Gen Z Tourists Rediscover Hong Kong

As Hong Kong’s inbound travel numbers rebound after the pandemic, the city is once again buzzing with international visitors. While large tour groups from mainland China dominate the streets, a new wave of Gen Z travelers from neighboring Asian countries is approaching the city in a refreshingly different way. For these young explorers, Hong Kong is more than just a shopping and sightseeing destination—it’s a place where nostalgia, authenticity, and modern culture collide. As this generation brings their own interpretation of the city, Hong Kong has an opportunity to reframe its image and communicate its multifaceted appeal as a tourist destination.

A Nostalgic Journey Back to the 1980s

For many Gen Z travelers, Hong Kong evokes a sense of nostalgia that they’ve only experienced through the lens of iconic 1980s and 1990s cinema. Despite not being old enough to witness the city during its golden film era, they’re drawn to the aesthetic and atmosphere immortalized in the works of directors like Wong Kar-wai and John Woo.

Locations like Chungking Mansions, once a bustling melting pot of cultures and the backdrop for countless films, have become pilgrimage sites for these travelers. The Soho Escalator, an iconic symbol of urban life, invites them to retrace the steps of characters from beloved movies, while the city’s neon signs—though fewer in number now—still exude the retro charm that defined Hong Kong’s cinematic identity. Campaigns that emphasize these nostalgic elements could position Hong Kong as a dream destination for Gen Z travelers captivated by its cultural legacy.

Seeking Authenticity in Local Experiences

Unlike travelers who stick to the well-trodden tourist paths, Gen Z is on a mission to uncover the city’s authentic, local side. Neighborhoods like Sham Shui Po have become hotspots for these young adventurers, offering a treasure trove of unique finds. From vintage digital cameras and LP records to retro tableware, the area’s eclectic markets and shops embody the quirky, offbeat vibe that resonates with Gen Z’s desire for individuality.

Hong Kong’s new generation of entrepreneurs also plays a key role in shaping these authentic experiences. Independent cafes, concept stores, and creative spaces run by young locals provide visitors with a glimpse into the city’s evolving culture. Whether it’s sipping a specialty coffee in a minimalist café or browsing handmade goods crafted by local artisans, these encounters offer a fresh perspective on Hong Kong’s identity—one that blends tradition with modern innovation. Marketing campaigns that highlight these local businesses and experiences can position Hong Kong as a destination that celebrates creativity and authenticity.

Striking a Balance Between Heritage and Luxury

While Gen Z travelers seek out authentic and nostalgic experiences, they’re also drawn to Hong Kong’s ability to balance heritage with luxury. High-end destinations like K11 Musea and the M+ Museum showcase the city’s commitment to art, culture, and contemporary design, catering to the tastes of a younger, more cosmopolitan audience.

At the same time, Hong Kong’s traditional attractions, like Disneyland and iconic luxury streetwear stores such as BAPE, continue to hold appeal. This juxtaposition of old and new, humble and extravagant, underscores the city’s dynamic nature. Marketing campaigns can emphasize this balance by showcasing how visitors can seamlessly transition from exploring Sham Shui Po’s vintage markets to indulging in luxury shopping or visiting culturally significant art hubs like M+.

Reframing Hong Kong as a Brand

As Gen Z brings their own interpretation of Hong Kong, the city has an opportunity to reframe its image as more than a shopping and luxury destination. To capture this audience, Hong Kong must embrace its multifaceted identity and communicate it effectively to the next generation of travelers.

• Highlight the “Hidden Hong Kong”: Campaigns can focus on uncovering lesser-known aspects of the city—such as Sham Shui Po’s markets, retro cafes, or neon-lit streets—offering Gen Z the unique, offbeat experiences they crave.
• Celebrate Cultural Diversity: Hong Kong’s blend of heritage and modernity is one of its greatest strengths. Marketing efforts can position the city as a destination where history, art, design, and luxury coexist.
• Support Local Creators: Collaborations with young entrepreneurs, artisans, and creatives can elevate the city’s image as a hub for innovation and individuality, aligning with Gen Z’s values of authenticity and sustainability.

By reimagining its approach to tourism marketing and showcasing its rich cultural fabric, Hong Kong can solidify its appeal to Gen Z travelers while supporting local businesses and preserving its unique identity.