HK embarks on massive tourist campaign

HK embarks on massive tourist campaign

Akmal Syams, The Jakarta Post, Hong Kong

Cosmopolitan Hong Kong has embarked on a massive tourist
campaign in an effort to maintain its position as the main
tourist destination in Asia in the years to come.

While many cities or countries in Asia are struggling hard to
overcome the economic crisis, Hong Kong continues to enjoy robust
growth, even after its return to China from Britain in July 1997.

The year 2001 was a milestone for the Hong Kong tourist
industry as visitor arrivals grew 5 percent to reach a new record
of 13,725,332 million.

This represents a 5.1 percent growth from the previous year, a
performance that would seem unthinkable after the Sept. 11
terrorist attacks in the U.S. It also places Hong Kong well ahead
of the World Tourism Organization's revised forecast of 1 percent
to 1.5 percent global tourism growth in 2001.

Arrivals from Mainland China maintained their recent buoyancy,
increasing a further 29.1 percent. Most encouraging of all,
arrivals from South and Southeast Asia returned to positive
growth, rising 7.4 percent.

In total, December arrivals grew 6.4 percent to reach
1,305,185 -- the highest number of visitors Hong Kong has ever
received in a single month.

Figures released by the Hong Kong Tourism Board (HKTB) show
that a record 4,448,583 visitors came to Hong Kong from Mainland
China in 2001 -- an increase of 17.5 percent, or some 662,000
visitors, over the previous year. A record 457,000 Mainland
visitors came in December alone, when the CLP Lights Up Hong Kong
program proved a popular attraction.

Although HKTB has not yet made any detailed forecasts for
2002, executive director Clara Chong said she was "cautiously
optimistic" that the recovery would continue. "We saw the full
impact of the terrorist attacks in our October figures but since
then, all markets have been showing a steady comeback," she
noted.

"We can feel encouraged that Hong Kong has done better than
any other leading destination in returning positive growth," Ms.
Chong said.

"But at the same time we have to recognize that the year ahead
is going to remain very difficult. Many of our key source markets
are still in the throes of economic depression, while competition
for the tourist dollar is going to become even fiercer in 2002,"
she added.

Nevertheless, Hong Kong's strategic location as the major
regional transport hub and gateway to Mainland China places it in
a strong position to build on the growth of 2001 this year, she
said.

"China's accession to the World Trade Organization and the
award of the 2008 Olympics to Beijing will make it more
interesting than ever to visit, or do business with China," she
explained. "Hong Kong will certainly benefit from this."

The relaxation of visa restrictions on Mainland visitors to
Hong Kong and the sharp increase in the number of licensed tour
agents should also continue to boost arrivals from this crucial
market.

She asserted that she was confident that Hong Kong will be
able to maintain its position as Asia's most popular single
destination in 2002.

Among major events that HKTB has launched and will carry out
are Hong Kong Lights Up (December 2001 to February 2002), the
International Chinese New Year Parade (February 2002), the just
concluded Hong Kong Flower Extravaganza (March 4 through 17),
Mega Hong Kong Sale (Summer 2002) and the City of Life Street
Carnival (early 2003).

HKTB has established an international marketing platform that
positions The City of Life as the most favored travel destination
in Asia. Through its aggressive promotions around the world, the
Tourism Board has generated record numbers of visitors whose
spending makes tourism one of the biggest contributors to the
Hong Kong economy.

Realizing that the community has been able to appreciate the
importance of tourism, HKTB launched a campaign that gives the
people of Hong Kong a bigger opportunity to become more involved
in its promotion -- City of Life: Hong Kong is it! campaign.

Cliff Yap, a Bandung-born Hong Kong resident now working as a
professional guide for Indonesian speaking tourists, told The
Jakarta Post recently that the project involved the resources of
the public, private and tourism sectors to exploit the rich
variety of attractions on offer throughout the territory.

With the support of the HK Jockey Club Charities Trust, and in
cooperation with the government's Home Affairs Department,
Leisure and Cultural Services Department, Tourism Commission and
the 18 District Councils, "HKTB packages these assets as well as
coordinates and organizes events and activities that can be
experienced by both overseas visitors and local community," Clif
said.

By broadening the appeal of Hong Kong to all its 18 districts,
HKTB enhances the territory's image as a travel destination,
raises the competitiveness of the tourist industry, attracts more
visitors and boosts the economy. At the same time, the campaign
educates local people about the lesser known aspects of Hong
Kong, encourages domestic tourism, instills a hospitality culture
and promotes Hong Kong's Be a Good Host image.

Under the program that lasts from September 2001 to February
2003, visitors are invited to explore each of the 18 districts,
boasting unique and exciting attractions, from giant statues in
ancient temples to fascinating museums and markets.

Hong Kong also offers an occasion to cruise. There are a
variety of exotic and colorful cruising destinations, all within
one-and-a-half to five days sailing time, HK is a natural hub for
cruising operations in Asia. To the northeast lies the coastal
cities of Mainland China, the timeless Yangtze River, Taiwan,
Japan and Korea, while to the south and west are the untapped
attractions of China's tropical paradise of Hainan, and the
exotic cultures of Vietnam, Thailand, Malaysia, the Philippines
and Indonesia.

SuperStar Leo, one of eight cruise vessels belonging to the
Malaysia-based Star Cruise, offers an exciting addition to Hong
Kong's cruising options. The vessel has 980 cabins with a total
passenger capacity of 1,960 and 1,100 crew capacity on 13 decks
complete with food and entertainment. SuperStar Leo is a floating
resort, a moving hotel and a summer camp at sea.

SuperStar Leo offers a four-day cruise to the ancient city of
Zhanjiang, China and Halong Bay, a Vietnamese coastal town that
has been listed as a World Heritage Site by UNESCO. It also
provides a three-day cruise to Haikou on Hainan island, off
Zhanjiang.

In its campaign to attract more tourists to the "Gate of
China", HKTB has forged cooperation with Hong Kong flag carrier
Cathay Pacific airways and Star Cruise.

Travel agents, under the program, offer packages that include
the services of Cathay Pacific and Star Cruise.