Hong Kong Tourism Board

What Hong Kong Tourism Board does

The Hong Kong Tourism Board (HKTB) is a statutory body of the Hong Kong Special Administrative Region Government, established in 2001 under the Tourism Board Ordinance, with the mandate of promoting Hong Kong as a premier international travel destination. It operates the official consumer portal discoverhongkong.com, available in 13 language versions, and runs dedicated sub-brands for MICE business events (ME Hong Kong), luxury travel (Travel in Luxe), and regional tourism (discovergreaterbayarea.com). The organization also operates a B2B Travel Trade Partner Portal (partnernet.hktb.com) serving travel agents, tour operators, airlines, and hospitality partners.

HKTB's business model is government-funded rather than commercial. It receives appropriations from the Hong Kong SAR Government and does not sell products or services or generate licensing or royalty revenue. Its activities center on event programming, destination marketing campaigns (including seasonal flagships such as Hong Kong Summer Fun and Hong Kong WinterFest), themed travel verticals (Muslim Travel, Pandastic Hong Kong, Horse Racing Thrills), and content distribution across social platforms (Facebook, Instagram, X, YouTube, TikTok). Strategic partnerships with event organizers (e.g., Ani-Com & Games Hong Kong, Hong Kong Football Festival, Hong Kong Cyclothon) and government/cultural institutions (Culture, Sports and Tourism Bureau, Hong Kong Palace Museum) anchor its content calendar.

The technology stack is a multi-language digital content and e-commerce-adjacent platform rather than a proprietary technology product. No AI/ML capabilities, patents, APIs, SDKs, or proprietary software products are disclosed. HKTB's competitive position rests on its statutory mandate, official brand authority, and global trade network rather than on technology differentiation.

Name

Hong Kong Tourism Board

Legal name

Hong Kong Tourism Board

Website

https://discoverhongkong.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

251–500 employees

Short description

The Hong Kong Tourism Board is a Hong Kong SAR Government statutory body that promotes Hong Kong as a global travel destination through the Discover Hong Kong platform (13 languages), mega-event programming, trade partner engagement, and themed sub-brands serving leisure tourists, MICE delegates, and travel industry partners worldwide.

Ownership category

akta.pro rank

Product category

Destination Marketing & Tourism Promotion

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Local & City Guide Content Aggregators (MPACAKAJ)

akta.pro secondary industries

Cultural, Heritage & Arts Travel Agencies (THAKAFAK), Multi-Country/Regional Circuit Tour Operators (THAKADAK)

Keywords

• Destination marketing
• Tourism promotion
• Travel information services
• MICE marketing
• Visitor information

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Government Funding: HKTB is a statutory body of the Hong Kong Special Administrative Region Government and receives government funding for its operations and promotional activities. No commercial revenue streams are disclosed.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Hong Kong Tourism Board operates the official Discover Hong Kong tourism portal and a portfolio of sub-branded digital platforms providing multi-language travel information, events, attractions, dining, and itinerary planning for international leisure tourists, MICE business event planners, and travel trade partners. The organization coordinates mega-events, cultural festivals, and seasonal campaigns to position Hong Kong as a global travel destination, while supporting the travel trade industry through a dedicated partner portal.

Product overview

The Hong Kong Tourism Board operates a tourism marketing and information ecosystem consisting of the Discover Hong Kong official tourism portal (discoverhongkong.com) as the primary consumer-facing platform, supplemented by specialized sub-brands including ME Hong Kong for business events, Travel in Luxe for luxury travel, and the Greater Bay Area platform for regional tourism. The organization runs seasonal campaigns such as Hong Kong Summer Fun and Hong Kong WinterFest, and maintains a B2B partner portal for travel trade professionals. The portfolio also includes themed travel experiences targeting Muslim travelers, panda enthusiasts, and other niche segments.

