In 2002, Asia overtook the Americas to become the world's second most visited tourist region. The recent outbreak of SARS, however, severely dented tourist confidence in Asia. In response, tourism leaders and political figures from across the region had joined forces for an event organised by the Boao Forum for Asia and the World Tourism Organisation, titled 'Revitalising Asian Tourism'. From 14-15 July, representatives from countries in Asia and the Pacific and beyond met at the HKCEC to consider ways of restoring consumer confidence in Asian tourism. Over 1,000 delegates attended, including state leaders, tourism ministers, international scholars, and representatives from airlines, travel agencies, hotels and the media, making the atmosphere ripe for innovation and mutual interaction across borders and industries. With a theme of co-operation and collaboration, 'Revitalising Asian Tourism' was a major proactive event that reasserted the fundamental value and safety of Asia as a tourist destination.