CEBU, Philippines - Set to take place on the first evening of the Chinese New Year (14 February), the Cathay Pacific International Chinese New Year Night Parade organized by the Hong Kong Tourism Board (HKTB) will follow a new route in Tsim Sha Tsui this year. As the premiere event of Festive Hong Kong 2010, the spectacle will offer visitors and residents the opportunity of experiencing some of the world’s most unique festivals and Hong Kong’s cultural fusion. To encourage visitors to come join the celebrations during this peak travel season, the HKTB is stepping up its promotional effort in the source markets. It is also encouraging the local businesses to seize the opportunity by remaining open or extending their hours on the night of the Parade.
HKTB Chairman Mr James Tien said: “Hong Kong enjoys a global reputation for its vibrant Chinese New Year celebrations, which give the perfect setting for rolling out our annual marketing platform Festive Hong Kong 2010, when we will show to the world the excitement that awaits our visitors.
“As the global economy begins to show signs of recovery and the Chinese New Year holiday is traditionally a peak travel season for visitors from the Mainland and other short-haul markets, our promotional budget for the source markets will be doubled to more than HK$15 million, of which 45% will be invested in the Mainland,” Mr Tien continued. “Working in co-operation with industry partners in various markets, we will promote tour packages themed on Chinese New Year. Our provisional projection is that the visitor arrivals during the Chinese New Year holiday will increase by about 10% over the same period of last year.”
For the 12th consecutive year, Cathay Pacific Airways is the title sponsor of the Parade. Mr Tony Tyler, Chief Executive of Cathay Pacific Airways said, “Cathay Pacific is proud to once again have its name attached to the International Chinese New Year Night Parade. As Hong Kong’s home airline, Cathay Pacific is committed to staging events that help make our city an even more vibrant place to be. What’s great about this spectacular parade is the way it brings together tens of thousands of local people and tourists to celebrate one of the most important times in the Chinese calendar.”
Festive and Interactive Elements to Encourage Active Participation
Using Festive Hong Kong 2010 as the theme, this year’s Chinese New Year Parade will comprise of four major segments: spring, summer, autumn and winter. Through a variety of performances, it will showcase Hong Kong’s fusion of Chinese and Western festivities. Lining the parade route will be giant decorations symbolizing a number of important festivals in Hong Kong, such as the Chinese bun for Cheung Chau Bun Festival, Santa for Christmas and pumpkins for Halloween. The HKTB will also arrange for motivators to perform, play interactive games and hand out small gifts to spectators, so that each participant along the parade route can totally soak in the festive atmosphere.
Forty Performing Troupes to Debut on the New Route
The HKTB has adopted the suggestions for a new parade route from the travel industry. For the first time, the procession will enter Nathan Road. As well as a novel experience, visitors and residents can enjoy the Parade conveniently. For the third consecutive year, American Express International, Inc. is the sponsor of the parade route.
This year, the first day of the Lunar New Year coincides with Valentine’s Day. The HKTB is encouraging local businesses, especially large-scale shopping centres and restaurants, along the parade route to stay open or extend their hours into the night, so that visitors and residents can also shop and dine before or after the Parade.
The 15th staging of the Chinese New Year Parade will feature a strong line-up, with a total of 40 performing groups from 14 countries and regions, including 14 elaborately decorated floats, 13 international and 13 local performing troupes. Among these, 18 groups are making their debut appearance this year, including such internationally famous teams as Notting Hill Carnival from the UK, Morioka Sansa Odori Dance from Japan, the Arezzo Flag Wavers from Italy and the Paris Firemen from France.
To sustain the excitement after the Parade, the HKTB will arrange the display of the floats and performances by local and international troupes in Tsim Sha Tsui, Sha Tin and Tai Po from the second to the eighth day of the Lunar New Year.