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IMMIGRATION AND TOURISM
established markets and special attention was devoted to developing the important emerging Middle East market.
Throughout Southeast Asia, Hong Kong continued to attract visitors by emphasis- ing its reputation as the most exciting city of the region. HKTA promotions featured shopping, nightlife, international cuisine and horse-racing as well as attractions such as Ocean Park and Food Street in Causeway Bay. A highlight of the association's efforts in Southeast Asia was the presence of Miss Hong Kong 1978 in Singapore, Malaysia and Thailand, to promote Hong Kong as a courteous visitor destination.
While marketing efforts are made abroad, the HKTA also recognises that the basis of a healthy tourist industry is in the services and facilities which the visitor is offered in Hong Kong. This calls for the closest co-operation with the association's members in projects such as the Tourist Industry Courtesy Programme, which was inaugurated in January, 1978. The 12-month programme was designed to upgrade standards of service by means of education and incentives, and it covered management as well as counter staff. The programme received wide publicity.
Public relations and publicity programmes were built around several other signi- ficant events during 1978 such as a French Chefs' Gourmet Tour, the Hong Kong Arts Festival, the Asian Hairstylists' Open Contest, the Asian Song Contest, the International Film Festival of Hong Kong, and the Festival of Asian Arts. Media visitors were invited to Hong Kong from all major markets to cover these and other special events. A total of 854 media visitors, including journalists, authors, film and television teams, came to Hong Kong during 1978 for familiarisation or repeat visits.
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