee its UK destination PR strategy. The appointment marks the next phase of HKTB ambition to grow both in volume and value of UK visitors - increasing time and dollars spent in Asia’s World City.
The move follows a period of sustained growth in the market. Hong Kong welcomed over 300,000 visitors from the UK in 2025, a 15% increase on 2024, with arrivals climbing a further 13.1% in H1 2026. This growth reflects rising demand among British travellers for a destination that pairs unmistakable energy with depth in culture from a culinary scene rivalled by few other cities on earth, to hiking trails, island getaways and a cultural calendar that runs year-round.
Under the new strategy, The PC Agency will work to raise Hong Kong’s profile across the UK, positioning the destination as somewhere for travellers to stay longer, rather than pass through.
“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.”
“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 dining scene is among the most decorated in the world. The 2026 MICHELIN Guide awarded stars to 77 restaurants across the city, from Cantonese institutions to daring tasting menus. The fine-dining offering sits comfortably alongside Hong Kong’s dai pai dong tradition - open-air street kitchens serving unpretentious, generations-old recipes, giving visitors a culinary spectrum that runs from Michelin stars to wok hei in the space of a single street.
The city’s drinking heritage is equally decorated. Hong Kong’s Bar Leone became the first bar from Asia ever to be named the World’s Best Bar, and the city placed seven venues on Asia’s 50 Best Bars 2026 list, more than almost any other city in the region, confirming Hong Kong’s place among the world’s essential cocktail destinations.
Beyond the skyline, Hong Kong’s outlying islands, including Lantau, Lamma, Cheung Chau and Peng Chau, offer beaches, seafood villages and hiking trails such as the Dragon’s Back and the MacLehose Trail, all reachable within an hour of the city centre.
Closer in, neighbourhoods from the heritage lanes of Sheung Wan to the design studios and street art of Sham Shui Po give visitors a city that changes character by the street.
A packed events calendar adds further reasons to stay longer, spanning major sporting fixtures such as the Hong Kong Sevens and Hong Kong Marathon, cultural highlights including Hong Kong Arts Month and the Mid-Autumn Festival lantern displays, and food and drink celebrations such as the Hong Kong Wine & Dine Festival – ensuring there is always another reason to visit.
Tags: UK market Paul Charles, PC Agency Annette Wendel-Menke, Hong Kong Tourism Board
