HONG KONG--(BUSINESS WIRE)--#DiscoverHongKong--The Hong Kong Tourism Board (HKTB) officially launched a West Kowloon neighbourhood programme, after featuring popular promotions �Old Town Central� and �Sham Shui Po � Every Bit Local� in the �Hong Kong Neighbourhoods� campaign. The latest programme highlights the West Kowloon neighbourhood�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 programme builds a bridge between the local life of the bustling communities, home to many historical architectures and traditional craftsmanship, and the artistic lure of the WKCD.

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 programme 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 restrictions 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 Hong Kong residents to help them plan ahead for the return of international 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 walking routes to uncover a rich heritage

Starting from the beautiful shoreline at the WKCD, the 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, 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 HKTB website (www.discoverhongkong.com/westkowloon-en).

• Neon light on Shanghai Street
• M+ (c) Virgile Simon Bertrand; Courtesy of Herzog & de Meuron
• Mido Cafe

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Contacts

Ms Vivian Li

Email: [email protected]