Phase I of the Global Tourism Revival Campaign has generated media publicity worth $1.04 billion and seen tourist arrivals recover to pre-SARS levels.

This was the message from Secretary for Economic Development & Labour Stephen Ip addressing legislators today.

He said the Government will continue attaching great importance to, and deploying resources to attract long-haul tourists.

Commissioner for Tourism Eva Cheng said that apart from Japan, other long-haul markets have seen a sharp recovery.

The Government has allocated $379 million for the campaign. Actual spending as at mid-September was $96.4 million.

Tourism Board Executive Director Clara Chong said the media publicity value comprises $1.02 billion in international coverage and $25 million in local coverage.

Phase I covered promotional activities from June 23 to September 15. Not only has the objective of restoring arrivals to pre-SARS levels been met, but August arrivals were the second highest monthly total on record and September the best ever for that month.

Similarly, average hotel occupancy recovered from 18% in May to 88% in August.

The campaign has also generated unprecedented levels of co-operation across all sectors of the tourism and related industries, maximising the benefits to the economy at large and building a platform on which its trade partners can increase and develop their business.

The board anticipates that the pace of recovery will become more gradual as most of the pent-up demand has already been satisfied and travel offers have finished.

Promotional efforts in the coming months will focus on business and family travel. It is expected that a full recovery across all markets will not be seen until later next year, especially the long-haul markets in which leisure business cannot be fully regained until the next peak holiday season.

Phase II of the campaign features a new global advertising campaign, Hong Kong - Live it, Love it! It will also comprise consumer, trade promotion and tourist programmes, including Winterfest in December and the International Chinese New Year Night Parade in late January.