‘Total Visitor Experience’ at the HK Shopping Fest

HONG KONG – Over 200 shopping and dining outlets, and as much as 50 percent discount await “shopaholics” in the biggest shopping event mounted by the Hong Kong Tourism Board (HKTB). The “2004 Hong Kong Shopping Festival,” which was launched recently (June 26) and will end on Aug. 31, is expected to attract 4 million tourists or a growth of 20 percent from last year’s figures.

The Hong Kong Shopping Festival will especially encourage visitors to participate in more night-time shopping, dining and entertainment activities. The event would not only attract a wide range of visitors but would also encourage additional spending and thus make a significant contribution to the tourism and related sectors.

HKTB Executive Director Clara Chong said that "The Festival will extend beyond the delights of shopping to include dining, entertainment and celebrations that promise an unforgettable ‘total experience’ to visitors."

"Coupled with a wide range of special privilege offers and Hong Kong’s renowned quality service standards, the Shopping Festival capitalizes on our destination’s diversity, and its huge choice of shopping and dining options to showcase the City’s hospitality," she added.

To create a fun-filled, citywide "shopping spree" atmosphere, the HKTB encouraged local retailers and restaurants to take an active part in the Shopping Festival. Shopping and dining will be made especially convenient as many outlets will be promoted as part of "shopping clusters" and popular food districts frequented by visitors. At the same time, outlets located beyond these clusters and districts will also have many opportunities to capitalize on the additional business potential generated by the Festival.

Various trade organizations created theme activities and special programs that will complement the Festival’s four major shopping themes, namely: Fashion and Beauty; Jewellery and Watches; Consumer Electronics; and Chinese Traditions.

Hong Kong’s food and beverage sector is showing equally strong support. Bars and restaurants in nine popular food districts, including Lan Kwai Fong, the SoHo area, Stanley, Knutsford Terrace, Canton Road and Hillwood Road will be taking turns in staging their own food festivals during the event. Many dining outlets will also be offering special visitor menus.

Adding to the party atmosphere, a multimedia water theater show called "Aqua Fantasia" will be staged nightly in Tsim Sha Tsui, while the newly-opened Avenue of Stars will serve as the perfect viewing point for another multimedia show called "A Symphony of Lights" held nightly over the Victoria Harbour.

The highlight of the event is the "2004 Shopper of the Year" contest which will be participated by Australia, Canada, Italy, United Kingdom, United States, South Korea, Japan, Mainland China, Taiwan, India, Indonesia, Malaysia, Singapore, Thailand and the Philippines. The final shopping challenge will be held on July 20 and 21.

HKTB will also promote the many other regular and special activities taking place during the Festival period, including Ocean Park’s Big Splash Summer, the Hong Kong Book Fair, Food Expo and the worldwide hit musical "Mamma Mia!" currently being staged at the Hong Kong Cultural Centre.

Fabulous prizes worth more than HK$2 million are also at stake in the "Lucky Draw" wherein shoppers may earn one entry coupon for every HK$300 or more worth of a single stamped receipt at participating merchants.