Hong Kong's Secret Weapon: Will THIS Lure Back Korean Tourists?!

Hong Kong is making a play for the hearts (and lungs) of Korean runners, launching a smart new campaign designed to rebrand the city as an outdoor adventure destination. Forget just shopping and dim sum – though those are still pretty great, let's be honest – the Hong Kong Tourism Board (HKTB) wants you to lace up your sneakers and hit the trails.

Hong Kong's Secret Weapon: Will THIS Lure Back Kor...

The initiative is all about showcasing how Hong Kong manages to blend its iconic urban landscape with surprising pockets of natural beauty. And who better to help spread the word than a popular Korean YouTuber? The HKTB has partnered with “Together With Sean,” a channel known for its running content, to highlight routes that connect the city’s towering skyscrapers with its lush mountains and breathtaking coastline.

The video, already released on February 2nd, features singer Sean, a marathon enthusiast and leader of the "Unknown Crew" running group, guiding viewers through some of the city’s most scenic running spots. It's a pretty clever move, tapping into the growing popularity of running in South Korea and aiming to revitalize travel demand, which, like everywhere else, took a serious hit during the pandemic. I remember pre-COVID, Hong Kong was practically overrun with Korean tourists snapping photos and buying up luxury goods. It'll be interesting to see if this new approach works.

Historically, Hong Kong has been a go-to short-haul destination for Korean tourists. Before 2020, South Korea consistently ranked among the top five sources of non-mainland visitors, contributing to a record-breaking 65.1 million visitors in 2018. But the recovery hasn't been as robust as hoped. While overall tourist arrivals reached a decent 45 million last year, the number of Korean visitors, at 854,873, is still below pre-pandemic levels. Destinations like Thailand and Japan seem to be bouncing back faster with Korean travelers.

So, how is Hong Kong trying to change the narrative? It's all about highlighting those dynamic outdoor experiences. Take Dragon's Back, for example. It’s one of Hong Kong's most iconic trails, offering incredible panoramic views of Big Wave Bay, and it's only 15 minutes from the city center! Imagine that – shaded forest trails transitioning into breezy seaside vistas in the blink of an eye. The campaign also spotlights flatter harborfront routes through Tsim Sha Tsui and Wan Chai, perfect for a jog alongside Hong Kong's dazzling illuminated skyline.

The 2026 Standard Chartered Hong Kong Marathon, one of Asia's most prestigious road races, is another key component of this push. The last race, in January, attracted roughly 74,000 runners from all over the world. The HKTB is also offering curated outdoor itineraries on its website, catering to all activity levels with options for hiking, beach activities, and even island-hopping adventures. It's a holistic approach, and I think it could be just what Hong Kong needs to attract a new wave of Korean visitors – ones who are more interested in running shoes than shopping bags.