ENG-2002 — Page 365

TRAVEL AND TOURISM

Events Tourism

One of the key strategies for further strengthening Hong Kong's position as a premier destination in Asia is to promote and facilitate the staging of major events to build a reputation as the 'Events Capital of Asia'.

The Hong Kong Tourism Board (HKTB) continued to spearhead the 'City of Life: Hong Kong is it!' tourism campaign, with support from government departments and the 18 District Councils. Five mega events were organised under the campaign, namely 'CLP Lights Up Hong Kong', '2002 Cathay Pacific International Chinese New Year Parade & Fiesta', 'Hong Kong Flower Extravaganza', 'HSBC Mega Hong Kong Sale' and 'Hong Kong WinterFest' which included the 'City of Life Street Carnival'. Other initiatives organised under the campaign in 2002 included the continuation of the 'Recommendation of the Month' programme to promote the district attractions and the 'Best of the Best Culinary Awards' to promote Hong Kong as a gourmet paradise.

During the year, Hong Kong hosted a number of events of international significance. These included the Hong Kong International Dragon Boat Races, the Hong Kong Sevens rugby tournament, the Hong Kong Marathon, and the Hong Kong International Races at Sha Tin Racecourse, all of which attracted strong overseas and local participation. On the cultural front, the annual Hong Kong Arts Festival and the Hong Kong International Film Festival proved ever popular, as did Chinese traditional events such as the Mid-Autumn Lantern Carnival. A variety of district activities were also held throughout Hong Kong including the district festivals, district arts and sports programmes, food festivals, festive lighting displays, and traditional rituals and parades such as the Bun Festival on Cheung Chau.

Tourism Friendliness

Visitor Signage and Tourist District Enhancement Improvements

The visitor signage improvement programme, which was introduced in Central and Stanley in 2001, is being extended to other tourist districts in phases, beginning with Wong Tai Sin, Sha Tin and Sai Kung in early 2002. The programme, covering all 18 districts, will be completed in 2003. The signs are intended to be eye-catching but in the rural districts green signage, which will blend in harmoniously with the natural environment, will be installed.

The district-based enhancement projects in Central and Western District, Sai Kung Waterfront and Lei Yue Mun are progressing well and will be completed in 2003. Enhancement works include repaving of streets, redesigning street-lighting and erecting directional and information signage. Improvement works for Stanley Waterfront and the Peak will be carried out in 2004.

The scope of the Tsim Sha Tsui Promenade Beautification Project was expanded to cover the site to be vacated by the relocation of the existing Public Transport Interchange outside the Tsim Sha Tsui Star Ferry Pier. The promenade stretching from the Cultural Centre Piazza to Tsim Sha Tsui East will be enhanced in respect of access, landscape, lighting and open space. When completed in phases from 2005 to 2009, it will offer a much better place for residents and visitors to enjoy views of Victoria Harbour. As an advance element, works will be undertaken on the 'Avenue of Stars' project in 2003.

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