HKTB invites WeChat content creators to highlight HK's charms via videos

The Hong Kong Tourism Board (HKTB) has partnered with Tencent's WeChat to invite over 100 WeChat video creators to experience Hong Kong and generate authentic content on social media to boost tourism.

Also known as "The Weixin channels creator camp - The Greater Bay Area edition" (港‧萬象城市名片計劃暨微信視頻號創造營灣區專場活動), the creator-driven campaign aims to showcase Hong Kong’s novel tourism experiences to Mainland travellers and deepen cultural exchange through multimedia content.

From now until the end of September, content creators are invited to generate authentic video content illustrating Hong Kong’s multifarious tourism and cultural appeal as they explore the city’s multifaceted experiences. Quality content will be selected for official promotion on WeChat’s platforms.

Local content creators, including actor Matthew Ko, have gained audiences by highlighting elements of Hong Kong’s cuisine and way of life. The platform’s inclusive design also helps overcome language barriers, allowing both Cantonese and non-Cantonese speakers to connect with local narratives.

Speaking at the kickoff ceremony on 31 July, Peter Lam, HKTB chairman, said, "As HKTB upholds, ‘seeing is believing’, we team up with WeChat to invite more than 100 video content creators to visit Hong Kong in person for an in-depth experience of the city’s diverse facets."

"I look forward to the compelling video contents created by the creators as they draw inspirations from our diversely themed itineraries, and hope these contents allow their millions of fans, as well as Mainland and global audiences, to fall in love with Hong Kong with a more profound understanding of our city, encouraging viewers to visit Hong Kong in person," he added.

Don't miss: HK taps mainland livestreaming influencers to promote Temple Street

Apart from the authorities, local community groups also joined hands to promote the city's charms by tapping influencers to share authentic content online. Back in July 2024, Yau Ma Tei Temple Street Association of Hawkers and Shop Operators (油麻地廟街販商商會) and Dongmen Chamber of Commerce in Shenzhen (東門商會) signed a cooperation agreement to establish a cross-border link between Temple Street in Hong Kong and Dongmen Pedestrian Street in Shenzhen, the two popular shopping destinations.

As part of the agreement, the two parties will regularly invite online celebrities from Dongmen to travel to Hong Kong and promote Temple Street. It aims to showcase Hong Kong's cultural characteristics to a wider audience and thereby attract more tourists to visit the city and spend money. The cooperation is expected to result in a doubling of visitor numbers to Temple Street over the next year. 

Don't miss: HKTB invites US YouTubers Stokes Twins to explore HK's charm

To further lure overseas visitors to Hong Kong, HKTB also tapped US YouTubers - the Stokes Twins to film their first Asian travel vlog in the city. This initiative comes as part of HKTB’s "Hong Kong summer viva" campaign, designed to highlight the city’s attractions, cultural experiences, dining scene and nightlife to international audiences.

MARKETING-INTERACTIVE has reached out to Tencent for more information. 

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