Hong Kong Targets 16 Per Cent Increase In Tourism Arrivals By 2006

Launches 2006 Discover Hong Kong Year With Aplomb

Jyoti Koul - Hong Kong

With India hotting up in the global scene, the recent launch of Hong Kong Tourism Board’s 2006 Discover Hong Kong Year (DHKY) campaign couldn’t have been timed better timed. If Hong Kong tourism is incurring the cost of nearly HK$115 billion, it is targeting 27.14 million tourist arrivals to HK in 2006 which translates into an increase of about 16 per cent in tourist arrivals. The prelude to the DHKY campaign indicated that the year 2006 would be a historic year for its tourism due to the launch of several new and 'big' additions to Hong Kong's tourism infrastructure. The campaign was recently launched in Hong Kong amidst much fanfare and with a clear aim to boost tourism revenue. Importantly, during the year 2006 that has been marked as DHKY, the HKTB will launch and showcase many new products and projects that include Asia World Expo, Ngong Ping 360, Hong Kong Wetland Park, and Hong Kong Disneyland. The preview presented an insight into the new products and marketing plans.

The Campaign

Clara Chong HKTB will build the DHKY campaign around the existing Hong Kong - `Live it, Love it’ theme and together with a series of new products, offers and tactical promotions

In simple terms, the DHKY campaign is a short-term game plan for a long-term perspective. But HK's local travel trade would like to describe the campaign as a celebration of the new and amazing products that are ready to be explored. However, many believe that the campaign is a well-planed move to showcase the rich potential of HK tourism. According to Selina Chow, chairman, HKTB, “It is an integrated marketing campaign that aims to make Hong Kong one of the world's must-visit destinations for both leisure and business.” While unveiling the logo of the DHKY campaign to a special gathering of over 200 senior executives from major tour wholesalers and travel agents from about 23 countries and about 40 overseas journalists, Chow said that, "The DHKY 2006 campaign would propel the HK tourism industry to achieve higher levels of growth and one would experience HK's multifaceted appeal - from our established attractions to our hidden treasures." Therefore, the year 2006 is being promoted as the best year to visit the country and offer ample business opportunities to the travel trade as a series of promotions are planned and will be implemented throughout the year in different markets especially China. “ Clara Chong, executive director, HKTB said, “HKTB will build the DHKY campaign around the existing Hong Kong - `Live it, Love it’ theme and together with a series of new products, offers and tactical promotions, this short-term campaign will instill a sense of urgency to travel to HK in 2006."

Trade Target

On the travel trade front, HKTB will organise road shows in major source markets to promote DHKY and the new range of products and activities. There are a number of programmes lined up for overseas travel trade partners. Initiating close collaboration with the travel trade, the HKTB will organise training and educational programmes like Discover Hong Kong Year Specialist programme for the trade partners. This will be a web-based training programme that will help spread in depth knowledge of new products among the retail agents. The board is also planning to invite about 5,000 global travel trade representatives to Hong Kong in the next two years." This would be done in order to drive them to devise new and creative itineraries, having experienced the attractions themselves," informed Chong. While addressing the travel trade, Chong said, "The travel trade can obtain maximum leverage on the DHKY platform by creatively packaging the magnificent attractions and events and through our win-win partnership, I am confident that we will soar to new heights together. We intend to create a new image for HK as the hottest and a must visit destination."

Facts And Figures

The DHKY campaign is expected to bring 1.2 million visitors and 2 million visitor nights additional to the HKTB's original growth forecast. It will also help generate an additional HK$10 billion tourism spending that in other words means that for every dollar of the government's investment the HKTB will achieve 20 in return. Through this campaign HKTB's short term objective is to drive incremental visitor arrivals and spending. Importantly HKTB has already confirmed participation in more than 20 international trade shows and conventions between June 2005 and June 2006.

New Products.

The Asia World Expo, Ngong Ping 360, Hong Kong Wetland Park, and Hong Kong Disneyland are some of the new projects of the HK's tourism and for the period of a year these products will be showcased in order to generate enough interest. These attractions will also provide the travel trade with fresh impetus to package new and creative itineraries By the end of 2006, HK will increase the hotel supply to 131 new hotels in the country -- that means the room number will be 33,000 rooms. The positioning of Hong Kong as a MICE destination will be enhanced with the launch of Asia World Expo, which offers 70,000 square metres of exhibition space.

New attractions

Hong Kong Disneyland will commence operations in September this year. Disneyland houses some spectacular attractions like Fantasyland, Adventureland, Tomorrowland, Sleeping Beauty Castle and Mainstreet USA besides two hotels namely, Hong Kong Disneyland Hotel and Disney's Hollywood Hotel. Ngong Ping 360 includes Ngong Ping Skyrail, Ngong ping village, walking with Buddha, Monkey's Tale Theatre and Ngong Ping TeaHouse. This attraction is new tourism experience which combines a stunning 5.7 km. cable car journey with an impressive cultural themed village and easy access to the giant Buddha, the world's largest seated, outdoor bronze Buddha Statue Hong Kong Wetland Park a project designated by the government of HK Special Administrative Region. Asia World Expo is being built at the Hong Kong International Airport and is a world class exhibition and event venue offering over 70,000 square metres of space for trade fairs, conventions, concerts, sports and entertainment. Asia World Expo will be operational by the end of this year.