UAE Joins Saudi Arabia, Qatar, Egypt, Jordan and Other MENA Nations in a Powerful Hong Kong Travel Expansion Drive as Wego and Hong Kong Tourism Board Launch a Year-Round Travel Campaign to Boost Seasonal Tourism and Global Visitor Growth

Written By: Shraddha Das

Shraddha Das

I am a passionate travel writer at Travel and Tour World (TTW) with two years of experience covering the ever-evolving world of travel, tourism, aviation, and hospitality. She enjoys turning complex industry updates into engaging stories that inspire and inform readers around the globe. With a keen eye for detail and a love for discovering what makes every destination unique, Shraddha is committed to delivering accurate, insightful, and reader-friendly content that connects people with the world of travel.

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June 25, 2026 10:58 GMT+5:30

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The UAE, along with Saudi Arabia, Qatar, Egypt, Jordan and other MENA markets, is intensifying its role in a new regional travel push because rising outbound demand, stronger airline connectivity, and growing appetite for Asian destinations are reshaping long-haul tourism flows, with Hong Kong emerging as a key beneficiary of this expansion strategy. The collaboration between travel platform Wego and the Hong Kong Tourism Board is driving a year-round promotional campaign designed to stimulate consistent visitor traffic beyond peak seasons, positioning Hong Kong as a more accessible and attractive destination for Middle Eastern travellers seeking shopping, culture, and urban experiences. This coordinated effort reflects a broader regional tourism diversification trend, where countries such as the United Arab Emirates and its MENA counterparts are actively expanding global travel partnerships to capture new demand corridors and strengthen outbound tourism growth throughout the year.

Wego and Hong Kong Tourism Board Launch Major Travel Push to Position Hong Kong as a Year-Round Destination for MENA Travellers Through Seasonal Experience Campaign

The Wego has partnered with the Hong Kong Tourism Board to launch a strategic destination campaign aimed at significantly strengthening Hong Kong’s visibility among travellers from the Middle East and North Africa region. The initiative focuses on building sustained, year-round travel demand by highlighting Hong Kong’s seasonal diversity, cultural depth, and wide range of urban and natural experiences.

At the core of this collaboration is a clear objective: to position Hong Kong as a multi-season global destination that appeals to modern travellers seeking culture, entertainment, nature, luxury, and family experiences in one integrated journey. The campaign responds to growing demand from MENA travellers for destinations that offer diversity of experiences within a single trip, rather than single-theme tourism.

Hong Kong stands out in Asia for its ability to combine a highly developed global cityscape with authentic cultural heritage and accessible outdoor escapes. The destination is widely recognised for its skyline dominated by Victoria Harbour, its vibrant shopping districts, and its dynamic food culture. Yet it also offers island trails, beaches, and countryside adventures that allow visitors to experience a completely different side of the city within minutes of the urban core.

Through this partnership, Wego and the Hong Kong Tourism Board will jointly promote Hong Kong as a destination that transforms with every season, encouraging repeat visitation and deeper exploration. The campaign will deliver curated travel storytelling, digital guides, and immersive content designed to inspire travel planning and convert interest into bookings across key MENA markets.

Commenting on the partnership, Mamoun Hmidan, Chief Business Officer at Wego, said: “We’re seeing growing demand among MENA travelers for destinations that can offer diverse experiences throughout the year, and Hong Kong is uniquely positioned to meet that demand. From family attractions and cultural landmarks to outdoor adventures and seasonal celebrations, the destination offers something for every traveler. Through our partnership with HKTB, we’re excited to help more travelers discover the many sides of Hong Kong and plan journeys that match their interests and travel preferences.”

Strong Focus on MENA Travel Markets

The campaign specifically targets travellers from across the Middle East and North Africa, a region that continues to show strong outbound tourism growth. Key source markets include:

• United Arab Emirates
• Saudi Arabia
• Qatar
• Kuwait
• Oman
• Bahrain
• Egypt
• Morocco
• Algeria
• Tunisia
• Jordan
• Lebanon

These markets represent a diverse and rapidly expanding travel segment with increasing interest in East Asian destinations offering premium hospitality, family-friendly attractions, and culturally rich urban environments.

