HK sees 35% YOY increase in Japanese visitors from January to August

Hong Kong has seen a significant rise in tourist arrivals from Japan this year, with over 470,000 visitors from January to August, marking a 35% year-on-year (YOY) increase.

This comes as the Hong Kong Tourism Board reported that over 76,000 travellers from Japan visited Hong Kong in August, marking a 55% YOY increase. This makes Japan the short-haul market with the largest growth.

In light of the steady rise in visitor arrivals from Japan this year, the HKTB's Tokyo office will continue to showcase Hong Kong's diverse tourism offerings under the theme “Kawaii Hong Kong” (Kawaii 香港), presenting the city as an adorable and Instagrammable destination aligned with the familiar "kawaii" concept for the Japanese market.

As part of the theme, the HKTB will partner with the travel trade to launch related thematic tourism products, invite media and KOLs to explore Hong Kong’s newest Instagrammable points of interest, and curate a brand new “Kawaii Hong Kong” travel guide to attract young, trend-sensitive visitors.

Don’t miss: HKTB taps Takuya Kimura's daughter Kōki to promote HK's cultural scene

The HKTB has been implementing initiatives to attract Japanese tourists. Most recently, it collaborated with Hong Kong tourism industry partners to take part in the “JATA Tourism EXPO Japan 2025 Aichi / Central Japan” travel fair, held from 25 to 28 September.

The HKTB set up a pavilion showcasing Hong Kong’s contrasting appeals of modern metropolitan charisma and nostalgic touches, while incorporating the meticulous sets and decours of local blockbuster Twilight of the Warriors: Walled In (九龍城寨之圍城), which have risen to popularity among the Japanese, into the exhibition halls. Meanwhile, it also infused the exhibition experience with giant panda, neon light billboards to highlight HKTB’s Tokyo office’s promotional theme “Kawaii Hong Kong”, creating Instagrammable photo hotspots with Hong Kong uniqueness that captured EXPO visitors’ attention. 

Prior to the EXPO, HKTB had previously launched a series of promotions in September on its social media platforms. The HKTB pavilion also featured interactive games, distributing souvenirs of the blockbuster to game participants.

Anthony Lau, HKTB executive director, also led the team as HKTB joined the expo, and met with JATA’s chairman, Hiroyuki Takahashi and the Japanese travel trade partners, exploring business opportunities together.

Back in May, the HKTB tapped Japanese rising star Kōki, the daughter of famed actor Takuya Kimura, to front a promotional video, highlighting the beauty and vibrancy of Hong Kong. With 3.6 million Instagram followers, Kōki, a model and actress, rose to prominence in Japan, bolstered by Takuya’s legendary status in Asia’s entertainment industry.

Titled “Kōki's journey through Hong Kong” (光希 Kōki 漫遊香港足跡), the video documented Kōki's footprints across Hong Kong, including a ride on the upper deck of an open-top tram, touring around Hong Kong island to witness the bustling street scenes.

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