HKTB promotes GBA tourism in Kuala Lumpur

The Hong Kong Tourism Board (HKTB) has joined forces with the Department of Culture and Tourism of Guangdong Province and the Macao Government Tourism Office (MGTO) to host "Greater Bay Area – Connecting Great Experiences," a joint tourism promotion initiative in Kuala Lumpur, Malaysia.

Designed to highlight the region's rich and diverse travel resources to the Malaysian trade and media, the initiative was paired with an HKTB-led delegation of Hong Kong industry representatives who travelled to Malaysia for business-matching sessions and market exchanges aimed at boosting inbound travel.

Anthony Lau, HKTB executive director, emphasised the strategic importance of the region, stating that Southeast Asia has long served as a key source market for Hong Kong. "We are also taking this opportunity to introduce our new global campaign ‘Only in Hong Kong’, bringing to the market the culinary delights of Hong Kong's first Halal-certified fine-dining Chinese restaurant and the unique experience of the ‘World's No. 1 Bar’. Together with Hong Kong's travel trade, we are holding exchanges with our Malaysian counterparts to jointly explore business opportunities and attract more visitors to Hong Kong," he added.

To demonstrate Hong Kong’s appeal as a premier culinary capital, HKTB presented an exclusive dining showcase highlighting the city's growing Muslim-friendly offerings. Modern Cantonese restaurant Chinesology served a curated menu featuring innovative dishes such as braised abalone with a molten centre and "Assorted mushrooms with golden spoon," demonstrating how traditional Chinese cuisine can blend seamlessly with modern Halal concepts.

Complementing the menu, award-winning establishment Bar Leone crafted non-alcoholic signature cocktails specifically for the occasion, bringing Hong Kong's creative mixology scene to life.

Attracting over 100 Malaysian trade delegates and journalists, the promotion offered comprehensive insights into the distinct cultural, culinary, and logistical developments across the three Greater Bay Area (GBA) destinations.

Particular emphasis was placed on Muslim-friendly travel information to help agents design multi-destination itineraries that allow visitors to experience several cities in a single journey. To streamline travel planning and convert interest into bookings, HKTB forged strategic partnerships with AirAsia and seven travel agencies to roll out joint GBA travel packages and promotional offers.

Alongside the brand showcase, HKTB hosted a comprehensive travel trade mission in Kuala Lumpur. Hoteliers, tour operators, and attraction representatives from Hong Kong met with local industry leaders to develop customised travel products for the Malaysian market, supported by immersive "Only in Hong Kong" promotional visuals and video content.

Looking ahead, HKTB plans to continue collaborating with industry partners to drive innovative multi-destination travel products, capitalise on regional synergies, and invite more Malaysian travellers to explore the Greater Bay Area firsthand.

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

The initiative aligns with Hong Kong’s steady recovery in tourism. In June 2026 alone, the city welcomed over 3.72 million visitors, marking a 7% year-on-year increase. Cumulatively, Hong Kong recorded approximately 26.71 million visitor arrivals between January and June 2026—a 13% increase compared to the same period last year.

Mainland arrivals accounted for 20.56 million (up 16%), while non-Mainland arrivals grew 5% to reach 6.16 million. Liew Chian Jia, HKTB regional director for Southeast Asia, noted that Malaysian visitor arrivals grew 6% year-on-year to hit 430,000 in 2025, underlining the market's strong potential.

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