Great Outdoors Hong Kong!
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- Elisabeth Parsons
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1 Great Outdoors Hong Kong! World Trail Conference November
2 Hong Kong CHINA Hong Kong Located at the mouth of Pearl River Delta A total area of 1,104 km 2 Hong Kong Island The Kowloon Peninsula New Territories 262 outlying islands. Population: 7M 2
3 How to Get to Hong Kong Recognized as the transportation hub of Asia and gateway to (Southern) China Hong Kong International Airport 4 th busiest international passenger airport Handle 750 aircraft movements for 90 airlines daily Reaching 150 destinations around the world Extensive linkages with Southern China by sea and land transportation (railways, buses and ferries) 3
4 Urban Development VS Rural Setting Being a cosmopolitan city with its size and population, Hong Kong is remarkably green More than 70% of its land mass is rural area Protection under Country Park Ordinance All within easy reach of urban area City Gardens & Parks Beaches Hiking Trails Outlying Islands 24 Country Parks 4
5 Hong Kong as a Preferred Travel Destination Total Arrivals In 2009: 29.6 million China accounted for 61% of the total arrivals (vs 57% in 2008) Top 10 source markets shared 87% of total arrivals 18,000 16,000 14,000 12,000 ( 000) 17,957 Source : Immigration Department 10,000 8, % 6, % 4,000 2, , % 1,204 1,070 NA +10.2% % Taiwan Mainland China Japan USA Macau Singapore Australia South Korea Philippines United Kingdom 5
6 Hong Kong: Tourism Strengths Major activities during the stay in Hong Kong: Shopping Sightseeing & Entertainment Food & Beverage 6
7 Hong Kong: Calendar of Events Apr - May Jul - Aug Sep - Oct Nov Dec Jan Feb Traditional Festivals HK Summer Spectacular Halloween Treats Wine & Dine Month Hong Kong WinterFest Chinese New Year Celebrations Anchor Festivals and Events - Bun Festival - Birthday of Tam Kung / Tin Hau - Lord of Buddha s birthday - Dragon Boat Festival - Halloween - Wine & Dine Festival - Great Outdoors Hong Kong - New Year Countdown - Chinese New Year Parade - Chinese New Year Carnival 7
8 Hong Kong: Green Products 8 Accessibility: easy reach within an hour from urban area; Diversity: 1,000 animal species, including over 240 species of butterflies, 115 species of dragonflies, 160 species of freshwater fish, 100 species of amphibians and reptiles, 490 species of birds, 50 species of mammals Inventory: Hong Kong National Geopark Hong Kong Wetland Park Country Parks & Hiking Trails Marine Parks Activities: from mountaineering and paragliding, to golfing and fishing.
9 Great Outdoors Hong Kong! Hong Kong is a rare combination of world-class metropolis and nature getaway. Rural areas comprise 70% of Hong Kong's approximately 1,000 square kilometres. The renowned features of these areas include spectacular mountain ranges, country parks, a dynamic coastline, as well as a diverse collection of islands. HKTB initiated the Great Outdoors Hong Kong! as a campaign to promote and entice visitor to explore her lovely countryside 9
10 Hong Kong National Geopark National / International Recognitions National Geopark (Nov 2009) UNESCO Global Network of National Geoparks (2010/2011) Made up of 8 Geo-Areas distributed across the Sai Kung and Northeast New Territories Accessibility by Visitors Some of the sites can be accessible by public transportation Visitors are currently recommended to join commercial tour to visit the geopark 10
11 Country Parks & Hiking Trails Country Parks 24 country parks across the territories Hiking Trails 4 Long Trails MacLehose Trail (100km) Wilson Trail (78km) Lantau Trail (70km) Hong Kong Trail (50km) About 100 hiking trails with different levels of difficulty and themes, e.g. Family Walk Nature Trail Country Trail Themed Route 11
12 MacLehose Trail (100 Km) The longest hiking trail in Hong Kong Starting from Sai Kung Peninsula in the east to Tuen Mun in the west 10 hiking sections covering 8 Country Parks Route for annual Oxfam Trailwalker Landmark & Highlights Hong Kong Geopark s hexagonal columns Panoramic view of Kowloon and the New Territories Tour an old military site The highest peak of Hong Kong 12
13 Wilson Trail (78Km) Hong Kong second longest cross-country hiking route extends south to north right across the territory 10 hiking sections covering 8 Country Parks in Hong Kong Island, Kowloon and the New Territories Landmark and highlights Tai Tam Reservoir Repulse Bay Deep Water Bay Kowloon peninsular, Sai Kung and Clear Water Bay peninsular Kowloon Reservoir Shing Mun Reservoir Tai Mo Shan 13
14 An Orbit hiking trail starts and finishes at Mui Wo Divided into 12 stages Lantau Trail (70Km) Landmark and highlights Sunset Peak Sunrise at Lantau Peak Po Lin Monastery Wisdom Path Giant Buddha on Nei Lak Shan Tai O sunset Shek Pik Reservoir 14
15 Hong Kong Trail (50Km) 50km hiking trail divided into 8 stages in Hong Kong Island from west to east Easily reach from city downtown Starting from Victoria Gap in the west to Big Wave Bay in the southwest 15 Landmark and highlights Pok Fu Lam Reservoir Tai Tam Reservoir Aberdeen Reservoir 180-degree panorama of Victoria Harbour Dragon s Back Shek O Big Wave Bay
16 Hiking Information Agriculture, Fisheries and Conservation Department (AFCD) Hyperlinks for useful information on internet Weather updates Mobile coverage Notice for hikers Nature publication by AFCD Countryside maps HKTB s 16
