ENG-2003 — Page 373

TRAVEL AND TOURISM

guests coming from around the world to attend a series of events, including the launch of the Strato-Fantasia multimedia show on the Wan Chai waterfront. These activities generated positive international publicity.

Phase 2 began in mid-September with the launch of a new global advertising campaign on the theme Hong Kong - Live it, Love it! The campaign is designed to broaden and revitalise Hong Kong's image by showing the depth and diversity of attractions that the city offers beyond its reputation for shopping and dining. The campaign was rolled out across 16 key markets world-wide, spearheaded by a television commercial featuring international film star Jackie Chan, Hong Kong's official Tourism Ambassador. The HKTB also staged a series of themed mega events, including the Mid-Autumn Lantern Celebration, the Hong Kong International Musical Fireworks Competition and the Hong Kong Winter Fest during the second half of 2003. A number of special initiatives were taken in response to the launching by the Mainland authorities of the Individual Visit Scheme for visitors from designated Mainland cities. These included briefings for the travel trade in these cities and joint promotions with travel agents and local media. The HKTB also encouraged local tour operators to develop new itineraries targeted at individual travellers. It also stepped up its 'Meet and Greet' services and distribution of visitor information at border points.

Convention and Exhibition Travel

To attract leading international events, the HKTB

the HKTB continues to provide comprehensive support services to organisations planning to stage major events in the city.

Although a number of conventions and exhibitions in the second quarter of 2003 were postponed due to the SARS outbreak, many were simply rescheduled to later in 2003 or 2004. So far, more than 120 international conferences and exhibitions have been scheduled between 2004 and 2010.

Hong Kong is an ideal meeting point for companies wishing to do international business with companies from the Mainland. Continued growth is anticipated in this high-yield sector with China's accession to the World Trade Organisation and Hong Kong's trading advantages under the Mainland/Hong Kong Closer Economic Partnership Arrangement. The opening of the new AsiaWorld-Expo exhibition centre at the airport in 2006 will strengthen Hong Kong's attractiveness to host major events.

Cruise Travel

Hong Kong is becoming an increasingly popular centre for cruise travel. Several cruise liners are home based and provide the opportunity for the HKTB and its trade partners to market Hong Kong as a fly-cruise centre, while many international cruise liners make annual stopovers in Hong Kong.

Following the recommendations of a cruise marketing study conducted in 2002, a joint public and private sector Cruise Forum was convened to share market intelligence, expand cooperation between the various parties and promote Hong Kong as a cruise destination. In early 2003, Hong Kong hosted a visit by 27 leading international cruise executives to view the city's cruise facilities, discuss cooperation with local partners and meet government officials.

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