Malaysian public relations agency Ariff Communications has retained its communications mandate for the Hong Kong Tourism Board in Malaysia, extending its partnership with the tourism body for a further two years until 2028.
The renewal follows the agency's appointment in 2025 to strengthen Hong Kong's appeal among Malaysian travellers through integrated communications, media relations and influencer engagement.
Founded in 2017, Ariff Communications has grown into a multidisciplinary PR and social media agency, serving clients across tourism, technology, automotive, finance, logistics, aviation, hospitality, food and beverage, and consumer sectors.
Over the past year, the agency has led a series of destination marketing campaigns designed to boost awareness and travel consideration among Malaysian audiences. Its work has focused on themes including Muslim-friendly travel, family holidays, youth culture, photography, nightlife, value-driven experiences and seasonal campaigns such as Summer Viva and Halloween.
According to Ariff Communications, these efforts helped contribute to a 6% year-on-year increase in visitor arrivals from Malaysia to Hong Kong in 2025 compared with 2024.
Among the agency's notable campaigns was "Jelajah Hong Kong" (Tour Hong Kong), which recently received a travel industry award for its focus on engaging Muslim travellers through authentic storytelling and practical travel information. The campaign coincided with Hong Kong's strong performance in the 2026 Global Muslim Travel Index, where the destination ranked first as the Muslim-friendly Accessible Travel Destination (Non-OIC), while also securing second place in both the Muslim-friendly Destination of the Year (Non-OIC) and Muslim Women Friendly Travel Destination (Non-OIC) categories.
Commenting on the renewed partnership, Aisya Hashim said the account reflects the agency's belief that strategic communications should make destinations feel relevant to different audiences.
"Our work with the Hong Kong Tourism Board has been especially meaningful because it reflects what we believe good communications should do: make a destination feel relevant to them," she said.
"The accolades received by the Hong Kong Tourism Board are also a testament to our work, which we are proud of, but they are also part of a wider body of work across Malaysian Muslim travellers, families, Gen Z explorers, value-conscious travellers and lifestyle audiences."
The renewed mandate underscores Ariff Communications' continued emphasis on combining earned media, social storytelling and audience insights to help brands build meaningful connections across diverse consumer segments.
The extension comes as the Hong Kong Tourism Board continues to expand its communications network across Asia and the Middle East. Earlier this year, the tourism body launched a search for a public relations and social media agency to oversee its Middle East communications for a one-year contract running from April 2026 to April 2027.
HKTB is also seeking a public relations agency in the Philippines for a two-year term from 1 May 2026 to 30 April 2028. The appointed agency will provide strategic communications, account management and creative services to strengthen Hong Kong's destination positioning and support visitor growth in the market.
