Avenue of Stars in Hong Kong captures movie magic to help enrich visitors experience

The increasing international popularity of Hong Kong movies and movie stars has helped promote worldwide interest in Hong Kong as a tourist destination, according to the Executive Director of the Hong Kong Tourism Board (HKTB), Clara Chong. Attending the opening ceremony of the Hong Kong Film Awards today,  Ms Chong said that the soon-to-be-opened Avenue of Stars would address visitors' strong interest in the Hong Kong movie scene and enrich their experience.

"Hong Kong movies have long enjoyed strong appeal in Mainland China, Taiwan, Southeast Asia, North Asia and in recent years, Hollywood. As well as raising the city's profile internationally, they help build Hong Kong's image as a trendy, fashionable and cosmopolitan city. They showcase the city's unique culture, its distinctive lifestyle and attractive locations, inspiring overseas film-lovers to come and discover Hong Kong for themselves. Indeed, the synergies between the film and tourism industries have helped put the city on the international map as one of the most appealing tourist destinations," Ms Chong said.

Surveys by the HKTB show that 14% of visitors are interested in the Hong Kong movie scene locations while 12% are interested in visits to film and television studios. To address such interest, the HKTB conceived the Avenue of Stars in 2000, as part of a feasibility study into potential new visitor attractions for Hong Kong. As well as enhancing the city's appeal and competitiveness in the global tourism market, the HKTB aims to provide an opportunity to honour the achievements of the movie industry's leading players.

"We are very pleased to have the strong support of the Hong Kong Film Awards Association (HKFAA); the Government's Tourism Commission and Leisure and Cultural Services Department; the Yau Tsim Mong District Council; and last but not least, the New World Group, which has financed the construction of the project. The Avenue of Stars will officially open on 27 April and is set to become another major tourism attraction of Hong Kong," Ms Chong remarked. 

Located on the waterfront of Tsim Sha Tsui, one of Hong Kong's most popular tourist areas, the Avenue of Stars will feature pavement plaques commemorating Hong Kong movie personalities past and present; milestone features outlining the local film industry's 100-year history; a welcoming video; sculptures; and souvenir kiosks, all of which will enable visitors to see and learn more about their favourite Hong Kong movies and movie stars. In addition, special lighting will make the atmosphere even more enchanting at night.

The HKTB has been laying the groundwork for the launch to ensure that visitors can fully experience the glamour and romance of the movie world. As soon as they arrive, visitors will be greeted at the airport and major border points by HKTB staff handing out Avenue of Stars information. They will see themed decorations in various parts of the city including the Board's Visitor Information & Services Centres. The Board is preparing a Hong Kong Movie Odyssey Guide on locations used for a number of favourite Hong Kong movie scenes, which will allow visitors to explore the city's many facets and experience the lives portrayed in the films.

For a further taste of the distinctive lifestyle, visitors can select from a range of movie-related dining offers and menus developed by restaurants in Tsim Sha Tsui, which will be included in a Dining Delights passport distributed by the HKTB. And perhaps there is nothing more romantic than taking a walk along the Avenue of Stars as the evening unfolds, with the harbour glistening with colourful displays and lights. Showcasing the magnificent night-time vistas of Hong Kong, the Avenue will provide a perfect viewing point for the acclaimed nightly harbourfront multimedia show, A Symphony of Lights.

The HKTB has been working closely with the global travel trade to package and promote the Avenue of Stars along with various movie-related activities such as today's Hong Kong Film Awards and the Hong Kong International Film Festival between 6 and 21 April. In addition, the Board said it will collaborate with the trade to develop tour packages and arrange familiarisation visits for the trade and media to create "word of mouth" publicity in different markets.

On 28 March, Hong Kong Tourism Ambassador Jackie Chan visited Shanghai to help launch the Board's first overseas promotion of the Avenue of Stars, which started a series of consumer promotions on the Mainland. Building on the "Hong Kong - Live it, Love it!" advertising campaign, these promotions will focus on different dimensions of the Avenue to appeal to film-lovers, leisure and family travellers as well as those seeking a romantic getaway.

The HKFAA has donated a magnificent Hong Kong Film Awards statue that will stand at the entrance to the Avenue of Stars. At the opening ceremony tonight, Manfred Wong, Chairman of the Board of Directors of the HKFAA, presented a miniature of the statue to Ms Chong to demonstrate the film industry's support for the project. Also attending the ceremony were Michael Fong, Chairman of the Avenue of Stars Management Limited and Annie Choy, Chief Leisure Manager (Kowloon) of the Leisure and Cultural Services Department. 

"The Avenue of Stars brings together the magic of the movies, the shimmering night views and romantic allure of Hong Kong. We are confident that it will become another "must-see" tourist attraction, enabling local residents and visitors to truly experience the glamour and romance of Hong Kong," Ms Chong said.