The city’s leader John Lee Ka-chiu will oversee the launch of the Hello Hong Kong campaign at a briefing at 2.30pm, while finance chief Paul Chan Mo-po will hold a press conference after the event, according to a government statement. The head of the Airport Authority will also attend the ceremony, the statement said.

The campaign will highlight more than 200 events to be held to underscore the city’s return, according to reports. Most of the half-million free air trickets will be distributed by Cathay Pacific Airways Ltd. and its budget airline HK Express, with some handed out by travel agencies to international tourists.

The government is seeking to revive the economy and repair the city’s global image which was damaged by often-violent protests in 2019, the imposition of tough security laws in 2020 and three years of self-imposed isolation during the pandemic. Gross domestic product shrank 3.5 percent last year, its third contraction in four years.

It us understood that many of the tickets will be allocated to travelers in Asia including mainland China, as well as Europe and the US, with a “small portion” going to local residents for overseas travel.

Hong Kong received some 605,000 visitors last year as the city slowly dropped its Covid restrictions, up from 91,000 in 2021, according to the local tourism board. That compares with almost 56 million in 2019 before the pandemic hit.

The ticket giveaway may pressure airlines. Cathay Pacific’s flight capacity at the end of last year was 32 percent of its pre-Covid level. Hong Kong was Asia’s busiest international airport prior to Covid. The government purchased the tickets in 2020, Sing Tao reported last year.

Moves are underway to boost the number of visitors from the rest of the country. Testing requirements and a quota system for mainland Chinese visitors are set to be dropped, while three more border crossings with the mainland will reopen as early as Monday, according to reports. The border reopened last month for the first time in three years.