Local families were invited to design a visit route and guide for an overseas family around the city, thus helping visitors discover and experience Hong Kong's distinctive culture and lifestyle.

Officiating at the program's opening ceremony, HKTB Executive Director Clara Chong said that the board is striving to extend thetourism footprint to all corners of Hong Kong, and bringing more of the population into contact with visitors.

"We know that many visitors are not only interested in sightseeing, shopping and dining, but also experiencing the livingculture and traditions of Hong Kong," the Director said.

"In organizing the program, we aim to foster closer exchanges between local and overseas families, and enable the visitors to rub shoulders with friendly locals, live within our culture, and discover the unique, multi-faceted experiences of our city," she added.

Hong Kong has already identified family travelers as one of itskey target segments when planning the 2006 Discover Hong Kong Yearcampaign through measures like the opening of Hong Kong Disneylandlast September.

The tourism board hoped to package its existing attractions, such as Ocean Park, museums and hiking and heritage trails for family groups.

From March 20 to April 25, participants will be required to design a two-day travel itinerary and submit an essay and 15 winning families will be selected to become Discover Hong Kong Year Family Ambassadors.