Hong Kong is strengthening its ties with South Korea’s travel industry in a bid to boost tourism arrivals and reinvigorate cross-border travel between the two popular Asian destinations. The Hong Kong Tourism Board (HKTB) has partnered with the Korea Association of Travel Agents (KATA) to launch a collaborative campaign aimed at attracting more Korean visitors to Hong Kong.
The partnership was formalized during the 2026 Hong Kong Tourism Fair held in Seoul, where HKTB and KATA signed a memorandum of understanding (MOU) to jointly promote tourism exchanges. The collaboration will see both organizations working together on marketing campaigns, travel trade events, and promotional packages designed to appeal to Korean travelers seeking unique experiences in Hong Kong.
South Korea has long been one of Hong Kong’s key source markets for inbound tourism. Before the pandemic, Korean visitors consistently ranked among the top international arrivals to the city. With travel demand rebounding strongly across Asia, both sides see an opportunity to deepen cooperation and capture growing interest in short-haul regional travel.
As part of the initiative, HKTB launched its “Only in Hong Kong” campaign in South Korea, highlighting the city’s distinctive blend of East-meets-West culture, world-class dining, vibrant nightlife, and iconic attractions such as Victoria Harbour, the Peak Tram, and the newly opened Kai Tak Sports Park. The campaign emphasizes experiences that travelers can only find in Hong Kong, setting it apart from other regional competitors.
The timing of the partnership aligns with HKTB’s broader “Hong Kong Summer Fun” promotion, which offers hundreds of thousands of deals across retail, dining, hotels, and entertainment venues throughout the summer months. Korean travelers stand to benefit from special airfare packages, hotel discounts, and curated itineraries that showcase the best of Hong Kong’s summer offerings.
Industry observers note that the collaboration reflects a wider trend across Asia, where tourism boards and trade associations are forming strategic alliances to accelerate post-pandemic recovery. By pooling resources and expertise, Hong Kong and Korea aim to create a seamless and compelling travel proposition that encourages longer stays and higher spending.
For Korean travel agents, the partnership opens new opportunities to expand their Hong Kong product offerings and tap into growing demand for experiential travel among younger Korean tourists. The MOU also facilitates knowledge sharing and professional development between the two organizations, fostering long-term industry relationships.
Travelers from South Korea can look forward to an enhanced Hong Kong experience in the months ahead, with more tailored promotions, easier booking options, and a renewed focus on the cultural and culinary experiences that make the city a perennial favorite in the region.