HONG KONG IS ‘LIT’ AS CHIEF EXECUTIVE LAUNCHES TWO-YEAR, COMMUNITY-WIDE TOURISM PROJECT

Hong Kong’s world-famous harbourfront was illuminated in a blaze of searchlights and pyrotechnics on Sunday evening (1 April) as the Chief Executive, The Hon Mr Tung Chee Hwa, officially launched the Special Administrative Region’s first community-wide tourism initiative, City of Life: Hong Kong is it !

The ceremony also marked another important tourism milestone for Hong Kong, the renaming of the Hong Kong Tourist Association (HKTA) as Hong Kong Tourism Board from 1 April, to reflect changes to its constitution and role.

The Hong Kong Tourism Board is co-organising the City of Life: Hong Kong is it! project with the Home Affairs Department, the Leisure and Cultural Services Department and the Tourism Commission, in association with Hong Kong’s 18 District Councils. The Hong Kong Jockey Club Charities Trust is principal sponsor.

Representatives of all parties involved, including the Chairman or Vice-Chairman of each District Council, joined Mr Tung outside the Hong Kong Cultural Centre for Sunday night’s launch. After the Chairman of The Hong Kong Jockey Club Charities Trust, Mr Alan Li, had used a symbolic “Powercard” to “charge up” the podium lighting, Mr Tung pulled a switch that set off a spectacular sequence of pyrotechnics and lighting on both sides of the harbour.

The City of Life: Hong Kong is it! programme will run from now until March 2003 and include a series of special events, festivals and attractions in all 18 Districts, in addition to major thematic and seasonal events throughout the two-year period.

Its aim is to encourage not only tourists, but also Hong Kong residents, to explore beyond the better known tourist spots and discover the treasure trove of scenic and cultural attractions that exist in every District of the “City of Life”.

As well as increasing public awareness of what Hong Kong has to offer, the organisers hope the City of Life: Hong Kong is it! project will capture the community’s support and thus help the city’s hospitality culture to grow.

Mr Tung, who is Patron of the project, notes in a message in the souvenir programme that “the campaign also fosters the partnership between the travel trade and various sectors of the community and enhances the public awareness of the value of the tourism industry”.

“Together, we will make Hong Kong a more visitor friendly and attractive destination,” Mr Tung pledges.

This wish is echoed by the Chairman of the City of Life: Hong Kong is it! Steering Committee, The Hon Mrs Selina Chow, JP. “We urge every citizen to take pride not only in Hong Kong as a whole, but also in the special features of their particular district and environment,” she says. “After all, it is the liveliness and exuberance of the people of Hong Kong who give real meaning to the ‘City of Life’.”

Mrs Chow, who is also Chairman of the Hong Kong Tourism Board, adds that the tourism body’s reconstitution has placed it in a better position than ever to work with, and for, the entire Hong Kong community in promoting the “City of Life”.

“Together with the Hong Kong SAR Government and the tourism industry, we are taking bolder steps forward with our marketing and promotion campaigns,” she comments. “Hong Kong tourism has indeed entered a new era.”