Hong Kong's Chinese New Year Night Parade to be Largest Ever

With family travel being one of its key target segments, the Hong Kong Tourism Board (HKTB) is staging a Chinese New Year Parade to lure families around the world to come and celebrate the Spring Festival in Hong Kong. Highlighting the city as a ‘kaleidoscope’, the Board is promoting the diverse attractions available, which promises a memorable, total travel experience for every member of the family.

Advance details of the 2005 Cathay Pacific International Chinese New Year Night Parade were announced today by Clara Chong, Executive Director of HKTB and Philip Chen, Chief Executive of Cathay Pacific Airways. Ms Chong said that more and more people chose to travel with their families during festive holidays, as proven by the success of HKTB’s family-oriented Hong Kong WinterFest programme last December. “During the 38-day WinterFest period, Hong Kong welcomed 2.55 million visitors, bringing our year 2004 total to a record-breaking 21.8 million, 40% more than 2003,” she said. “Taking into account this trend, we will continue to focus our promotions on the family segment in 2005.”

Ms Chong noted that Hong Kong offered a kaleidoscope of colourful celebrations during the Lunar New Year, an occasion for displaying ancient Chinese traditions and culture and for family reunion, “We estimate that the number of visitors during the 10-day Lunar New Year period will reach 660,000, an increase of 7.1% over the equivalent period in 2004.” Ms Chong said.

The Parade

The 2005 Cathay Pacific International Chinese New Year Night Parade will take place on the first evening of the Lunar New Year, 9 February 2005. Last year, the HKTB achieved overwhelming success with the first-ever Chinese New Year Night Parade in Tsim Sha Tsui. Building on this success, the HKTB will once again stage the Parade at night at the Tamar site, making it the first night parade on Hong Kong Island.

Cathay Pacific Airways is the Parade’s title sponsor for the seventh consecutive year, “Cathay Pacific is delighted to be the title sponsor of the International Chinese New Year Parade,” said the company’s Chief Executive Mr Philip Chen. “Great cities over the world have signature parades. The Cathay Pacific International Chinese New Year Parade is truly unique to Hong Kong – not only as a great tourist attraction but also as part of a celebration that is special to everyone in Hong Kong. As Hong Kong’s airline, we are pleased to have the opportunity to take part and help bring performers and visitors from all over the world to join in the festivities.”

Ms Chong pointed out that this year’s Parade would use the entire Tamar site to create the largest-ever performance ground, allowing greater participation by visitors and residents. To ensure that spectators outside Tamar can enjoy the full excitement of the performances, the HKTB will set up two designated performance zones along the parade route. In these zones, MCs will introduce the floats and performing groups and cheerleaders will motivate spectators to join in the action, bringing the festive atmosphere to new heights. “With all these enhancements, we hope that we will break all previous records and attract about 300,000 spectators. We also hope that the event will encourage more Hong Kong residents to spend the holiday season in the city, thereby boosting local consumption,” she said.

To tie in with the kaleidoscope theme, an octagonal stage with the largest octagonal screen in Hong Kong will be set up at the Tamar site. Besides creating varied multi-media effects, the screen will display different images simultaneously to showcase the city’s multi-dimensional attractions and vibrancy.

Ms Chong said that as with previous mega-events organised by the HKTB, the Parade highlighted the tourism strengths of Hong Kong and created a business platform for the local tourism and related sectors. “What’s more, it provides an opportunity for the 16 international and 13 local performing groups to showcase their artistic talents, which echoes the Chief Executive’s pledge on promoting Hong Kong’s creative industries,” she said.

To ensure that the local performing groups meet the international standards and best represent Hong Kong’s unique culture and appeal, the HKTB has set up a selection committee of seasoned performing arts professionals to select the 13 local performing groups. HKTB has also engaged a local design team to create the Board’s own float. Next year it plans to stage a float design competition to make the 2006 Parade even more spectacular.

To mark the 10th staging of the Parade, the HKTB has chosen the theme “Kaleidorama” for the Parade. The four segments will focus on the four core strengths of Hong Kong, including “Glitter” to display the city’s dazzling colours and festive lights; “Culture and Traditions” to demonstrate the array of Chinese provincial celebrations and customs in Hong Kong; “Lifestyle” to highlight the fascinating fusion of Eastern and Western cultures; and “Entertainment” to showcase the many events and activities that suit visitors’ different tastes and preferences around the clock. These four segments epitomise the diversity and sophistication of Hong Kong’s attractions that promise a uniquely memorable, total travel experience for each visitor.

Media and Trade Support

There are altogether 41 participating groups in the Parade, comprised of 12 floats, 16 international and 13 local performing groups. The event will be televised live on Television Broadcasts Limited’s Jade Channel between 8:00 pm and 9:30 pm and will also be broadcast on Mainland and several global TV stations. Last year, the global publicity value of the Parade exceeded HK$100 million.

Merchants of different sectors and trades are already leveraging on the Parade and the Chinese New Year celebrations to boost their business, creating a festive ambience throughout the city. The HKTB is encouraging shopping malls, department stores, chain outlets and merchants accredited under the Quality Tourism Services (QTS) scheme to remain open or extend their opening hours during the Lunar New Year to serve visitors and local residents.

Travel agents in various markets have introduced special tours packaging the Parade and related activities. Local travel agents are also introducing several one-day tours to cater for individual visitors from Mainland China and independent travellers from other markets. The HKTB has published a 2005 Chinese New Year Lai See of Amazing Offers that includes offers and special privileges by 39 merchants accredited under the Quality Tourism Services (QTS) scheme, covering some 340 retail and dining outlets in Hong Kong. During the Chinese New Year period, some restaurants will also introduce special menus and dishes for visitors.

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