As one enters the Hong Kong International airport, the thermal scanners draw attention. The men in mask and gloves keep a vigilant eye as visitors are screened for fever. On the streets, janitors can be seen cleaning litter bins with soap and water. Yes, despite getting a clean bill from the WHO (World Health Organisation), Hong Kong government is still following stringent hygiene regulations to keep SARS at bay. The ‘Team Clean’, set up to tackle environmental hygiene, continues with the ongoing vigilance to thwart re-emergence of the disease. No wonder, WHO praised Hong Kong for its handling of the SARS outbreak. With SARS gone, recovery is on fast track.

Hong Kong Tourism Board (HKTB) and the industry partners have pulled in resources to boost tourism. To jump start revival, the HKTB has chalked out a short-term initiative targeting business travellers and regional travellers, while the long-term plan aims to re-position Hong Kong as the most popular single destination in Asia by reinforcing its image. "MICE and cruises are two important areas we are looking at," said Cynthia Leong, manager, PR & communications, HKTB. MICE, she pointed out, forms a significant share of business travel to the country. HKTB is closely working with Hong Kong Trade Development Council to run a campaign to woo this high-end segment. Some of the postponed events are already coming back. "Till December 2003, 33 major exhibitions and 56 conventions will be held in Hong Kong - like Louis Vouitton will hold their regional meeting. 36 new conventions have been confirmed from 2004-2008. A new exhibition centre is coming up to attract more such events," Leong informed.

"The cruise market is particularly important to us in terms of long-term tourism development. Last year a research showed that Hong Kong is a must-visit port on cruise to the region," she went on to add. To reinvigorate this market, HKTB has joined hands with Star Cruises to launch special offers in Australia, Korea, China and Japan - the prominent cruise markets. Super Leo, Star’s largest liner, which moved to Australia during the SARS outbreak, is back to the city. As part of the short-term plan, wide-ranging programmes will be running through to March 2004, backed by a global advertising campaign.

The first phase of the recovery plan has been launched on July 13 with a two-month long Welcome Month programme. During the period irresistible air and hotel offers, some special dining, shopping and entertainment privileges and a lucky draw offering more than HK$10 million worth of prizes will be on cards. "Hotels have launched Be Our Guest campaign, which entitles one to a free third night for two consecutive nights stay at any hotel. We have compiled these privileges in ‘Hong Kong Welcomes You’ passport, which can be picked up at the airport and distributed through travel agents."

The second phase of recovery will be kicked off with a new thematic ad campaign featuring Hollywood star Jackie Chan, followed by overseas promotions in 16 key markets including India. Further, there’ll be a new event added each month (like Autumn Festival, Christmas, Chinese New Year) to offer travel agents a sustained supply of must-see attractions to arouse customer interest. "In India, we will hold road-shows in Delhi and Mumbai in September. Tour operators are planning to launch low priced tour packages in the line of buy one get one free," said Leong. HKTB is confident that offers will yield results and expects 70 per cent recovery by December 2003 and 100 per cent by summer 2004.