A photocatalytic coating composition comprising (A) a coat-forming element capable of forming a coating of silicone resin when cured and (B) a photocatalyst dispersed therein. The coat-forming element is comprised of an organopolysiloxane having a monovalent organic C.sub.1 -C.sub.18 group and a C.sub.1 -C.sub.4 alkoxy group. The coating composition is applied to an article and cured to form a silicone coating thereon. When the coating is exposed to light, typically UV, the photocatalyst is excited to provide photocatalysis permitting organic groups attached to silicon atoms of silicone molecules at the coating surface to be replaced by hydroxyl groups in the presence of water, thereby rendering the coating surface hydrophilic. Thereafter, the coating maintains water affinity semi-eternally and has improved weather resistance.