TRAVEL AND TOURISM
298
a series of large-scale familiarisation programmes. More than 3 000 travel trade and media guests visited Hong Kong between July and December. In July, the HKTA hosted 140 travel agents and 99 media guests from Japan, while in August a group of 373 UK tour operators, media representatives and VIPs - as well as some 100 agents from the USA — visited Hong Kong. September saw a group of 50 travel agents and 10 members of the media from Korea, while more than 2 000 travel agents and media guests from 22 countries came in December. All these large-scale programmes featured a comprehensive presentation about Hong Kong, including product updates, messages from the HKSAR government, an update on Hong Kong hotels, an introduction to the new airport at Chek Lap Kok, and sightseeing programmes.
The association joined forces with celebrities from Hong Kong and around the world (including cellist Yo Yo Ma, TV personality Agnes Chan and chef Wolfgang Puck) to make endorsement videos spreading the message that Hong Kong was as dynamic and vibrant as ever and encouraging people to come and see for themselves. A winter promotion began in December to attract more visitors during this 'low' season. Special discounts in retail outlets and bonuses for visitors were part of the promotion.
The '100 Days of Wonders' Promotion
The largest of the HKTA's post-reunification promotions in 1997 was the 100 Days of Wonders campaign, which began on July 1 and ran until October 8. It was organised to boost arrivals in the traditional low season and reduce the 'wait-and-see' period of potential tourists. As part of the promotion, visitors coming to Hong Kong during this period each received a Rewards Book on arrival. This contained details of special offers and value-added bonuses available at a wide range of retail outlets, restaurants and attractions. Special events were held, one of the largest being the Hong Kong Asian MusicFest '97 from August 16 to 18 at the East Tamar site in Central. Celebrities from around the region and the world took part nightly in a spectacular concert, music video broadcast and fashion show. The three-day event attracted about 28 000 spectators, about 10 per cent of whom were from overseas. The HKTA also hosted 23 international media organisations from eight countries to cover the MusicFest. Results were exceptional in both print and electronic media and put Hong Kong firmly on the map as a cosmopolitan city and the 'Canto-pop' hub of Asia.
The Events Capital of Asia
Throughout 1997, the HKTA organised a series of new and established events to promote Hong Kong as a year-round travel destination and to highlight its unique blend of East and West. The extensive range of top-quality events added to Hong Kong's reputation as the Events Capital of Asia.
In particular, the HKTA organised the second Hong Kong Chinese New Year Parade on the first day of the Year of the Ox, and the complementary three-day Health and Fortune Expo at the beginning of the Lunar New Year. In March, in conjunction with the Hong Kong Food Festival, the Culinary Awards competition was judged by 41 international gourmets, food-writers and chefs from around the world.
In June, Hong Kong hosted the 2nd World Dragon Boat Racing Championships which, including Hong Kong, attracted 18 teams of some 1 100 people from around
Page 390Page 391