With the SARS epidemic engulfing the globe, casualties were not only human lives but also the economy of several nations, that bank heavily on tourism revenue. Despite being amongst those hardest hit, Hong Kong tourism may be down, but certainly not out, says Selina Chow, GBS, OBE, JP, chairman, HKTB, highlighting her comeback campaign, in an exclusive interview with Raadia Mukadam. Excerpts

How badly has Hong Kong tourism been hit by SARS?
Understandably, no business in Hong Kong has remained unaffected by the impact of SARS. For the tourism industry, this is probably more significant than previous challenges that the industry has faced, including the Asian economic crisis (1997-98) or the 9/11 catastrophe in 2001. Total arrivals in April were 4,93,666, a decrease of 64.8 per cent as compared to the same time last year. In May, visitor arrivals recorded a drop of almost of 70 per cent.

What is the crux of your comeback campaign?
We are aiming for a sustained publicity and promotion drive in all major markets, leveraging on action being taken by the government and other concerned organisations. Each market will be closely monitored for perceptions to ensure we do not launch our promotion too soon. Initially, we shall support the coordinated action being taken to reassure the world that Hong Kong is now safe, leading up to the point when Hong Kong has gone without a new SARS case for 20 days and the WHO can delete us from the recently infected list.

As perceptions improve, we shall support and assist the trade in tactical promotions for the regional markets, before launching our global tactical campaign, phased in to dovetail with initiatives being taken by other members of Hong Kong Inc. HKTB will help coordinate and promote some exceptional destination offerings being put together by the local travel and tourism trade to lure and welcome the first wave of visitors. Throughout the sustained campaign, through till early 2004, HKTB will conduct studies to track a travellers’ perception of Hong Kong. The fundings will help us determine where and when to roll out our global advertising and promotion campaign.

How does HKTB plan to rebuild the trade and public confidence?
Using our overseas offices and international contacts, we are working with the government and other Hong Kong representatives to spread the word globally that Hong Kong is functioning normally with all its core attributes and strengths for business, leisure and meetings firmly in place. We shall emphasise how Hong Kong used its sophisticated medical services and stringent health control measures to overcome the disease in just two months, as a result, Hong Kong is now ready to welcome back its visitors.

What collaterals can the tour operators expect from HKTB?
The current range of collaterals such as travellers’ guides, maps, have continued to be available to tour operators. To support the tactical promotions that form part of the comeback campaign, there will be special discount booklets and collaterals that feature the programme highlights and the forthcoming mega events. These booklets will be produced and made available to tour operators upon request.

In addition, as part of our marketing efforts to spread the good news on the lifting of the travel advisories for Hong Kong by the World Health Organisation and the Centres for Disease Control and Prevention, we have developed a series of attractive e-cards that can be downloaded and sent to business associates, friends and relatives. Tour operators are welcome to leverage on the e-card medium to pass on the wonderful news to their clients to renew interest in travel to Hong Kong. The e-cards can
be downloaded from our www.DiscoverHongKong.com website.

Are you tying up with any airline to launch special discounted fares?
We will render our support and assistance to our trade partners in tactical promotions for the regional markets, before launching our global tactical campaign. The tourism industry in Hong Kong has already drawn up some exceptional deals and special offers for visitors. HKTB is now working with trade partners to help market these offers as part of our overall promotions overseas. Our regional offices are also in regular communications with our trade partners including airlines to explore tactical co-operation opportunities and provide support.