Hong Kong's long history as a centre of movie-making and its reputation as the "Hollywood of the Orient" has now been set in stone - quite literally - in the form of the city's newest and most glistening tourist attraction: the Avenue of Stars.
Located on the Kowloon waterfront promenade with a superb harbour backdrop, the Avenue of Stars has been designed to extend the diversity and sophistication of Hong Kong's attractions and enhance visitors' experience, as well as to recognise the film industry's contribution in promoting Hong Kong as a destination worldwide.
Visitors to this free-of-charge attraction can see pavement plaques commemorating Hong Kong movie personalities past and present, as well as milestone features outlining the local movie industry's 100-year history. There are also a welcoming video, sculptures, souvenir kiosks and special lighting that makes the atmosphere even more enchanting at night. And prominent beside the entrance is a magnificent statue modelled on the famous Hong Kong Film Awards statuette, donated by the Hong Kong Film Awards Association (HKFAA).
This new attraction meets a growing demand from visitors to see and learn more about their favourite Hong Kong movies and movie stars. The increasing worldwide popularity of Hong Kong-based films in recent years has helped put the city on the international map as a tourist destination and showcased its unique fusion of Eastern and Western cultures. Seeing popular locations like The Peak, the harbourfront or Lan Kwai Fong on screen stimulates overseas film-lovers' desire to come and discover these places for themselves.
In addition, Hong Kong's association with the international glamour of movie making and movie stars has helped reinforce Hong Kong's reputation as a trendy, fashionable and cosmopolitan city.
It was to address these opportunities that the Hong Kong Tourism Board (HKTB) first conceived the Avenue of Stars in 2000, as part of a Government-funded feasibility study into potential new visitor attractions for Hong Kong.
The idea has since been turned into reality through the strong support and co-operation of the HKFAA, the Government's Tourism Commission and Leisure & Cultural Services Department, and the New World Group which has taken responsibility for managing and maintaining the new attraction.
The grand opening on 27 April 2004, attended by many of the featured celebrities, was timed to coincide with a number of other major film-related events taking place during April, including the 28th Hong Kong International Film Festival and the 23rd Hong Kong Film Awards presentation ceremony.
To introduce this new attraction to visitors worldwide, the HKTB has produced two Hong Kong Movie Odyssey Guides to help visitors find the locations used for a number of favourite Hong Kong movie scenes and explore the city's many facets. For a truly romantic and unforgettable evening, visitors can take a leisurely walk along the Avenue of Stars. The Tsim Sha Tsui promenade, where the Avenue of Stars is located, is a perfect viewing point for A Symphony of Lights, a unique, "must see" event.
Local residents are also invited to play their part by discovering the Avenue of Stars for themselves, then show their hospitality to visitors by sharing their own experiences of life in this heartland of movie-making.
It is hoped that the Avenue of Stars will not only prove popular with visitors, but also become a gathering point for the stars themselves and, of course, another favourite film shooting location. And so the legend continues...!
