The city-wide programme combines a collectible visitor passport, luxury brand experiences, dining offers and seasonal events to encourage locals and international travellers to explore Central beyond its established shopping destinations.
LANDMARK has launched Destination CENTRAL, a visitor initiative designed to showcase the cultural, culinary and lifestyle attractions of Hong Kong’s Central district through a series of curated experiences and events.
Unveiled on 9 October 2026, the programme brings together local partners, dining venues and luxury retail experiences, with the Central Passport serving as a guide for visitors exploring the area. The initiative aims to encourage travellers and residents to discover Central through its people, heritage, food and contemporary attractions.
Designed in the style of vintage luggage, the collectible Central Passport features a curated map alongside personal stories and recommendations from people with close ties to the district, including tram motormen, chefs, performers and other local personalities. Visitors can collect stamps at eight designated checkpoints across Central. Those collecting at least three stamps can visit the Destination CENTRAL Redemption Counter at LANDMARK ATRIUM to enter a lucky draw and receive a gift, subject to the programme’s terms and conditions.
Prizes include up to 66,000 Asia Miles, alongside dining vouchers, limited-edition keepsakes and photobooth experiences. The passport also provides access to dining privileges from participating venues across the district.
Luxury retail and cultural experiences form another part of the programme. Louis Vuitton is presenting a pop-up store at LANDMARK ATRIUM, with a large-scale art installation inspired by its global Spirit of Travel series and a dedicated exhibition scheduled to follow later in October.
The initiative also highlights Hong Kong’s transport heritage through the LANDMARK Tram Station and Heritage Route, developed in partnership with Hong Kong Tramways. Dining is another focus, with THE CHATER introducing an exclusive concept featuring a menu curated by Mandarin Oriental Hong Kong.
Seasonal activities will add to the visitor offering later in the month. From 17 to 31 October, Central is scheduled to host Halloween-themed events and public activities, including programmes along Chater Road, with support from the Hong Kong Tourism Board.
Olivia Luk, general manager of marketing for Hong Kong Central at Hongkong Land, said the initiative was intended to encourage office workers, residents and visitors to rediscover the district and create their own experiences through its dining, cultural and seasonal offerings.
Destination CENTRAL also includes special benefits for eligible HSBC BESPOKE members, with rewards linked to qualifying spending and registration. Visitors are advised to consult the programme’s official website for current details, participating locations and applicable conditions.
By connecting luxury retail with dining, local heritage and public events, LANDMARK is positioning Destination CENTRAL as a broader district experience, encouraging visitors to explore more of Hong Kong’s Central beyond its established commercial and shopping landmarks.
