HKTB gears up for 2006 Discover Hong Kong Year

With three weeks to go before 2006 begins, the Hong Kong Tourism Board (HKTB) is all set to offer visitors a totally satisfying and memorable experience during 2006 Discover Hong Kong Year. Through a series of overseas promotions and destination initiatives, the HKTB aims to enhance perceptions, create positive word-of-mouth publicity, and in turn encourage repeat visits by travellers worldwide.

Hosting a media briefing today, HKTB Executive Director Ms Clara Chong said that by encompassing Hong Kong’s differentiating values and creating brand new experiences for visitors, the 2006 Discover Hong Kong Year global marketing campaign will not only generate immediate visitor arrivals and spending, but also sustain the tourism industry’s long-term development and provide the impetus for growth during the 2008 Beijing Olympics and 2009 East Asian Games.

“While promoting our tourism infrastructure, it is equally important to continually upgrade Hong Kong’s quality services,” Ms Chong said. “We want our visitors to feel the warmest welcome, and have a truly memorable stay, which is why we’ve put together various destination initiatives for enhancing the visitor experience during 2006 Discover Hong Kong Year.”

Pre- and On Arrival

The exciting journey of discovery begins even before visitors arrive, as they can make use of the HKTB’s DiscoverHongKong.com web site to plan their trip and select activities that satisfy their interests. They can also download the Hong Kong Leisure Guide for Business Travellers on to their PDA prior to arrival to access information about Hong Kong at their fingertips. In mid-December 2005, the electronic PDA guide will also be launched in a Palm version, and by the second quarter of 2006, visitors will be able to access information with their mobile phones through audio and WAP.

As soon as visitors arrive in the city, they will be presented with a whole range of special welcome surprises and spending privileges at the ports of entry. Highlights will be the distribution of the 2006 Discover Hong Kong Year Bonus Guide. Featuring a host of discounts at shops, restaurants, tour operators and attractions, as well as for public transport, this Guide will help enrich visitors’ experiences and stimulate their spending. And to help visitors identify merchants accredited under the Quality Tourism Services (QTS) scheme and enjoy the dining and shopping offers by these merchants, the HKTB will arrange for displays and decorations at the merchants’ outlets.

Mega Events

During their stay, visitors can enjoy an expanded year-round calendar of Mega Events organised by the HKTB. Feedback from visitors shows that these events have helped enhance their satisfaction and stimulate spending. As well as enriching the exiting popular Mega Events, namely International Chinese New Year Night Parade, Hong Kong Shopping Festival, Best of the Best Culinary Awards and Hong Kong WinterFest, the HKTB will stage two new Mega Events – the Culture and Heritage Celebration and Mid-Autumn Lantern Celebration – to allow visitors to fully experience Hong Kong’s unique culture and heritage and traditional lifestyle.

Quality Products & Services

Another key element during 2006 Discover Hong Kong Year will be the QTS scheme, which helps visitors identify quality service providers in the retail and restaurant sectors. The HKTB is planning to launch a Quality Ambassador Programme and provide benchmarking service for accredited merchants, so as to uplift their service standards. In addition, the HKTB will continue to recruit more merchants, further strengthen compliance measures and enhance the complaint-handling system.

The  HKTB has been working on the 2006 Discover Hong Kong Year campaign since early 2005. Using a wide range of publicity, promotional and marketing activities targeted at consumers, the media and the travel trade, the HKTB aims to showcase Hong Kong’s multi-dimensional appeal to travellers worldwide.

Following the campaign’s Trade Launch this May, when it was introduced to hundreds of top travel executives and media representatives from around the world, the HKTB has already rolled out the campaign in key long-haul markets, such as Canada, the UK, the US and Australia and will soon launch it in short-haul markets.

Ms Chong said that in planning for the campaign, the HKTB has already taken into account the macro environment and any external factors that might impact on global travel. “As always, we’ve built in sufficient flexibility in the campaign to address the changing market conditions and unforeseen external factors, so as to achieve maximum cost-effectiveness for our promotions,” she explained. “We expect 2006 Discover Hong Kong Year will boost visitor arrivals and spending, and generate multi-faceted opportunities across all businesses. It’ll also further elevate Hong Kong’s standing as one of the world’s leading travel destinations.

“To reach these targets, we need the support of all our partners, not just in the tourism industry but also the wider community. Together we will make Hong Kong the centre of the world’s attention in 2006 and the years after.”

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