Hong Kong is a unique city as it is a very westernized cosmopolitan with international residency but with a deep-rooted Chinese culture among the communities. As it was under 155 years of British colonial rule before its handover to Mainland China in 1997, cultural identity is always an issue for Hong Kong people. Except the superficial slogan “East Meets West” that has been used by the official tourism bodies over the years, there is no real cultural heritage or tradition that Hong Kong people find significant and distinctive enough to define Hong Kong’s identity to the increasing globalized world which they find unique from the rest of the mainland cities.

With the technology advancement, the world including tourism is increasingly globalized and cultural tourism becomes a powerful tool to represent Hong Kong’s culture and identity to the world. This paper aims to explore the relationship between cultural tourism, city-branding, heritage and identity by focusing on a specific case study of Walk in Hong Kong that organizes and promotes cultural walking tours and cultural tourism in Hong Kong. In this paper, the concepts of cultural tourism and city-branding in the modern globalized world will also be explained through the successful example of Barcelona with its distinctive Catalan identity.