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.