World Travel Industry leaders gather in Hong Kong to witness 2006 Discover Hong Kong Year Campaign Launch

More than 300 top travel executives and media representatives from around the world gathered in Hong Kong between 17 and 19 May to arm themselves with knowledge about the city’s new tourism products that would enable them to promote Hong Kong more creatively in their home markets.

The delegation, which included 257 senior executives from major tour wholesalers, travel agents and airlines in 23 countries and regions, and some 40 journalists from 16 markets, were here on a three-day visit programme organised by the Hong Kong Tourism Board (HKTB), with full support from local travel industry.

The visit programme officially marks the commencement of HKTB’s global trade promotions for 2006 Discover Hong Kong Year. It was designed to drum up vital trade support for this integrated marketing campaign, which aims to make Hong Kong one of the world’s hottest, “must-visit” destinations.

The three-day programme comprised both business and experience elements. In addition to insights into the city’s tourism developments and HKTB’s marketing plans, it offered delegates the opportunities of networking with local counterparts and experiencing Hong Kong’s renowned and lesser-known attractions, especially its green products.

The Business Session on 18 May comprised presentations on the “2006 Discover Hong Kong Year” campaign and briefings on upcoming attractions, namely Hong Kong Disneyland, Hong Kong Wetland Park, Ngong Ping 360 and AsiaWorld-Expo.

Speaking at the session, HKTB Chairman The Hon Mrs Selina Chow, GBS, OBE, JP, thanked the delegates for joining hands with the HKTB in ensuring the success of the “2006 Discover Hong Kong Year” campaign, which would propel Hong Kong’s tourism industry to even higher levels of achievement. “You’ll not only be among the first to hear about our plans but also experience first-hand Hong Kong’s multi-faceted appeal – from our established attractions to our hidden treasures,” she said. “Your appreciation of everything that Hong Kong has to offer is vital to the success of this campaign, and will suggest countless opportunities for you to capitalise on this business platform.”

The Business Session also served as the perfect opportunity for the HKTB to unveil its 2006 Discover Hong Kong Year logo (click image below), which, through its dynamic design utilising intersecting shafts of coloured light, conveys the notion of the world’s spotlight descending on Hong Kong in a grand celebration of discovery.

Joining the overseas delegates at the session were local travel trade partners, who offered tremendous support for the orientation programme. They were encouraged to fully leverage on the business opportunities, to create the packages, programmes and value-added offers that would give visitors a most memorable holiday in Hong Kong.

For the experience elements, leading the orientation was a welcome dinner on Lamma Island on 17 May, which exposed participants to Hong Kong’s deep-rooted culture and heritage, including tranquil fishing villages, temples and traditions. To showcase Hong Kong’s hospitality, they were given an extra warm welcome by Chow Yun-fat, the home-grown, internationally famous actor born on Lamma Island.

To enable delegates to experience the surprises of discovering new facets of Hong Kong amid what are often considered familiar places, the HKTB arranged a visit to The Peak.

Surveys by the HKTB show that more than one third of the total overnight visitors went to The Peak during their stay, making it the most popular attraction in Hong Kong. Within this single attraction, visitors can find amazing contrasts and diversity, from a full range of shopping, dining and entertainment to the relaxation of a quiet stroll along a walking trail.

The Peak is one of many surprising green resources and natural wonders in Hong Kong, many of which are easily accessible from busy urban areas by the city’s world-class public transport. In fact, 70% of Hong Kong is rural, with around 40% conserved as country parks, one of the highest proportions in the world.

To further inspire delegates, a varied programme of activities, including newly packaged “Discover Hong Kong Year” tours, was arranged to highlight Hong Kong’s established and less-familiar tourism assets. These included visits to the Mai Po Wetlands, country parks, clan villages, wet markets and racecourse. 

Using extensive global promotions and publicity activities, the HKTB will persuade the global travel trade that there is no better time to visit Hong Kong than in 2006, and urge them to seize the moment and the business opportunities. A series of promotions and publicity activities have already been planned and will be implemented through 2006 in different markets.

The HKTB has already confirmed participation in more than 20 international trade shows and conventions between June 2005 and June 2006. In addition to organising travel missions, roadshows will be staged in several major source markets to promote 2006 Discover Hong Kong Year and the new range of products and activities.

To support overseas travel trade when promoting Hong Kong, the HKTB will organise a series of training and educational programmes for travel agents, such as the Discover Hong Kong Year Specialist programme. This web-based training programme will help spread in-depth knowledge of new products among retail agents. The HKTB also plans to invite 5,000 global travel trade representatives to come and experience Hong Kong in the coming two years, to drive them to devise new and creative itineraries, having experienced the attractions themselves.

HKTB Executive Director Ms Clara Chong encouraged the overseas travel trade to obtain maximum leverage on the “2006 Discover Hong Kong Year” platform by creatively packaging the magnificent attractions and events. “Through our win-win partnership, I’m confident that we’ll soar to new heights together, both this year and in 2006 Discover Hong Kong Year,” she said. “We’re looking forward to record arrivals of 27.14 million, and total tourism expenditure nudging the HK$115 billion mark in 2006.”

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