Session No. 5 File name : cedb(cit)- doc
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- Examination of Estimates of Expenditure 2010-11
Question : One of the matters requiring special attention about the Hong Kong Tourism Board (HKTB) in 2010-11 is to “solicit global TV networks to produce lifestyle TV programmes featuring Hong Kong to maximize exposure of Hong Kong”. Which and how many “global TV networks” would HKTB invite to produce TV programme? What is the expenditure on this item? Asked by : Hon. TSE Wai-chun, Paul Reply : In 2010-11, the Hong Kong Tourism Board (HKTB) will invite global TV networks such as AXN, Discovery Channel, National Geographic, CNBC, BBC World, Travel Channel and Global TV, to come to Hong Kong to cover the diverse tourism appeal of the city. Through either news coverage or special features, the TV networks can report on Hong Kong’s attractions, Chinese and Western festivals, mega events, major sports and cultural events, as well as our countryside. The HKTB will also discuss with them co-producing travelogues of Hong Kong. Depending on the mode of co-operation with these networks, the HKTB will provide financial assistance to the crew in respect of air tickets and hotel accommodation, as well as ground expenses, such as transportation and meals, or to share part of the production cost. To minimise the level of assistance, the HKTB will actively liaise with local hotels, airlines, attractions and other travel trade partners to sponsor or support the crew during their stay in Hong Kong. In 2010-11, the total estimated expenditure for receiving international media (including different kinds of print and electronic media) in Hong Kong to produce news features and for co-production of travelogues is $7.2 million. As inviting TV networks to come to Hong Kong is a year-round effort, and it is uncertain at this stage how many TV networks will accept the invitations, there is no separate breakdown in this respect.
Question : Apart from the International Dragon Boat Festival, how will the Government promote other festive events under the theme of “Festive Hong Kong 2010”? What does “unique Hong Kong living culture” refer to? What is the estimated expenditure and manpower required for such promotional activities? In addition, how will “Festive Hong Kong 2010” highlight the unique Hong Kong living culture? How will the Government assess the effectiveness of such promotional activities? Asked by : Hon. TSE Wai-chun, Paul Reply : In Festive Hong Kong, there will be six promotional periods, namely the Chinese New Year Celebrations in January and February, the Cultural Celebrations in May (including the Cheung Chau Bun Festival and celebrations for the birthdays of Tam Kung, Tin Hau and Buddha); the Hong Kong Summer Spectacular from June to August (including the Dragon Boat Festival); the Halloween Treats in September and October (including the Mid-Autumn Festival); the Wine and Dine Month in November; and the Hong Kong WinterFest in December. The Hong Kong Tourism Board (HKTB) will launch a series of promotions targeted at consumers in Hong Kong and source markets in various formats and in different channels. Examples include:
The above promotions aim at raising visitors’ knowledge of and interest in the festivals and celebrations of Hong Kong, and encourage them to come and experience the festivities. The projected expenditure on Festive Hong Kong promotions in both Hong Kong and the source markets, including the staging and promoting related activities, is estimated at HK$240 million in 2010-11. Hong Kong’s fusion of the East and the West and the contrast between the new and the old, as well as its plethora of festivals and cultural celebrations, reflect the city’s history and the colourful lifestyle of its people. All of these hold unique appeal to visitors in the Asian region and around the world. The six promotional periods in Festive Hong Kong mentioned above will showcase our diverse and unique living culture. The HKTB has set clear performance indicators for measuring the effectiveness of the programmes under Festive Hong Kong. For example, these include visitors’ awareness of the events, their overall satisfaction with Hong Kong, the publicity value of the promotions, and the support and participation of the travel trade in the activities, etc. The HKTB will evaluate each event after completion and strive for even better use of resources with the experience gained.
Directory: citb -> doc doc -> 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 Download 4.7 Mb. Share with your friends:
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