HONG KONG – Leveraging on the World Expo 2010 Shanghai, which will be held in the Chinese city from May 1 to October 31, the Hong Kong Tourism Board (HKTB) is rolling out an extensive range of promotional activities. The HKTB said that through three major marketing approaches, it aims to attract global visitors heading for the Shanghai Expo – projected to reach about 70 million – to come to Hong Kong before or after their visits to the event. “The Shanghai Expo has provided a great opportunity for the HKTB to promote Hong Kong to visitors from all over the world. We have already devised three marketing approaches to ride on this international event. First, we will promote ‘Hong Kong Plus Shanghai’ itineraries in 6 key long-haul markets to encourage visits to Hong Kong. To date, a total of 18 tour operators have already launched more than 20 such itineraries,” HKTB chairman, James Tien, said. “In view of the fact that about 95 percent of the visitors to the Shanghai Expo will be Mainland residents, the HKTB will partner with the Government of the Hong Kong Special Administrative Region to organise a variety of publicity activities in June, which is themed ‘Connect to Hong Kong: Destination City’. Under this month-long promotion in Shanghai’s major commercial district, we will transform Huaihai Zong Road, Shanghai’s fashion landmark, into a ‘Hong Kong Street’, where we will widely publicise Hong Kong’s image as an ideal tourism destination,” Tien added. In addition to the above initiatives, the HKTB is joining hands with travel trade partners to launch extensive consumer promotions in Xintiandi of Shanghai for two consecutive weeks beginning June 1. As well as live performances by Hong Kong’s theme parks, the promotions will feature round-trip air tickets sponsored by Hong Kong Dragon Airlines Ltd. All visitors to the Hong Kong Pavilion and Hong Kong’s Urban Best Practices Area (UBPA) will also receive special sightseeing, shopping and dining offers from over 40 Hong Kong merchants during the Shanghai Expo period. “The HKTB will allocate approximately HK$8 million for the promotions in the Mainland and overseas markets. Out of this amount, HK$5 million will be funding from the Hong Kong SAR Government. We hope that these promotions will give a boost to Hong Kong’s tourism,” Tien said.