Just stumpled upon this as I was looking for a flight to HK. It seems like they announced before having all the details set out.
Schedule of giving away the tickets
The Tickets Giveaway Campaign will be rolled out in phases according to the following schedule (the exact launch dates will be announced near to the date by the Airport Authority and by each airline) with the first phase starting from 1 March 2023 at Southeast Asia market:
Markets Timeline (2023)
Southeast Asia (for inbound) 1 March onwards
Mainland China (for inbound) April onwards
Northeast Asia (for inbound) May onwards
Hong Kong (for outbound) July onwards
Other markets (for inbound) May onwards
How to Participate
In due course, you can either come back to this website to access the participating airlines' designated webpages or go directly into airlines' designated webpages to register your participation accordingly.
For example, if you are in one of the Southeast Asia markets and wish to win a ticket from where you are to Hong Kong, you can register through airlines' relevant webpages (or accessing airlines' webpages via this dedicated website of Airport Authority) starting from 1 March, 2023. If you are in the Mainland and wish to win a ticket from the Mainland to Hong Kong, please check the information of the registration date at the end of March 2023. Same as for other markets.
The ticket will be given away by different type of activities such as lucky draw, first-come-first-served, or "Buy 1 or more - Get 1 Free", as arranged by the participating airlines depending on airlines' plan and local regulations. Further details will be provided by the respective airlines on their websites when launching the ticket giveaway activities.
Important Points to Note
Please refer to the concerned airlines' websites for details of the giveaway mechanism.
Tickets sponsored by Airport Authority ("Tickets") are Economy Class, and all related surcharges, fees and taxes would be borne by the winners of the Tickets.
All Tickets are round-trip tickets to/from Hong Kong, subject to restrictions and terms and conditions as imposed by the airlines. Please contact the airlines concerned for further details and ticket arrangements.
The HKIA "World of Winners" Tickets Giveaway Campaign
HKIA "World of Winners" is a campaign that gives away free air tickets to travellers in main markets to stimulate air traffic particularly inbound travel to Hong Kong and promote the recovery of the aviation industry, tourism and economy of Hong Kong.
Around 500,000 air tickets will be given away to travellers in major passenger markets. Majority of them will be distributed in phases by three home-based airlines, Cathay Pacific Airways, Hong Kong Express and Hong Kong Airlines, through their respective channels in major passenger markets by different mechanisms such as lucky draw, first-come-first-served, "Buy 1 or more – Get 1 Fee", or games. A certain portion of the tickets will be provided to the travel trade and government bodies for promoting tourism and Hong Kong.
Apart from the 500,000 tickets for overseas travellers, around 80,000 tickets will be given away through the airlines to Hong Kong residents in summer 2023, in addition to the 60,000 tickets provided to local residents to encourage vaccinations in 2021. Some tickets will be given away in the Guangdong-Hong Kong-Macao Greater Bay Area. In total, more than 700,000 tickets will be given away across various markets through different channels.
On the distribution of the tickets, 65% of them will be given out by airlines through their direct channels or their agents. The remaining will be reserved for tourism-related sectors to support inbound tourism and promote Hong Kong.
TLDR?