HKTB Extends “Hong Kong Neighbourhoods” to Launch “West Kowloon” for Promoting Art and Culture Tourism of the Neighbourhood

The Hong Kong Tourism Board (HKTB) today (9 September) officially launched a West Kowloon neighbourhood promotion, after featuring popular promotions “Old Town Central” and “Sham Shui Po –   Every   Bit   Local”   in   the   “Hong   Kong   Neighbourhoods”   campaign.   The   “West   Kowloon” neighbourhood programme highlighting the district’s rich heritage and vibrant street life in Yau Ma Tei and Jordan along with its two new world-class museums – M+ and the Hong Kong Palace Museum in the  West  Kowloon  Cultural  District  (WKCD)  –  which  will  open  in  the  end  of  the  year  and  next  and become  landmarks  in  art  and  cultural  tourism. As  art  is  inseparable  from  our  life,  the West  Kowloon neighbourhood promotion builds a bridge between the local life of the bustling communities of Yau Ma Tei  and  Jordan,  which  are  home  to  many  historical  architectures,  time-tested  stores  and  traditional craftsmanship, and the artistic lure of the WKCD. Throughout the continuous evolution and revitalisation, the neighbourhood has a lot of astonishing experiences for the public and visitors to uncover. The HKTB expects the campaign to draw people from across the city to rediscover it from new perspectives to drive in-depth local tourism and stimulate economic activities in the neighbourhood.

HKTB  Executive  Director  Mr  Dane  Cheng  said:  “Experiential  tourism  is  a  rising  and  inspiring trend,  particularly  where  it  blends  arts  and  culture  with  authentic  local  life. The  HKTB  has  chosen  to launch  this  large-scale  promotion  before  borders  reopen  because  we  want  residents  to  savour  the experience  first  and  discover  hidden  gems  in  their  community,  rekindling  their  enthusiasm  and appreciation and creating a harmonious art-life aura in the West Kowloon neighbourhood. We hope Hong Kong people will  then share their experiences with friends and  relatives  outside  Hong  Kong. Besides, visitors around the world are eager to travel as soon as travel restriction are eased, and we will be able to  capitalise  on  the  opportunities  if  we  are  well  prepared  in  advance.  We  are  also  encouraging  tour operators to create in-depth tours for residents to help them plan ahead for the return of visitors.

“The HKTB believes the West Kowloon neighbourhood programme  will not  only drive domestic tourism and stimulate consumption, but also spread a positive message and showcase Hong Kong’s new art and cultural travel opportunities to the world and fire up interest in the district among visitors, who are keen to return as soon as borders reopen.”

Five thematic walking routes to uncover a rich heritage

Starting from the beautiful shoreline at the West Kowloon Cultural  District,  the “West Kowloon” neighbourhood programme extends to Yau Ma Tei and Pitt Street, and spans along Nathan Road to reach streets and paths around Austin Road, Jordan.

To reflect the unique characteristics of each area, the HKTB has devised five thematic walking tours focused  on  Heritage  &  Craftmanship,  Cultural Arts  and  Culinary Arts.  The  routes  cover  many  little-known corners of the city that are often overlooked by residents and visitors alike, such as a bookstore hidden in the Tin Hau Temple, a seafood restaurant transformed into an art hotel, and a condiment store promoting western dishes fused with traditional fermented tofu.  

The routes offer recommendations for more than 50 points of interest, shops, and restaurants, and are available as an interactive e-map on the West Kowloon neighbourhood campaign page of the HKTB website. Special offers have been arranged with shops and restaurants in the neighbourhood for people who take part in the walks to encourage spending.

Photo spot with spectacular large-scale art installations  

Art is a central theme of the West Kowloon neighbourhood promotion. As well as the M+ and the Hong Kong Palace Museum, the HKTB has teamed up with “FriendsWithYou”, a pop-art duo featuring Samuel  Borkson  from  Florida,  US,  and  Arturo  Sandoval  III  from  Cuba,  to  bring  their  gigantic  art installation  and  signature  pop-art  characters  to  Hong  Kong  and  share  the  positive  vibes  to  the neighbourhood. The installations will be in the Art Park in the West Kowloon Cultural District from 23September to 14 October with free admission, giving visitors the opportunity to enjoy international art exhibits and create photo memories.

A variety of areas will be decorated as part of the promotion. The footbridge and subway between the WKCD and Jordan will be transformed into an “Arts Corridor”. Thematic buntings with a programme webpage QR code will meanwhile be displayed around the Yau Ma Tei and Jordan MTR stations and on lampposts  along  Museum  Drive.  The  HKTB  has  also  made  promotional  films  featuring  well-known personalities from the neighbourhood, who guide viewers along the streets and sidewalks and give theirfirst-hand perspectives to viewers worldwide who are currently unable to visit in person.

The Appendix below introduces a series of programme highlights of the “West Kowloon” neighbourhood promotion. For more details, please visit www.discoverhongkong.com/westkowloon/en

Photo Caption 1

Mr Dane Cheng, HKTB Executive Director (second from the left), introduces HKTB’s latest “West Kowloon” neighbourhood promotional campaign in a press conference on 9 September. During the event, Mr Terry Wong, HR Business Partner, Tung Nam Lou Art Hotel (left), Mr Jay Liu, the Fourth-Generation owner of Liu Ma Kee (second from the right) and Mr Michael Kistler, Urban Photographer and Hong Kong Super Fans of HKTB (right) shared the “West Kowloon” from their own perspectives.

Photo Caption 2

Mr Dane Cheng, HKTB Executive Director, visited the century-old shop “Liu Ma Kee” to learn about its stories of traditions and trends.

Appendix: “Hong Kong Neighbourhoods – West Kowloon”