Beverly Au Yong, Director, Middle East & Central Asia,Hong Kong Tourism Board said: “Hong Kong offers an incredible variety of experiences within a compact and accessible destination. Whether travelers are drawn by culture, cuisine, outdoor exploration, family attractions, or festive celebrations, they can enjoy a different side of Hong Kong throughout the year. Together with Wego, we look forward to welcoming more visitors from the Middle East and sharing the experiences that make Hong Kong one of Asia’s most exciting destinations.”

Hong Kong’s Urban Icons and Cultural Identity

A central pillar of the campaign highlights Hong Kong’s globally recognised city experiences. Travellers will be introduced to iconic attractions such as The Peak, which offers panoramic views of one of the world’s most famous skylines, and Victoria Harbour, known for its spectacular nightly light displays.

The campaign also places strong emphasis on cultural districts such as West Kowloon, where museums, art spaces, and waterfront promenades reflect Hong Kong’s evolving identity as a modern cultural hub. These locations illustrate the city’s unique ability to blend tradition with innovation, creating a layered urban experience.

Family tourism is another key focus area. Attractions such as Hong Kong Disneyland and Ocean Park are positioned as flagship experiences for international visitors seeking entertainment-driven holidays. These globally recognised theme parks continue to play a major role in attracting families and multi-generational travellers.

Culinary and Luxury Experiences

Hong Kong’s reputation as a global food capital is also central to the campaign. From Michelin-starred dining establishments to bustling street food markets, the city offers a wide spectrum of culinary experiences that reflect both its Cantonese heritage and international influences.

Luxury shopping districts such as Central and Tsim Sha Tsui further reinforce Hong Kong’s image as a premium retail destination. These areas feature high-end global brands, designer boutiques, and seasonal sales events that appeal strongly to MENA travellers seeking luxury experiences.

Seasonal Travel Strategy: Summer and Winter Appeal

The campaign adopts a strong seasonal storytelling approach, positioning Hong Kong as a destination that changes character throughout the year.

During summer, the focus shifts to outdoor exploration and natural landscapes. Destinations such as Lantau Island, Cheung Chau, and Sai Kung are highlighted for their hiking trails, coastal scenery, beaches, and island-hopping experiences. These locations offer travellers a refreshing contrast to the city’s dense urban environment.

Summer programming also includes harbourfront events, open-air festivals, and local markets that create a vibrant street culture atmosphere. This positioning is designed to attract travellers seeking active, immersive experiences during warmer months.

As winter approaches, the campaign transitions into a festive narrative. Hong Kong’s seasonal highlights include WinterFest celebrations, illuminated cityscapes, Christmas markets, and New Year countdown events along the harbourfront. The city transforms into a glowing urban festival destination during this period.

Retail experiences also intensify during winter, with major shopping districts hosting seasonal promotions and extended opening hours. Cultural performances, light installations, and public events further enhance the festive atmosphere, making Hong Kong one of Asia’s most attractive winter destinations.

Digital Travel Inspiration and Engagement

The campaign will be distributed across Wego’s digital ecosystem, leveraging personalised recommendations, targeted advertising, and curated destination content. This ensures that travellers from different MENA markets receive tailored inspiration aligned with their preferences, travel behaviour, and seasonal intent.

By combining digital innovation with destination marketing expertise, the partnership aims to increase Hong Kong’s visibility and improve conversion rates across key outbound travel segments. The strategy is designed not only to attract first-time visitors but also to encourage repeat travel through seasonal re-engagement.

This strategic campaign aims to unlock sustained year-round travel demand from the UAE and wider MENA region, while positioning Hong Kong as a premium global hub for culture, shopping, and leisure experiences through enhanced visibility and targeted seasonal promotion.

Strengthening Hong Kong’s Global Tourism Position

Ultimately, the collaboration between Wego and the Hong Kong Tourism Board reflects a shared vision to strengthen Hong Kong’s position as a leading Asian destination for international travellers. By highlighting culture, adventure, entertainment, and authentic experiences, the campaign seeks to build long-term emotional and experiential connections with MENA audiences.

The initiative reinforces Hong Kong’s identity as a destination that offers constant discovery, ensuring that every visit delivers something new. Through this strategic partnership, the city is positioned to deepen its engagement with high-value travellers and further expand its global tourism footprint across multiple seasons.