Hong Kong launches year-round campaign to attract MENA travellers

Travel marketplace Wego has partnered with the Hong Kong Tourism Board (HKTB) to boost Hong Kong visitor numbers from the Middle East and North Africa (MENA), launching a year-round destination campaign designed to showcase the city’s appeal across multiple seasons.

The collaboration reflects continued growth in outbound travel from the MENA region and highlights demand for destinations offering a mix of leisure, culture, family attractions, and outdoor experiences within a single trip. For the travel insurance sector, the initiative signals potential growth in travel flows to Hong Kong, creating opportunities for insurers, assistance providers, and intermediaries serving travellers to Asia.

The campaign will promote Hong Kong’s seasonal attractions across Wego’s travel marketplace, featuring destination guides and curated content designed to encourage bookings throughout the year. Summer promotions will focus on outdoor experiences, including Lantau Island, Cheung Chau, and Sai Kung, alongside waterfront events and local markets. Winter marketing will spotlight WinterFest, festive celebrations, shopping, and cultural events.

Mamoun Hmidan, Chief Business Officer at Wego, said: “We’re seeing growing demand among MENA travellers for destinations that can offer diverse experiences throughout the year, and Hong Kong is uniquely positioned to meet that demand... Through our partnership with HKTB, we’re excited to help more travellers discover the many sides of Hong Kong.”

The partners said the campaign aimed to strengthen Hong Kong’s position as a leading Asian destination for MENA travellers while increasing destination awareness and year-round visitation.