WHOLE COMMUNITY TO PLAY A ROLE IN TWO-YEAR “CITY OF LIFE: HONG KONG IS IT!” PROJECT

Residents, the business sector and the travel trade alike are being enlisted to send a unified message of welcome to the “City of Life” in Hong Kong’s first community-wide tourism project, the Hong Kong Tourist Association (HKTA) said today (26 March).

All sectors of the community will be encouraged to play their part in promoting Hong Kong to overseas visitors, to explore its treasure trove of attractions more widely for themselves, and to act as friendly, welcoming hosts.

The City of Life: Hong Kong is it! project will be officially launched by the Chief Executive of the Hong Kong SAR, Mr Tung Chee Hwa, next Sunday, 1 April. From then until March 2003, an exciting programme of special events and attractions will be promoted to visitors and residents in all 18 Districts of Hong Kong.

The project is being jointly organised by the HKTA, the Home Affairs Department, the Leisure and Cultural Services Department and the Tourism Commission, in association with the 18 District Councils.

The HKTA is co-ordinating the City of Life: Hong Kong is it! project and will take the lead in publicity work, joining forces with the travel trade and business organisations to promote the District-wide programme and send a strong, vibrant message worldwide.

HKTA Chairman, The Hon Mrs Selina Chow, JP, said that the co-organisers had several objectives in launching this major tourism project. “The first is to enhance Hong Kong’s international reputation as one of the world’s most popular tourism destinations. The City of Life: Hong Kong is it! project will offer tourists more reasons to come, and will encourage them to stay longer and explore further when they do.

“Our other aims are to encourage Hong Kong residents to explore the 18 Districts so as to boost domestic tourism; and to cultivate a hospitality culture within the community, thus strengthening Hong Kong’s image and reputation as a welcoming city. This project will also help increase the awareness of the importance of tourism to Hong Kong’s overall economy, and will arouse local residents’ interest in participating in the development of tourism.”

Mrs Chow expressed her delight at the decision by The Hong Kong Jockey Club Charities Trust to act as principal sponsor of the City of Life: Hong Kong is it! project, contributing HK$25 million to its funding. “This generous sponsorship is especially valuable to us as it demonstrates that the aims and objectives of the project deserve recognition and support from all sectors of the community,” she said.

The project has also received full support from Government departments, the 18 District Councils and various business organisations such as the public transport sector, she added. As well as organising major events, they will assist in promotion and publicity work. In total, the value of resources committed to the project is more than HK$240 million.

The Chief Executive of The Hong Kong Jockey Club, Mr Lawrence Wong, said that the City of Life: Hong Kong is it! project was a worthy candidate for sponsorship because it would not only promote Hong Kong’s tourism industry and improve its international image, but also help increase business opportunities and enhance the level of synergy in the local community. “It will encourage all local residents to co-operate, and take a pride in introducing Hong Kong’s special features and attractions to overseas visitors,” he said.

The importance of tourism to Hong Kong’s economy was also stressed by the Commissioner for Tourism, Mrs Rebecca Lai. “We must take new initiatives to strengthen our advantages,” she said. “We support new investments in tourism attractions and organise new events so as to increase Hong Kong’s appeal as a tourism destination.

“We should be creative in improving our tourism products as well as adding ‘human’ touch to our services that will enrich visitors’ experience in Hong Kong” Mrs Lai added. “I encourage every citizen to play a part in promoting Hong Kong and to treat visitors with hospitality, turning Hong Kong into a true welcoming city.”

The Home Affairs Department will join forces with the 18 District Councils to support City of Life: Hong Kong is it!, the Director of Home Affairs, Ms Shelley Lee, announced. This will enable the appeal of existing events and festivals in different Districts to be enhanced in line with visitors’ expectations.

“There is a plentiful supply of tourism resources, countryside scenery, heritage and other highlights in the 18 Districts. These attractions are all around us. In addition, a wide range of events and festivals are regularly held in different Districts, providing activities that both residents and visitors can enjoy,” Ms Lee noted.

The District Councils have already pledged their full support. During today’s briefing, the 18 District Council Chairmen each announced the sightseeing spots, festivals and events they would be highlighting in their own Districts.

The Leisure and Cultural Services Department has also affirmed its support. The Director of Leisure and Cultural Services, Mr Paul Leung, noted that his Department has been striving to strengthen Hong Kong’s potential in the areas of the sport and the arts, so as to contribute to Hong Kong’s overall development and help Hong Kong grow into a world-class city and events capital.

“From now on, a number of exciting events and activities have been scheduled. These include the Hong Kong International Film Festival in April, the International Arts Carnival in July and August, the Mid-Autumn Festival in October, the Legends of China Festival in October and November, and the Chinese Lantern Carnival and Hong Kong Flower Show next year, as well as other performances, exhibitions, competitions and sports events. We are well-prepared and we invite visitors and residents alike to take part in these activities,” Mr Leung said.

In addition to the programme of activities in the 18 Districts, City of Life: Hong Kong is it! will feature a number of major events organised in co-operation with various local organisations. Organising Committee Chairman Mr Philip Chen said that these would include Hong Kong Lights Up during Christmas and the New Year period; an International Tourism Parade held on the first day of the Chinese New Year; the Hong Kong Flower Extravaganza in spring next year; Sale of the New Century during the 2002 summer holiday period, and a large-scale outdoor party, the City of Life Street Carnival, in early 2003.

These events will help further strengthen Hong Kong’s image as the “Events Capital of Asia” and provide the travel trade with a wide range of activities they can repackage to promote Hong Kong worldwide.

The HKTA has designed a special Web site for the City of Life: Hong Kong is it! project, hyperlinked to its main consumer Web site, DiscoverHongKong.com, and other related sites. The new HongKong-is-it.com Web site will be launched on 1 April and will provide visitors and residents with comprehensive information on the various events and attractions.

The HKTA will also promote the project through its worldwide marketing network and distribute a special “welcome kit” to arriving visitors. This will create a welcoming atmosphere as well as providing visitors with the most up-to-date information on City of Life: Hong Kong is it! attractions.

Each District has been allocated its own spotlight month between September 2001 and February 2003, to help highlight in turn the different events and attractions in the 18 Districts.

To encourage Hong Kong residents to learn more about their city and explore different districts, the HKTA will organise a series of road shows in shopping malls around Hong Kong, featuring the attractions of the 18 Districts. Special radio and TV programmes will also be produced.

A spectacular opening ceremony for City of Life: Hong Kong is it! has been arranged for 1 April. The event will also mark the HKTA’s change of name to the Hong Kong Tourism Board on that day, reflecting changes to its constitution and role.

The Patron of the City of Life: Hong Kong is it! project, Chief Executive of the Hong Kong SAR Mr Tung Chee Hwa, has been invited to perform the opening ceremony, which will highlight Hong Kong’s vibrancy and unique fusion of Eastern and Western cultures. The Vice-Patron, Secretary for Economic Services Ms Sandra Lee, JP, will also attend. RTHK will provide live broadcast of the entire show through TVB Jade channel.

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NOTE : The Hong Kong Tourist Association will be renamed the Hong Kong Tourism Board with effect from 1 April 2001, to reflect a change to its constitutional structure. Its primary responsibilities for marketing and promoting Hong Kong as a destination worldwide, and for providing visitors with assistance when they arrive, will remain unchanged