17 Facilities on Trails Facilities for visitors along hiking trails Map at Entrance Display Panels for Key Features Directional Signage Distance Post Toilet Pavilion Rest Area e.g. picnic site, BBQ site Emergency Phone 17
18 Day 1 Arrival Preparation for hiking Enjoy authentic cuisines Suggested Itinerary Day 2 Explore the hiking fun at MacLehose Trail Savor the seafood in Sai Kung Day 3 Enjoy natural beauty at Lantau Trail Experience the nightlife at Lan Kwai Fong Day 4 Last glance of breathtaking view of Hong Kong harbour at the Peak Circle Walk Shop before departure Depart HK 18
19 Marketing Strategy Marketing Strategy Market Hong Kong as a hiking friendly destination with great variety of hiking opportunity with an annual hiking festival highlighting the outdoor seasons in Hong Kong Market Segmentation Average Visitors Green Lovers/ Experience Seekers Serious Hikers D.I.Y. Hiking Guide Docent Tour Commercial Tours 19
20 Tactics (1) Brand Building Build Great Outdoors Hong Kong! as a marketing platform to promote green tourism via different communication channels Communications Publications / Website Guide book in English, Traditional & Simplified Chinese versions for distribution at Visitor Centres Soft copy uploaded to webpage for the event Media Fam Invite media partners to experience green tourism products in Hong Kong 20
21 Tactics (2) Trade Education Invite overseas trade partners to experience green tourism products in Hong Kong and subsequently develop package tailor made for their market Annual Festival Stage an annual event to launch the seasons and build awareness through media coverage and mass participation 21 Outdoor Season Promote outdoor season (October March) in Hong Kong featuring the best season, with average temperature between18-22 C, for outdoor activities in Hong Kong
22 Tactics (3) Leverage on the strength and resources of strategic partners to build maximum impact: Agriculture, Fisheries and Conservation Department Provide facilities and useful information to visitors Protect and manage the fauna and flora at country parks and marine parks Promote green attractions / facilities to general public Non-government Organization Provide supplementary support to visitors Friends of Country Parks / HK Discovery, etc 22 Commercial Tour Operators Provide commercial tours to visitors Splendid Tour & Travel Ltd Walk Hong Kong Ltd Traway Travel Ltd, etc
23 Tactics (4) A Hiking Festival: Capitalize on the green tourism inventory, leverage on the support of strategic partners, organize an annual hiking festival to highlight Hong Kong as a hiking friendly destination. Objectives: Attract green lovers through promoting the unique hiking experience in HK; Generate media coverage on hiking in HK; Build HK s image as a hiking friendly destination; and Support the outdoor season (October to March) with a bundle of activities. 23
24 Success in 2009 Positive feedbacks from visitors and locals Encouraging participation for both visitors and locals 24
25 2010 Great Outdoors Hong Kong! Strategy: Leverage on success of Great Outdoors Hong Kong! last year; Bundle the hiking activities organized by AFCD; Create a month long hiking event with a launch event and sustaining program until Mar 2011 Target markets S China, Taiwan (Young) Japan, Korea (Achievers and Seniors) Long Haul: In-town FITs Campaign period: Sundays: 7 November 5 December 2010 Venue: MacLehose Trail 25
26 Core Elements Promote hiking along MacLehose Trail to visit one of Hong Kong's most popular hiking trails and the renowned geological feature, the hexagonal columns, at High Island Reservoir s East Dam. Work with AFCD to organize guided hiking activities on Sundays from 7 November to 5 December walks along Stage 1 & 2 of MacLehose Trail will be arranged in view of the popularity of the route and the opportunity to appreciate the hexagonal columns of HK National Geopark enroute. 26
27 Guided Hiking Activities Date Route Time Grade 7 Nov MacLehose Trail Stage 1 & 2: Pak Tam Chung to Pak Tam Au 14 Nov MacLehose Trail Stage 4: Kei Ling Ha to Tale s Caim 21 Nov MacLehose Trail Stage 1 & 2: Pak Tam Chung to Pak Tam Au 28 Nov MacLehose Trail Stage 5 & 6: Tale s Caim to Shing Mun 5 Dec MacLehose Trail Stage 1 & 2: Pak Tam Chung to Pak Tam Au ~ 8hrs ** ~ 5hrs *** ~ 8hrs ** ~ 4.5hrs ** ~ 8hrs ** 27
28 Visitor Participation Target Participants years old, with hiking experience Bona fide visitors only. Booking outlets Advance booking at HKTB Visitor Centres: The Peak; Tsim Sha Tsui; Airport; and Lo Wu. Deadline for booking: 2 days before each activity. Estimated participation: ~100 pax per day. 28
29 Local Participation Objective Encourage local hikers to join the activity and share with visitors their hiking experience. Registration On-site registration; Souvenir for participants; First-come-first-served. Capacity: 1000 pax per day. 29
30 Visitors Experience Enhancement Souvenir for all participants Souvenirs will be presented to all participants who joined the hiking activities to encourage participation. 30
31 Destination Promotions Great Outdoors Hong Kong! Booklet A dedicated section for Hong Kong National Geopark; Introduce the features and attractions in the vicinity of different hiking trails and islands in Hong Kong; Promote complimentary guided activities and commercial tours on hiking and nature appreciation; Distribute the guidebook to visitors at Ports of Entry, HKTB Visitor Centres and hotels during the outdoor season. Web Promotion Create web pages on the popular hiking trails and green attractions and hyperlink to relevant websites. 31
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