The Hong Kong Tourism Board (HKTB) is implementing the 2006 Discover Hong Kong Year campaign to promote Hong Kong as it pledged to make good use of the additional funding proposed by the Financial Secretary of Hong Kong Henry Tang in his 2005-2006 government Budget.

When presenting his 2005-2006 budget speech, Tang said the government is working on strengthening the further development of Hong Kong's tourism industry. He proposed to earmark funding of 500 million Hong Kong dollars (64.1 million US dollars) to implement a series of tourism promotion measures.

According to HKTB Chairman Selina Chow, the Board will promote Hong Kong aggressively in the next two years, attract more arrivals and extend visitors' length of stay. It forecast that the 2006 Discover Hong Kong Year campaign would bring total arrivals in 2006 to a new record.

"We expect that total visitor arrivals will reach 27.14 million," she said. "At the same time, the total tourism expenditure will exceed the 100 billion HK dollars mark to reach 114.7 billion HK dollars," said she on March 17, the day after the announcement of the 2005-2006 government Budget.

The Board has decided to stage this new international marketing campaign in 2006. With several new infrastructure projects, including Hong Kong Disneyland, Hong Kong Wetland Park and Tung Chung Cable Car coming on stream, the year 2006 presents a golden opportunity for Hong Kong to take center stage in the international publicity arena.

HKTB Executive Director Clara Chong said the Board's promotion in the coming two years would take the tourism industry's performance in 2006 to new heights. "We expect that visitors arrivals and spending will increase by 16 percent and 17 percent respectively, creating more employment opportunities and an even greater economic contribution to Hong Kong."

New attractions will provide the travel trade with fresh impetus to package new and creative in itineraries. One example is packing the Wetland Park with other green tourism assets, such as the 70 walking trails, more than 260 islands and Hong Kong's unique pink dolphins.

Another is to market the new Tung Chung Cable Car with existing attractions in Lantau Island, such as the Giant Buddha and Po Lin Monastery to showcase the Hong Kong's 6000 years of culture and heritage.

In planning its strategic global promotions, the HKTB has identified the high-yield and high-growth family and business travelers, including young executives, as its key target segments.

Results of a survey done by the Board shows that 36 percent of overnight vacation visitors have young children, but that only 24 percent bring them along when visiting Hong Kong. These results indicate that the family segment has tremendous growth potential. To maximize this opportunity, the Board will target its Mega Event promotions at the family segment.

As for the business travel segment, about 3.41 million business travelers come to Hong Kong every year. Taking into account the needs of these visitors, the Board will provide them with comprehensive and suitable travel information. By encouraging them to participate in more leisure activities and bring their families, the Board aims to extend their stay and spending.

Research has shown that both long-hual and business visitors have a strong interest in traditional festivities. The Board will tailor its Mega Event promotions for these visitors. The two new Mega Events themed around Hong Kong's unique culture and heritage in 2006 should add further appeal in long-hual markets and Japan, the major sources of business travelers.

The Board will further strengthen its promotion of the Quality Tourism Services Scheme. This year, the Board aims to increase the number of accredited merchant outlets by 20 percent to 6,000. It will also examine the feasibility of extending the scheme to other tourism-related sectors.