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The Hong Kong Tourism Board
(HKTB) has said it warmly welcomes and is encouraged by the allocation of HK$417 million to promote tourism and
stimulate local consumption, as approved today by the Legislative Council's Finance Committee as part of the HK$1 billion budget to rebuild
the economy.
The HKTB has already drawn up plans for a comeback campaign, in
consultation with its trade partners, and details are being finalised and
are expected to be announced in due course. The HKTB said that the first priority is to rebuild
travellers' confidence in Hong Kong, the Board is encouraging the community to take
every opportunity to spread the news that the World Health Organisation (WHO) has lifted its travel advisory, life is returning to normal and the buzz
is back on the streets. It also calls on everyone to remain vigilant in terms
of personal and community hygiene, so that Hong Kong can be removed from the list of SARS affected areas soon.
HKTB Chairman The Hon Mrs Selina Chow, GBS, OBE, JP, said that the
time needed for each market to rebuild confidence in Hong Kong would differ, despite the lifting of the travel advisory on 23 May. This had to be
carefully evaluated. "On the one hand, we are disseminating the message
through our worldwide offices and global media. On the other hand, by working with the trade in our major markets, we are monitoring consumers'
travel desire and their response to the lifting of the advisory so as to
ensure that HKTB's marketing strategy will achieve maximum impact. This will facilitate an effective and desirable resource allocation that achieves
both good publicity and cost-effectiveness," she explained.
Mrs Chow added that the HKTB is co-ordinating marketing promotions
tailored to each source market. Familiarisation visits inviting travel trade
and media from selected markets are also being organised to rebuild confidence in Hong Kong as soon as possible. |
