Replies to initial written questions raised by Finance Committee Members in examining the Estimates of Expenditure 2012-13 Director of Bureau : Secretary for Commerce and Economic Development Session No. 12 File name : cedb(cit)- doc

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	Examination of Estimates of Expenditure 2012-13					Reply Serial No.
	CONTROLLING OFFICER’S REPLY TO INITIAL WRITTEN QUESTION					CEDB(CIT)114
						Question Serial No.
						2154

Head :		152 Government Secretariat: Commerce and Economic Development Bureau (Commerce, Industry and Tourism Branch)			Subhead (No. & title) :

Programme :			(7) Subvention: Hong Kong Tourism Board

Controlling Officer :				Permanent Secretary for Commerce and Economic Development (Commerce, Industry and Tourism)

Director of Bureau :				Secretary for Commerce and Economic Development

Question :
Regarding the ten key promotional campaigns to be adopted by the Hong Kong Tourism board (HKTB) in the new financial year 2012-13, what is the amount of public money to be spent on and the number of visitors forecast for each campaign? (Please provide the information requested in table form.)
Asked by : Hon. TSE Wai-chun, Paul
Reply :
The Hong Kong Tourism Board (HKTB)’s large scale events, which feature a variety of tourism elements, not only help enrich visitors’ experience, but also attract international media coverage and draw the global spotlight to Hong Kong, thereby publicising the tourism brand of Hong Kong in the long run. In addition, these large scale events serve as business platforms for the tourism and related sectors to develop or package their offers, products and itineraries during different times of the year. From experience, any large scale events need to be nurtured by long-term promotion and reputation building before it can effectively raise awareness among visitors and attract their participation.
In 2012-13, the HKTB will roll out ten major campaigns throughout the year featuring a diverse portfolio of events. The estimated expenditure and projected patronage of these 10 campaigns are as follows:

Campaign (Tentative Dates)	Estimated Expenditure ^{Note 1}(HK$ million)	Projected Number of Participants ^{Note 2}
Hong Kong Cultural Celebrations (13 to 29 April)	3.7	This campaign encourages visitors to experience our festive culture in different districts. As activities will span across different locations, it is difficult to project the number of participants.
Hong Kong Summer Spectacular (22 June to 31 August) (including the Hong Kong Dragon Boat Carnival – Hong Kong International Dragon Boat Races and the 8^th Club Crew World Championships)	21.7	The six-day Hong Kong Dragon Boat Carnival to be held in East Tsim Sha Tsui is expected to draw about 230 000 participants. Based on previous statistics collected on-site by the HKTB, it is projected that around 20% to 25% will be tourists. For the overall campaign period, as activities will span across different locations, it is difficult to project the number of participants.
Hong Kong Mid-Autumn Festival (27 September to 2 October) (including the Lantern Wonderland)	3.6	The six-day Lantern Wonderland to be held in Victoria Park is expected to draw some 400 000 participants. Based on previous statistics collected on-site by the HKTB, it is projected that around 10% will be tourists. For the overall campaign period, as activities will span across different locations, it is difficult to project the number of participants.
Hong Kong Halloween Treats (15 September to 31 October)	2.1	This campaign encourages visitors to take part in activities in different districts. As activities will span across different locations, it is difficult to project the number of participants.
Hong Kong Wine and Dine Month (1 to 30 November) (including the Hong Kong Wine and Dine Festival)	8.7	The four-day Hong Kong Wine and Dine Festival to be held in West Kowloon Waterfront Promenade is expected to draw about 170 000 participants. Based on previous statistics collected on-site by the HKTB, it is projected that over 10% will be tourists. For the overall campaign period, as activities will span across different locations, it is difficult to project the number of participants.
Great Outdoors Hong Kong (mid-November to mid-December)	2.0	This campaign encourages visitors to take part in activities in different districts. As activities will span across different locations, it is difficult to project the number of participants.
Hong Kong WinterFest (23 November to 1 January) (including the New Year Countdown Celebrations)	19.3	The New Year Countdown Celebrations is expected to draw about 400 000 participants. As spectators will be scattered on both sides of the Victoria Harbour waterfront, it is difficult to estimate the tourist-spectator ratio. For the overall campaign period, as activities will span across different locations, it is difficult to project the number of participants.
Hong Kong Chinese New Year Celebrations (4 to 24 February 2013) (including the International Chinese New Year Night Parade)	16.0	The International Chinese New Year Parade to be held in Tsim Sha Tsui is expected to draw around 100 000 to 120 000 participants. Based on previous statistics collected on-site by the HKTB, it is projected that around 50% to 55% will be tourists. For the overall campaign period, as activities will span across different locations, it is difficult to project the number of participants.
Sports (February to April)	28.6	It is difficult to project the number of participants for promotional events and activities organised by other organisations.
Arts and Entertainment (February to May)
Third-party events: To promote activities staged by different organisations; and to launch promotion targeting different visitor segments to complement the above campaigns, e.g. to launch promotional activities targeting the family segment for the Hong Kong Summer Spectacular campaign period.
Total	105.7

Note 1: The amount is earmarked by the HKTB out of its total marketing budget in 2012-13 for organising and promoting the campaigns.

Note 2: As details of the large scale events, including their key elements, format and duration, are yet to be finalised, the participant numbers are only preliminary projections.

Signature

Name in block letters	Andrew HY WONG

Post Title	Permanent Secretary for Commerce and Economic Development (Commerce, Industry and Tourism)

Date	29.2.2012

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Replies to initial written questions raised by Finance Committee Members in examining the Estimates of Expenditure 2012-13 Director of Bureau : Secretary for Commerce and Economic Development Session No. 12 File name : cedb(cit)- doc

Examination of Estimates of Expenditure 2012-13