Therefore HKTB haspledged that it will make good use of the additional tourism funding proposed by the Financial Secretary. Out of the HK$500 million additional funding, HK$470 million will be used by the HKTB to implement the 2006 Discover Hong Kong Year campaign. It will also look to further develop the family and business traveller segments, including young executives; and strengthen the promotion of the Quality Tourism Services (QTS) scheme.

HKTB has stated that promotional activities for the Discover Hong Kong Year will start from the second half of the year. The HKTB has decided to stage this new international marketing campaign in 2006 because it represents a critical milestone in the history of Hong Kong’s tourism. With several new infrastructure projects, including Hong Kong Disneyland, Hong Kong Wetland Park and Tung Chung Cable Car coming on stream, 2006 presents a great opportunity for Hong Kong to take centre stage in the international publicity arena. The HKTB will package these new attractions with Hong Kong’s existing unique products to present an array of diverse, multi-dimensional offerings that satisfy visitors from different markets and segments.

The Discover Hong Kong Year campaign looks to capitalise on the strong interest in Asia and China in the global tourism market. In organising Discover Hong Kong Year, the HKTB’s major short-term objective is to drive incremental visitor arrivals and spending, making Hong Kong the hottest, “must-visit” destination on any Asia and China itinerary. As for the long term, the Board wants to reinforce Hong Kong’s leading position in the international travel market, making it a timeless, continuously rejuvenating destination.