Hong Kong's' Colorful Winter Parade 'starts running in December, with upgraded discounts!

On 1st December, Hong Kong's Winter Wonderland officially commenced. The Hong Kong Tourism Board, in collaboration with the Hong Kong Retail Management Association, launched an upgraded Winter Wonderland Rewards programme offering discounts across multiple sectors including sightseeing, dining experiences, transport and shopping.

To accommodate festive visitor flows, select shopping centres have extended operating hours until 23:00. Running until 4 January 2026, the campaign allows discounts to be combined with Christmas season promotions. These combined benefits inject consumer vitality into wintertime Hong Kong while crafting immersive cultural tourism experiences for visitors.

As Hong Kong's signature winter cultural and tourism event, this upgraded Winter Wonderland focuses on ‘omnishopper discount coverage’ and ‘seasonal synergy enhancement’. Through deep collaboration with the Retail Management Association, the HKTB has integrated Hong Kong's core cultural tourism and commercial resources. This ensures promotions extend beyond single shopping domains to encompass the entire visitor journey – from transport upon arrival, to sightseeing and distinctive dining experiences, through to festive shopping, all offering exclusive benefits. This comprehensive coverage model not only reduces travellers' expenditure but also stimulates multi-sector consumption growth with greater precision.

Extended opening hours and overlapping seasonal discounts further amplify the campaign's appeal. As Christmas and New Year celebrations approach, Hong Kong's commercial districts enter their peak spending season. With some shopping centres now operating until 23:00, this adjustment not only aligns with tourists' evening itineraries but also enhances convenience for local residents' night-time spending. Notably, the ‘Winter Wonderland’ discounts can be combined with Christmas period promotions, effectively offering consumers ‘double savings’. This is expected to stimulate concentrated consumer demand, driving up turnover in retail, catering and other sectors.

The launch of this ‘Winter Wonderland Tour’ complements previously announced measures such as extended clearance hours at Shenzhen-Hong Kong border crossings and adjustments to New Year's Eve activities. The 24-hour operation of Huanggang and Hong Kong-Zhuhai-Macao Bridge border crossings provides convenient transport for mainland visitors attending winter events in Hong Kong, eliminating concerns over return time constraints. Furthermore, the scheduling of the New Year countdown event on Chater Road in Central alongside the Winter Wonderland Festival creates a synergistic effect combining cultural tourism activities with consumer promotions. This is expected to encourage visitors to extend their stays, thereby boosting overall consumption contributions.