KAREN MOK CROWNED CITY OF LIFE’S AMBASSADOR

A sleek and modern touch has been added to the City of Life: Hong Kong is it! tourism campaign with the appointment today (6 November) of trend-setting local artiste Karen Mok as the programme’s Ambassador. She will assist in promotions targeted at the Taiwan market.

Today’s crowning ceremony was performed by Executive Director of the Hong Kong Tourism Board (HKTB), Clara Chong, who explained that Karen Mok would help further develop the young visitor segment in Taiwan. “Karen is an ideal personality to promote Hong Kong. With her ‘new age lady’ image, she has a large following in Taiwan and holds great appeal for the younger generation,” Ms Chong remarked.

The new City of Life: Hong Kong is it! Ambassador was bubbling with excitement about her appointment. “I am very honoured to take up this title,” Karen Mok said. “Hong Kong is a vibrant and exciting city with countless things to do and see. Since I was a child, I’ve been telling my friends from around the world how great this place is. From now on, I will work even harder to promote Hong Kong to Taiwanese travellers,” she pledged.

Karen will go straight into action later this month to assist in Taiwan promotions for Hong Kong Lights Up, a three-month programme of lighting and festive attractions that starts on 9 December. It will be the first major event of the City of Life: Hong Kong is it! campaign.

Taiwan is Hong Kong’s second largest source market for visitors, contributing some 2.38 million arrivals in 2000. With long-haul travel having been badly hit by the US terrorist attacks, the HKTB is putting increased focus on short-haul markets such as Taiwan. Efforts are being made to encourage more weekend and short holiday trips as well as maximising visitor spending.

Starting early next year, Taiwanese travellers will find it easier to visit Hong Kong with the new iPermit electronic visa system to be introduced by the Hong Kong SAR Government. The move is expected to bring an estimated 100,000 extra visitors a year to Hong Kong.

More than 200 fascinating attractions, festivals and events are being actively promoted by the HKTB as part of the City of Life: Hong Kong is it! campaign, which runs from April 2001 to March 2003 and aims to offer more in-depth travel experiences to visitors.