MGTO Stages Spectacular Launch of 2006 Macau World Heritage Year

Secretary for Social Affairs and Culture Dr Chui Sai On officiated the launch ceremony of “2006 Macau World Heritage Year” in front of the Ruins of St Paul’s to mark the commencement of a series of promotions and activities by Macau Government Tourist Office (MGTO) to reinforce Macau’s tourism brand, “The Historic Centre of Macau”. Joining Secretary Chui are Director of MGTO João Manuel Costa Antunes and Deputy Director of Cultural Affairs Bureau Wong Sai Hong. Chui Sai On hit the “gong” to herald the commencement of the “2006 Macau World Heritage Year” launch ceremony. 25 golden lions, accompanied by Portuguese folk dancers, presented the photos of the 25 historic monuments and squares of “The Historic Centre of Macau” in a parade. A huge banner of “2006 Macau World Heritage Year” unfolded on the staircase in front of the Ruins of St Paul’s to usher in the “2006 Macau World Heritage Year” campaign which aims to reinforce the cultural image of Macau After the launch ceremony, guests visited the "2006 Macau World Heritage Year Photo Exhibition” and "Macau 24 Hours Photo Exhibition” at the Macau Tourism and Cultural Activities Centre. Director of MGTO João Manuel Costa Antunes delivered a speech in the briefing today, followed by a presentation by Head of Promotion and Marketing Department of MGTO, Cecilia Tse, who outlined the promotional plan of “2006 Macau World Heritage Year” to the media and travel trade. She pointed out that the campaign will encompass 6 core elements, namely global image projection, overseas promotions, consumer promotion, media campaign, heritage tours and cultural performances, which will be rolled out in various markets including Mainland China, Hong Kong, Taiwan China, Japan, Korea, Europe, North America and Australia. MGTO will also, in addition to promoting this campaign to visitors through channels such as MGTO’s website, MGTO’s information counters and ports of entry, distribute promotional materials of Macau World Heritage Year to travelers to arouse their interest. Cecilia Tse added that, promotions and activities overseas will be designed around the theme of Macau World Heritage Year and Macau’s cultural legacy will be feature at major travel fairs around the world. Media, travel trade representatives will also be invited to join familiarization visits to Macau. She also unveiled that on the consumer front, MGTO will launch 2 campaigns, “Heritage Passport” and in conjunction with VISA International “Macau Treasure Hunt II” which offer discounts and lucky draws to boost visitor spending. In terms of advertising, MGTO plans to produce special features and TV broadcasts on Macau World Heritage with major international and regional media channels. In addition, MGTO will continue to enrich the itineraries of “Cultural Heritage Tour” and cooperate with Cultural Affairs Bureau to host various cultural performances for promotion purpose. The 29th Session of the World Heritage Committee held in Durban, South Africa last July has decided to inscribe China’s bid,“The Historic Centre of Macau”, on UNESCO’s prestigious World Heritage List, raising the number of World Heritage Sites in China to 31. This international recognition will further raise community and visitor awareness, fostering a greater appreciation of heritage in Macau. Information of today’s activity will be available on the website of Macau Government Tourist Office. Please visit http://www.macautourism.gov.mo/en/promotion/mwhy2006.php