Spotlight

Hong Kong promotes its 'Culinary Capital' image

The Hong Kong Tourism Board's (HKTB) new global marketing platform 'Hong Kong Food & Wine Year' that will run between April 2009 and March 2010 will reinforce the city's image as one of the world's culinary capitals. For this it has collaborated with major catering associations, approximately 2,000 restaurants, popular tourist attractions and famous dining districts, as well as more than 25 renowned local gourmets.

According to HKTB chairman, James Tien, "Hong Kong has long been famous for its culinary strength. Leveraging on the government's exemption of wine duty, which enables visitors to enjoy a wide selection of wine at attractive prices, the HKTB has decided to launch this new marketing platform. For the coming 12 months, we hope that by stimulating visitors' consumption, especially during the current economic downturn, we can create greater business opportunities for our catering sector, and in the longer term, strengthen Hong Kong's image as a wine and dine hub and our city's destination appeal."

James Tien, chairman of HKTB and Yvonne Choi, permanent secretary for commerce & economic development (commerce, industry and tourism) (in the centre) together with representatives of major catering associations and renowned local gourmets who have lent their support to the promotion of Hong Kong Food and Wine Year

Several renowned gourmets including chef Jacky Yu, connoisseur Lau Chi-sun and Nelson Chow, as well as artiste Annie Liu, have lent their support to the promotion of this campaign. Throughout the stipulated year, HKTB will inject elements of food and wine into its promotions both locally and in visitor source markets. Through its dedicated Hong Kong Food & Wine Year website, HKTB will present to visitors wide-ranging information on the selection of food and wine in Hong Kong, as well as fabulous offers from the local catering industry. During the first phase (April to June), more than 1,000 local restaurants will take the lead to offer special privileges, which include complimentary dishes and drinks, buy-one, get-one free and 50 per cent discount offers.

In promoting Hong Kong's dining experience, the HKTB will employ creative angles, such as pairing wine with Chinese cuisine. At the end of this year, the HKTB will organise a new mega event 'Hong Kong Wine & Dine Festival', followed by Wine and Dine Carnivals in co-operation with famous dining districts to showcase Hong Kong's dining, drinking and entertainment offers. To tie in with the promotions, local travel agencies will also introduce tours that combine sightseeing and dining. As for overseas publicity, the HKTB will invite local and international gourmets to promote Hong Kong's food and wine through PR activities, and co-operate with the travel trade in various source markets to launch package tours and itineraries themed on Hong Kong cuisine, including 'Celebrity Gourmet Tour'. Furthermore, the HKTB will introduce to overseas consumers and visitors Hong Kong's taste through road shows and trade fairs.

It has already kicked-off a series of overseas promotion. In May, HKTB invited Alvin Leung, Chef of Bo Innovation, a Michelin two-star restaurant in Hong Kong, to demonstrate his molecular gastronomic skills in the US. Besides the US event, HKTB also organised a promotional event in Canada in May.