HONG KONG’S TOURISM CAMPAIGN RECRUITS STAR AMBASSADORS

Promotion of the City of Life: Hong Kong is it! campaign by the Hong Kong Tourism Board (HKTB) in North Asia has been given extra momentum with the crowning today (16 July) of popular local artists Leon Lai and Michele Reis as Ambassadors for the two-year tourism project.

North Asia, comprising Japan and Korea, is Hong Kong’s third largest source market for visitors. At today’s crowning ceremony held at historic Murray House, on the Stanley waterfront, the HKTB’s Executive Director Ms Clara Chong noted that it was highly appropriate to appoint the two celebrities to promote City of Life: Hong Kong is it! in the region. “Both Leon Lai and Michele Reis have numerous fans in these markets. They are the ideal combination among Hong Kong movie stars to promote Hong Kong tourism there,” she said.

“It is effective to ride on the popularity of movies and artists to promote tourism. The fans are interested in the film locations and the stars’ favourite spots as well as learning about their lifestyle in Hong Kong. They have the urge to see these places for themselves,” Ms Chong explained. “This is why the HKTB has been inviting local celebrities to help in promoting Hong Kong overseas.”

Leon Lai will start his new role immediately as he flies to Korea tomorrow (17 July) for the Puchon International Fantastic Film Festival, where his film Bullets of Love is being featured. As well as meeting the media and his fans, he will promote the City of Life Hong Kong is it! campaign at the Millennium Plaza, one of the most popular shopping areas in Seoul. “I will spare no efforts to promote Hong Kong’s sightseeing attractions, its diversified activities and its top-quality services to travellers in Japan and Korea,” he pledged.

Michele Reis will make Japan the first stop in her promotion schedule. “Having lived in Hong Kong since childhood, I will be well placed to tell potential visitors about our city’s wealth of tourist attractions and its excellent infrastructure,” she said.

In 2000, visitor arrivals from Japan and Korea grew by 19.8% to more than 1.75 million – the highest growth rate among all HKTB’s regional markets – and generated some HK$7.9 billion in tourism receipts for Hong Kong.

More than 200 tourism attractions and activities from heritage buildings and festivals to scenic spots are being vigorously promoted by the HKTB between now and March 2003 as part of the two-year City of Life Hong Kong is it! campaign, which aims to show both visitors and local residents the amazing depth and diversity of attractions that can be found in every district of Hong Kong.



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The Hong Kong Tourism Board was formerly known as the Hong Kong Tourist Association (HKTA). The change took effect from 1 April 2001 and reflects a change to the tourism body’s constitutional structure. Its primary responsib ilities for marketing and promoting Hong Kong as a destination worldwide, and for providing visitors with assistance when they arrive, remain unchanged.