Living it and loving it: Film star Jackie Chan, Chief Secretary Donald Tsang and Tourism Board Chairman Selina Chow launch the Hong Kong - Live it, Love it! global advertising campaign.

August saw 1.64 million visitors come to Hong Kong, representing a return to positive year-on-year growth of about 9.6%.

Tourism Board Chairman Selina Chow said that after 12 weeks of consolidated efforts by the Government, the local and overseas travel trade and the community, the tourism industry has recovered.

She was speaking at the launch of the Hong Kong - Live it, Love it! global advertising campaign that showcases our dynamism and multi-dimensional experiences.

Also officiating were Chief Secretary for Administration Donald Tsang, and film star Jackie Chan who appears in the commercial.

Following the Hong Kong premiere of the commercial tonight, the board will roll out the campaign worldwide, spearheaded by visits to New York and San Francisco by the Chief Secretary.

Featuring television, radio, print, online and outdoor advertising worldwide, the campaign is designed to sustain the tourism revival momentum, thereby strengthening Hong Kong's position as one the world's most popular destinations.

The campaign aims to sustain the recovery of the tourism trade and reinforce Hong Kong's long-term image as the world's most preferred Asian destination.

The board will stage a series of mega-events from now until March. In October, it will stage the International Musical Fireworks Competition, the first of its kind in Asia.

HK WinterFest will be held from November to January and the International Chinese New Year Night Parade will be staged early next year. Another major programme is the pre-launch of the Avenue of Stars in March, highlighting Hong Kong's long movie history.