The Hong Kong Tourism Board (HKTB) started a program entitled 'My Hong Kong Family' on Sunday in an effort to promote the city as both a superb family holiday destination but also as attraction business visitors.

Local families were invited to design a visit route and provide a guide for overseas visitors to see around the city. The initiative is designed to assist visitors discover and experience Hong Kong's distinctive culture and lifestyle.

Officiating at the program's opening ceremony, HKTB Executive Director, Clara Chong, said the board is striving to extend the 'tourism footprint' to all corners of Hong Kong and bring more of the population into contact with visitors.

"We know that many visitors are not only interested in sightseeing, shopping and dining, but also experiencing the living culture and traditions of Hong Kong," the Director said.

"In organizing this program we aim to foster closer exchanges between local and overseas families and enable the visitors to rub shoulders with friendly locals, live within our culture and discover the unique, multi-faceted experiences of our city," she added.

Hong Kong has already identified family travelers as one of its key target markets when planning the 2006 'Discover Hong Kong Year' campaign and the opening of Hong Kong Disneyland last September adds significantly to the attraction for family groups.  

The HKTB anticipates that it can package its existing attractions such as Ocean Park, museums and hiking and heritage trails for family groups.

From March 20 to April 25 participants will be required to design a two-day travel itinerary and submit an essay and 1the 5 winning families will be selected to become 'Discover Hong Kong Year Family Ambassadors'.

(Xinhua News Agency March 20, 2006)