Hong Kong is technically an autonomous territory within southeastern China, known for its history, shopping, and vibrant urban scene. I went to Hong Kong with my family the same trip that I visited Thailand and Singapore. I am especially interested to see how Hong Kong handles their official tourism, considering their autonomy within China.
The official tourism website’s landing page has a pretty heavy emphasis on visual elements which makes the page more engaging; however, the use of multiple graphic slider elements makes it a bit distracting. It looks like there is some type of logo associated with the Discover Hong Kong page, but there is no clear branding on the website landing page. Scrolling through, the website has some cool features like top attractions, upcoming events, and more. There is also not only a clear clickable path to the social media accounts, but the website has the option to sign up for a newsletter that boasts the latest happenings and exclusive offers. There is even a clickable link to an app called the Hong Kong Guide that has all in one planning capabilities; this is something new I’ve seen on a website and it seems like a great initiative. The page has a Facebook, Twitter, and YouTube. These three social media accounts are definitely fewer than I’m used to seeing, and I am pretty surprised there’s not an Instagram.
The Twitter has 312k followers and they joined in 2010, amassing 18k tweets. The bio gives users the hashtag Discover Hong Kong in order to be able to share photos, giving the options for users to increase their engagement. The site makes use of pinned tweets and judging from their posts, they seem to have a pretty connected strategy and network. The Twitter is used for a lot of quick, relevant updates and even features public figures like Tory Burch to promote the destination.
The YouTube page has 26,203 followers and seems to be organized pretty well. There are a list of playlists such as events and festivals, culture and heritage, and arts and performance. Most of the videos are relatively short, under a few minutes, and are fun and fast paced. There’s a whole segment that’s called Experience Hong Kong like a local and it takes a kind of vlog form that’s fun to watch. You can tell the videos posted are unique and created for this page, and they are entertaining to watch and feel less like advertisements for the territory’s tourism industry. Overall, I think Hong Kong does a really good job in their official tourism endeavors. They incorporate a lot of unique, engaging features and have a succinct strategy. They do definitely do more in terms of branding and should develop more social media accounts to further their digital strategy.