More than 300 leading members of the travel industry and influential media from 21 key markets around the world experienced an entirely new perspective on Hong Kong when they attended Hong Kong Salutes The World last 23-26 June. The four-day mega familiarization program, one of the biggest-ever organized by the Hong Kong Tourism Board (HKTB), with full support from all sectors of the travel industry, was designed to offer an in-depth introduction to Hong Kong's new and existing tourism attractions, and highlight the amazing diversity of experiences available in the city.
Hong Kong Salutes The World represented the collaborative efforts of the local travel industry to market the city, as airlines, hotels and attractions pulled together to make the program a reality. Devised around the "Moments of Discovery" theme, it included a harbour cruise, visits to the new Hong Kong Wetland Park, Lantau Island and Hong Kong Disneyland, as well as the 2006 Hong Kong Shopping Festival launch ceremony, and the pyro-enhanced nightly multimedia show A Symphony of Lights.
The itinerary, which combined Hong Kong's latest tourism additions with the city's all-time favorites, was designed to enable the top-level travel executives to leverage more effectively on the current 2006 Discover Hong Kong Year campaign, so they can package the city's new attractions and events, and bring an even wider range of experiences to their clients. It also showcased fresh angles on the city to media guests, whose coverage will help spread the message about the new and lesser-known Hong Kong to readers in their home markets.
Following their intensive three-day visit, many guests expressed their astonishment at the extraordinary variety that Hong Kong has to offer, which they said would be highly appealing to visitors from their respective markets. One trade visitor from Canada said: "The program left me with a personal sense of what a wonderful destination Hong Kong is, and what it offers to the world. I can't think of a better way to have experienced Hong Kong for the first time."
A post-event editorial in Australia's Travel Weekly also commented: "When it comes to tourism boards, it's fair to say they don't come much slicker than the HKTB," adding that the Board "punches above its weight and can be commended on its work with wholesalers and airlines".
Hong Kong Salutes the World formed a key element of the HKTB's 2006 Discover Hong Kong Year campaign. Following the familiarization program, the Board has already planned a range of trade and media events to sustain the campaign's momentum during this milestone year for Hong Kong's tourism industry.