Hong Kong
Discover Hong Kong is the official destination-marketing account of the Hong Kong Tourism Board, operating across Instagram and YouTube to promote the city to both local residents and international travelers.
Total Followers -0.0%
4.7M
Across Instagram, YouTube, TikTok
Primary Platform
803K followers · 17% of audience
Engagement
0.4%
vs. 1.5% category median
Sponsorship Tier
Macro
Est. $12K–$28K / IG post
The Hong Kong Tourism Board unveiled its new flagship campaign, repositioning the city from a place travelers "see" to one they "feel," drawing on real street scenes, local neighborhoods, and everyday cultural moments. The campaign rolled out simultaneously across 22 source markets.
HKTB cited a 20% year-on-year jump in Australian arrivals for H1 2026, prompting targeted media partnerships and consumer campaigns in Australia and New Zealand tied to the "Only in Hong Kong" refresh.
The board launched a mega-event travel guide campaign tying together dining, shopping, and transport offers across more than 1,500 outlets, with global KOL partnerships to amplify reach across Mainland China and international markets.
| Window | YouTube | TikTok | Combined | |
|---|---|---|---|---|
| Last 7 days | -1204 -0.1% | +0 +0.0% | +0 +0.0% | -1204 |
| Last 30 days | -803 -0.1% | +0 +0.0% | +0 +0.0% | -803 |
| Last 90 days | +83K +10.3% | +2K +1.6% | +0 +0.0% | +84K |
| Last 365 days | +83K +10.3% | +2K +1.6% | +0 +0.0% | +84K |
Daily follower snapshots from CreatorDB's longitudinal index.
Discover Hong Kong is the official destination-marketing account of the Hong Kong Tourism Board, operating across Instagram and YouTube to promote the city to both local residents and international travelers. Running bilingual campaigns under the signature hashtags #OnlyInHongKong and #只在香港, the account functions as the authoritative digital voice for the city's tourism identity. Content spans city travel highlights, cultural traditions, food experiences — with a particular emphasis on Hong Kong's dining culture, from dim sum staples like shrimp and fried dumplings to broader street-food scenes — alongside events coverage touching pop culture, motor racing, and cycling. The account posts at a high cadence across both platforms, maintaining consistent visibility even as engagement rates sit below the typical category median, a pattern common among institutional destination accounts that prioritize reach and brand authority over community interaction.
HongKong reaches an audience concentrated in Hong Kong primarily through Instagram, and is best activated via long-form YouTube integrations, Instagram Reels and Stories. As a travel creator they map naturally to brands targeting that space. Demonstrated partners include American Express. Engagement on Instagram runs around 0.4%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of long-form YouTube integrations and Instagram Reels and Stories lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows travel content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For Hong Kong-focused brands in travel and related categories, HongKong offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at HongKong's tier (Macro, 4.7M combined followers, Hong Kong). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
Yes, @discoverhongkong is the official social media presence of the Hong Kong Tourism Board (HKTB), the city's government-backed tourism authority. This makes it a destination-marketing account rather than an independent travel creator, which explains its polished, destination-first content style across every platform.
Hello Hong Kong is a major inbound-tourism campaign run by the Hong Kong Tourism Board to revitalize visitor arrivals. The #HelloHongKong hashtag appears consistently across Discover Hong Kong's posts as a central pillar of the broader destination-marketing push targeting international travelers.
只在香港 is a Chinese phrase that translates directly as Only in Hong Kong. Discover Hong Kong uses it as the Chinese-language counterpart to the English hashtag #OnlyInHongKong, spotlighting experiences, dishes, and scenes that are distinctively tied to the city's identity.
Dim sum and dumplings are a recurring focus — har gow (shrimp dumplings) and fried dumplings appear repeatedly in their top hashtags alongside broader tags like #hongkongfood and #instafood. Cantonese food culture is clearly one of the account's signature content pillars, making it a useful reference for food-focused visitors.
American Express is a confirmed sponsor of Discover Hong Kong, with sponsored content appearing on YouTube. A partnership between a premium travel card brand and Hong Kong's official tourism account is a natural alignment, targeting internationally mobile, higher-spending travelers.
The account uses both Chinese and English hashtags — #只在香港 sits alongside #OnlyInHongKong and #DiscoverHongKong across posts. This bilingual approach helps the account connect with Cantonese-speaking local audiences while simultaneously reaching the international visitors it is designed to attract.
Yes, events — including concerts and cultural happenings — are part of the content mix alongside food and sightseeing. This makes the account useful not just for overseas travelers planning a trip but also for locals and visitors already in the city looking for things to do.
Yes, Discover Hong Kong regularly publishes YouTube Shorts, with #shorts appearing among the account's most-used hashtags. The short-form vertical format fits the account's style of delivering quick food highlights, harbour scenes, and cultural snapshots to a mobile-first audience.
Beyond Instagram (@discoverhongkong), Discover Hong Kong is active on YouTube, X (Twitter) under the handle @discoverhk, and Facebook. Instagram carries the largest following, but the multi-channel presence reflects the Tourism Board's strategy of reaching prospective visitors at every stage of trip research.
Hong Kong itself makes up the largest share of the audience, but a substantial portion of followers is based in the United States, with the United Kingdom and other international markets rounding out the global reach. That international spread is central to the account's mission of marketing Hong Kong as a destination to overseas visitors.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
If you'd like to update, correct, or remove this profile, get in touch and we'll handle it within 5 business days. We don't publish private data — every stat shown comes from your public platform profiles.
@discoverhongkong · Instagram
+0 new followers
Preparing fresh data…
This usually takes 15–25 seconds.