Following Hong Kong’s delisting by the World Health Organization (WHO) as an area with recent local transmission of Severe Acute Respiratory Syndrome (SARS), the first major comeback events will be launched in mid-July, followed by new waves of follow-up attractions running right through to March 2004 and backed by a global advertising campaign.
HKTB chairman Selina Chow said that in line with the community-wide revival efforts led by the Government’s Economic Relaunch Strategy Group, the HKTB’s comeback campaign has been structured into three key phases – Response, Reassurance and Recovery.
Under the banner "Hong Kong Welcomes You!," the HKTB’s recovery program will include:
• "Welcome Month" will be launched on July 13 to coincide with the Boao/WTO Tourism Forum and running until mid-September. During this period, early customers will be lured back with irresistible air and hotel offers, a series of special dining and shopping privileges when they arrive, and a lucky draw offering more than HK$10 million worth of prizes, which will also be opened to local residents to help stimulate domestic spending.
• "Welcome Day" in mid-August when leading trade and media representatives from all over the world will be invited to Hong Kong to enjoy a spectacular series of special, news-making events.
• Mega events and promotions running from mid-August until the end of March 2004. These events will highlight Hong Kong’s unique harbor, showcasing the city’s energy and vibrancy, and creating new excitement and experiences for visitors worldwide. They will also make full use of popular and well-established, colorful festive periods in Hong Kong, such as Mid-Autumn Festival, Christmas and Chinese New Year. With a new event being added each month, travel agents will have a sustained supply of must-see attractions to arouse customers’ desire to visit Hong Kong.
Supporting these various initiatives and adding further appeal to the destination will be a series of world-class sporting and cultural events being brought to Hong Kong in the coming months by the government and the private sector.