Experience is a hot buzzword in today’s tourism world, where "traveller" is synonymous with "explorer" – someone who does not simply stand back, gaze and press the shutter in front of attractions, but actively seeks to experience other cultures and gain once-in-a-lifetime memories. To capture the hearts of the new generation of travellers, we steered our marketing efforts in an entirely new direction in 2014, altering our focus from products to the diverse experiences Hong Kong offers.