Published on
January 16, 2026
In an effort to boost tourism to Hong Kong from the Philippines, the Hong Kong Tourism Board (HKTB) has launched a public relations tender to manage a two-year promotional campaign. The initiative, which runs from May 2026 to April 2028, aims to create a sustained PR presence in the Philippines to attract more Filipino travelers to Hong Kong. With the growing interest in both cultural and leisure tourism, the partnership is expected to enhance Hong Kong’s position as a leading tourist destination in Asia.
Why Is Hong Kong Targeting the Philippines for Tourism Promotion?
The Philippines, known for its rich history, vibrant culture, and beautiful beaches, is a growing market for Hong Kong tourism. With close proximity and a significant Filipino diaspora in Hong Kong, the tourism board sees great potential in increasing the number of Filipino travelers. The HKTB aims to work closely with the chosen PR agency to design campaigns that resonate with local consumers, bringing a new wave of travelers to experience the wonders of Hong Kong, whether for leisure, shopping, or business.
Through a series of targeted media relations efforts, the agency will be tasked with promoting Hong Kong’s dynamic city life, historic landmarks, and innovative attractions to a broader audience. By collaborating with local influencers, media outlets, and travel partners, the goal is to create a buzz that will encourage Filipinos to explore Hong Kong’s diverse offerings.
Key Responsibilities for the PR Agency
The successful bidder for the two-year PR contract will take on various responsibilities. These will include, but not be limited to:
- Media Monitoring: Regularly tracking and reporting on media mentions, trends, and emerging opportunities to ensure the brand message is effectively reaching Filipino audiences.
- Press Release Distribution: Creating and distributing press releases to maintain regular communication with key media partners, providing updates on events, promotions, and tourism news.
- Brand and Influencer Campaign Management: Partnering with local influencers and celebrities to increase the impact of the promotional campaigns. This includes coordinating social media outreach and public appearances.
- Organizing Media Events and Familiarization Trips: Developing and executing media events, press conferences, and familiarization trips for journalists to experience Hong Kong firsthand. These activities will allow reporters to generate authentic content that inspires potential visitors.
Benefits of the Tender for Filipino Tourists
For Filipino travelers, this new initiative promises an exciting opportunity to explore one of Asia’s most renowned travel destinations. From luxury shopping in Central to cultural experiences in Kowloon, Hong Kong offers something for every type of traveler. Whether you’re looking for family-friendly attractions, bustling nightlife, or serene escapes, the city has it all. Additionally, with frequent flights connecting the two regions, it’s becoming easier for Filipinos to visit and enjoy Hong Kong’s world-class hospitality.
Exploring New Travel Trends for Filipinos
While Hong Kong has long been a favorite destination for Filipino tourists, the growing trend toward regional travel has opened up new possibilities for promotional strategies. With more Filipinos seeking international experiences, the HKTB is aligning its marketing efforts to focus on niche segments such as family vacations, shopping holidays, and cultural explorations.
For those traveling from the Philippines, Hong Kong’s unique blend of East and West, combined with its modern infrastructure and iconic skyline, offers a dynamic vacation experience. Moreover, with direct flights from Manila, Cebu, and Davao, Filipino visitors can conveniently access the vibrant metropolis.
Tips for Filipino Travelers Heading to Hong Kong
To make the most out of your trip to Hong Kong, here are some travel tips for Filipino tourists:
- Plan Your Stay Ahead: Hong Kong offers a wide range of accommodations, from luxury hotels to affordable options. Consider booking early during peak seasons, such as Chinese New Year or the Hong Kong Shopping Festival.
- Use Octopus Card for Easy Transportation: The Octopus Card is a convenient and cost-effective way to travel around Hong Kong’s extensive public transport system, including buses, trains, ferries, and trams.
- Explore Beyond Shopping: While Hong Kong is a paradise for shoppers, make sure to also explore its cultural and natural attractions, such as Victoria Peak, Tian Tan Buddha, and Hong Kong Disneyland.
- Check the Weather: Hong Kong experiences a subtropical climate. Ensure you check the weather before your trip and pack accordingly, especially for the humid summer months.
- Indulge in Local Cuisine: Don’t miss the chance to try Hong Kong’s dim sum, roast goose, and egg tarts, which are iconic culinary delights beloved by locals and tourists alike.
Conclusion: A New Era for Hong Kong Tourism in the Philippines
As Hong Kong Tourism Board moves forward with this PR initiative, it is clear that Filipino travelers can expect more personalized campaigns tailored to their interests. With an increased focus on cultural experiences, shopping, and family-friendly activities, the Philippine market represents a major growth opportunity for Hong Kong’s tourism sector.
The partnership between HKTB and a leading Philippine PR agency is expected to shape the future of tourism between the two regions. If you’re planning your next international getaway, Hong Kong should definitely be at the top of your list!
