“CITY OF LIFE – HONG KONG IS IT!” CHOSEN AS TOURISM PROJECT MESSAGE

Hong Kong’s first community-wide tourism promotion project will carry the title City of Life – Hong Kong Is It! and feature special events in all 18 Districts of the SAR, the Hong Kong Tourist Association (HKTA) revealed today (18 January).

HKTA Chairman, The Hon Mrs Selina Chow Liang Shuk-yee, JP, made the announcement after meeting representatives of the 18 District Councils and other members of the Organising Committee to agree the programme’s broad outline.

The District Councils will be key partners of the HKTA in organising the community-wide programme, which aims to show not only visitors to Hong Kong, but also local residents, the treasure trove of heritage and cultural attractions that lies beyond the better-trodden tourism areas of Tsim Sha Tsui, Central and The Peak. Some of the District activities will build on existing events; others will be specially created.

The project also has the support of the Tourism Commission, Home Affairs Department and Leisure & Cultural Services Department. The Organising Committee is chaired by the Director and Chief Operating Officer of Cathay Pacific Airways, Mr Philip Chen, JP, while the Chief Executive of the Hong Kong SAR, The Hon Tung Chee Hwa, has agreed to be the project’s Patron. Vice-Patrons will be the Secretary for Economic Services, Ms Sandra Lee Suk-yee, JP, and the Secretary for Home Affairs, Mr Lam Woon-kwong, GBS, JP. The Chairmen and Vice-Chairmen of the 18 District Councils will act as Honorary Advisers.

The chosen title City of Life – Hong Kong Is It! makes use of the “City of Life” slogan already used very successfully by the HKTA since 1998 to highlight Hong Kong’s vibrancy, energy and fusion of cultures to overseas visitors. Mrs Chow said that a key factor in selecting it as part of the programme’s title was that it provided an equally appropriate message for local residents. “The title is embedded with a sense of belonging to Hong Kong and reflects a feeling of pride with our home,” she explained.

The title also offers a rhythmic and powerful advertising slogan in English, Cantonese and Putonghua, and allows room for creativity as the 18 Districts will have their own attractions, celebrations and activities. The Districts will be permitted to adapt the first part of the slogan, so as to send their own local message while maintaining the integrity of the overall programme.

Full details of the programme are now being drawn up by the Organising Committee and the District Councils, and are expected to be announced in April. Mrs Chow revealed, however, that as well as localised activities there will be a series of large-scale events co-organised by the HKTA (which should by then be renamed the Hong Kong Tourism Board), the Tourism Commission and other Government departments or local organisations.

Among plans currently being discussed are a spectacular harbourside opening ceremony on 1 April 2001, an expanded range of attractions over the Christmas and Lunar New Year periods, a major Sale of the New Century shopping festival in summer 2002, and an SAR-wide City of Life Street Carnival to close the programme in late 2002 or early 2003.