Differentiator

Problem solved

Functional benefit

Brands

• Travel in Luxe: Premium travel experiences and luxury travel content

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Sun Hung Kai PropertiescoreStrategic or Co-development Partner · 1 October 2026Title sponsor of the 2026 Sun Hung Kai Properties Hong Kong Cyclothon (October 2026), a flagship cycling event featuring multiple routes across Hong Kong.
• TEG SportcoreStrategic or Co-development Partner · 31 July 2026Organizer of the Hong Kong Football Festival (HKFF) 2026 (July 31 - August 5, 2026), featuring international football matches and fan engagement activities.
• Tung Tak Enterprise LimitedcoreStrategic or Co-development Partner · 24 July 2026Organizer of the 27th Ani-Com & Games Hong Kong 2026 (July 24-28, 2026), a major anime, comics, and games convention featuring cosplay, gaming tournaments, and celebrity appearances.
• Culture, Sports and Tourism Bureau and Leisure and Cultural Services DepartmentcoreStrategic or Co-development Partner · 1 June 2026Government partners presenting the Chinese Culture Festival 2026 (June 1 - September 30, 2026) and Mid-Autumn Lantern Carnival 2026 (September 1 - October 31, 2026).
• Hong Kong Palace MuseumcoreStrategic or Co-development Partner · 20 November 2025Venue partner for 'Ancient Egypt Unveiled: Treasures from Egyptian Museums' exhibition (November 20, 2025 - August 31, 2026), showcasing artifacts from Egyptian museums.
• Cultural and Creative Industries Development Agency (CCIDA)minorStrategic or Co-development Partner · 24 May 2025Government agency partner for the 'Kowloon Walled City: A Cinematic Journey' Movie Set Exhibition (from May 24, 2025), a cultural creative industries showcase.
• Greater Bay Area Tourism PartnershipcoreStrategic or Co-development PartnerHKTB collaborates on discovergreaterbayarea.com, promoting multi-city travel experiences across the Guangdong-Hong Kong-Macao Greater Bay Area including Hong Kong and other regional cities.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Singapore Tourism Board: National DMO of Singapore, the most direct comparable to HKTB — a government-funded destination marketing organization competing head-to-head for Asian inbound travelers with a similarly multi-language digital ecosystem and event-led promotional model.
• Japan National Tourism Organization (JNTO): Japan's official national tourism organization, a direct peer to HKTB as a government-backed DMO targeting international leisure travelers with multi-language portals, thematic campaigns, and large-scale event programming.
• Korea Tourism Organization (KTO): South Korea's national tourism organization, comparable to HKTB as a government-funded DMO leveraging cultural soft-power (K-content) and event-driven marketing across multi-language consumer platforms.
• Tourism Authority of Thailand (TAT): Thailand's national tourism authority is a direct peer in function — government-backed destination promotion, multi-language consumer platforms, mega-event support, and trade partner engagement across global source markets.

Broad incumbents

• Brand USA: The United States' national destination marketing organization, a broader peer operating at country-scale with a comparable mission of promoting inbound tourism through multi-language digital platforms and trade partnerships.
• VisitBritain: The UK's national tourism agency, a broad incumbent peer with a similar DMO mandate of promoting inbound tourism via multi-language digital content, event promotion, and trade engagement.
• Tourism Australia: Australia's national tourism organization is a broad incumbent peer operating global multi-language destination marketing campaigns with strong event and lifestyle positioning analogous to HKTB's mega-event strategy.
• Tourism New Zealand: New Zealand's national tourism organization, a broad incumbent peer with a comparable government-backed DMO mandate, multi-language consumer platforms, and thematic campaign-led marketing.
• Destination Canada: Canada's national DMO is a broad incumbent peer — a government-affiliated organization promoting inbound tourism through multi-language content platforms, trade engagement, and event-driven campaigns.

Regional players

• Macao Government Tourism Office (MGTO): Macao's official tourism authority is a regional peer sharing Greater Bay Area geography with HKTB, with comparable government-funded DMO function and significant overlap in target source markets across Asia.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/hongkongtourism
• YouTubeyoutube.com/user/hongkong
• Facebookfacebook.com/DiscoverHongKong
• Instagraminstagram.com/discoverhongkong
• TikToktiktok.com/@discoverhongkong
• LinkedInlinkedin.com/company/hongkongtourismboard

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hong Kong Tourism Board