New HKTB campaign casts spotlight on the great outdoors

In its 10th annual Great Outdoors campaign, Hong Kong Tourism Board (HKTB) will highlight 13 of the city’s landscapes, including through collaborative content with recognised photographers and trail experts.

In addition to partnering photographers, the campaign also includes a detailed guidebook, Your Guide to Hiking & Cycling in Hong Kong.

Hong Kong’s highest peak, Tai Mo Shan (pictured), is one of the locations featured in the campaign

This edition of the campaign will encourage visitors to see Hong Kong using through the lens of ‘One Place, Two Perspectives’, presented by a team that includes French photographer Matthieu Paley, who has lived in the city for nine years. For the campaign, he has captured Hong Kong’s UNESCO Global Geopark’s majestic volcanic rock columns on land before diving into the park’s aqua waters.

Hongkonger Tugo Cheng, with a background in architecture, took his camera to historical Sam A Village to explore the indigenous culture, and then onwards to plants and wildlife that thrive in Plover Cove Country Park.

Contrasting city views with mountains; traditional villages with natural flora and fauna, and landscapes with seascapes, the stories aim to present Hong Kong as a “visual dichotomy”, HKTB said in a statement.

These tales of contrasts celebrate a lesser-known fact that about three-quarters of Hong Kong’s landmass is actually countryside, and that the vast network of hiking and cycling trails is easily accessible from any corner of the city.

Commenting on the campaign, Puneet Kumar, senior manager market development (India), HKTB, said: “Discovering the new, unique and something unknown is a key interest of young and affluent Indian travellers, hence, through this campaign we wanted to introduce a hidden side of Hong Kong – the Great Outdoors.

“Travellers will be amazed to find unspoiled nature and busy urban life in such close proximity to each other and we invite them to come discover Hong Kong like a local.”

Hong Kong’s hiking season runs from November to March.

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