The Hong Kong Tourism Board has launched a brand new marketing platform "Hong Kong Food and Wine Year".

 Between April 2009 and March 2010, the HKTB, in collaboration with major catering associations, approximately 2,000 restaurants, popular tourist attractions and famous dining districts, as well as more than 25 renowned local gourmets, will spread the message citywide and show to the world the diverse culinary experience of Hong Kong, reinforcing the city's image as one of the world's culinary capitals.

Speaking at the  launch ceremony on Thursday, HKTB Chairman Mr James Tien said, "Hong Kong has long been famous for its culinary strength. Leveraging on the Government's exemption of wine duty, which enables visitors to enjoy a wide selection of wine at highly attractive prices, the HKTB has decided to launch this new marketing platform. For the coming 12 months, we hope that by stimulating visitors' consumption, especially during the current economic downturn, we can create greater business opportunities for our catering sector, and in the longer term, strengthen Hong Kong's image as a wine and dine hub and our city's destination appeal."

Throughout the Hong Kong Food and Wine Year, the HKTB will inject elements of food and wine into its promotions both locally and in visitor source markets. Through a dedicated Hong Kong Food and Wine Year website, the HKTB will present to visitors wide-ranging information on the selection of food and wine in Hong Kong, as well as offers from the local catering industry.

During the first phase (April to June), more than 1,000 local restaurants will take the lead to offer special privileges, which include complimentary dishes and drinks, buy-one, get-one free and 50% discount offers.

In promoting Hong Kong's dining experience, the HKTB will employ creative angles, such as pairing wine with Chinese cuisine. At the end of this year, the HKTB will organise a brand new mega event "Hong Kong Wine and Dine Festival", followed by Wine and Dine Carnivals in co-operation with famous dining districts to showcase Hong Kong's dining, drinking and entertainment offers. To tie in with the promotions, local travel agencies will also introduce tours that combine sightseeing and dining.

As for overseas publicity, the HKTB will invite local and international gourmets to promote Hong Kong's food and wine through PR activities, and co-operate with the travel trade in various source markets to launch package tours and itineraries themed on Hong Kong cuisine, including "Celebrity Gourmet Tour".