IMMIGRATION AND TOURISM
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stay. Through their work, they also enable a valuable insight to be obtained into what visitors' needs and interests are.
The HKTA has its own representative offices in London, Paris, Rome, Frankfurt, New York, Chicago, San Francisco, Sydney, Tokyo, Osaka and Singapore. Additionally in Southeast Asia, Japan, Western Australia, the United States, Bahrain and Dubai, the association is represented by Cathay Pacific Airways.
The HKTA aims at maximising tourism revenue by attracting more visitors from higher income groups or with special interests who will stay longer and spend more on a greater variety of goods and services. The association works closely with its membership and with others connected with the tourism industry to promote Hong Kong overseas and to develop and maintain facilities for visitors.
A major concern of the tourism industry is the provision of hotel rooms. During 1979, the average occupancy rate of Hong Kong hotels was 91 per cent. Investors continued to show an interest in hotel development and the association received many inquiries from Hong Kong and overseas. In June, phase two of the New World Hotel comprising 320 rooms opened, bringing the total number of hotel rooms in Hong Kong to 14,363. During 1980 it is projected that a further 1,533 new hotel rooms will be opened. By the end of 1981, more than 18,000 hotel rooms should be available in Hong Kong. To maintain occupancy rates and to develop business in the off-peak months, the association pursues a highly selective marketing policy on the one hand and an active product development programme on the other.
A new dimension affecting Hong Kong's tourism industry is the high priority being accorded to tourism in China. Many of the increasing numbers of visitors to China enter or leave via Hong Kong, and an excellent relationship has been established between the HKTA and the tourism authorities in China. It is believed that considerable potential exists for further co-operation in this field.
Developing Facilities for Visitors
The objective of the HKTA's Product Development Department is to preserve and improve visitor facilities and to facilitate the development of new projects. These not only increase Hong Kong's attractions as a visitor destination, but also help to boost the length of stay of visitors -- a direct means of increasing revenue for the tourism industry.
The association has been concerned with the initiation and creation of many facilities such as Ocean Park and the annual Mid-Autumn Lantern Carnival. Another successful project has been the annual International Dragon Boat Races. The 1979 races featured teams from Japan, Malaysia, Singapore, Hawaii, Papua New Guinea, Macau and Hong Kong. During 1979, affiliated tourist guide training seminars and refresher training courses for non-affiliated guides were organised in conjunction with the Hong Kong Productivity Centre. In addition, tour commentaries were written for areas becoming increasingly popular with visitors such as Lamma Island and the eastern New Territories. Other product development activities included the organisation of an arts and crafts exhibition, which attracted some 29,000 visitors in seven days; and weekly cultural shows for residents and visitors.
Marketing Hong Kong
The selective marketing programme concentrates effort and expenditure in overseas markets with the greatest potential for development. It aims to develop specific high-yield