TRAVEL AND TOURISM
'Tourism Works for Hong Kong' continued to be televised on all four local channels to highlight the contribution of the industry to the territory's economic well-being.
The association recognises the importance of training in the industry to maintain Hong Kong's high reputation for service. Its Industry Training Department runs various pro- grammes for staff in the retail trade, as well as courses designed specifically for tour co- ordinators and restaurant personnel. To attract school-leavers to the industry, the association organises career seminars and participates in career exhibitions. Career talks and placement programmes are also organised to provide support to the 'Travel and Tourism Education Programme' and educational institutions.
The HKTA has been organising a courtesy campaign since 1976 to build a friendly and courteous image of Hong Kong overseas. In 1994, the association announced a year-round programme of activities involving hotels, restaurants, the travel industry, the retail sector and schools. It continued to work with Radio Television Hong Kong to promote this programme through activities such as a courtesy quiz for all tourism industry frontline staff, a courtesy slogan competition, and nominations for the title 'Courtesy Ambassador'.
For the 27th year, the HKTA organised the Student Ambassador Programme, through which 100 students heading overseas for their tertiary education take part in a month-long programme of talks and visits to increase their understanding of various aspects of Hong Kong, which enable them to talk more knowledgeably about their home. In 1994, the Student Ambassadors also contributed to community life in the territory through various social service activities which included visits to homes for the elderly and a beach-cleaning day at Repulse Bay. The Tourism Ambassador Badge scheme for Hong Kong's Scouts also continued to be popular. A total of 380 Scouts have now earned their badge by attending a special workshop on the tourism industry in Hong Kong and by helping visitors at the HKTA's information and gift centres.
The association also publishes regular reports on the performance of the tourism industry and conducts surveys which monitor changes in the basic demographics of all visitors, their activities, spending patterns and attitudes towards local tourism facilities.
Outbound Travel
Hong Kong's outbound travel business is operated by some 1 200 travel agents who are licensed by the Registrar of Travel Agents under the Travel Agents Ordinance. The ordinance provides the statutory framework for regulation of the outbound travel industry. To be licensed, a travel agent must be a member of the Travel Industry Council of Hong Kong.
The council is an approved organisation of travel agents in the territory. It comprises eight association members: the Hong Kong Association of Travel Agents Limited, Federation of Hong Kong Chinese Travel Agents Limited, International Chinese Tourist Association Limited, Society of International Air Transport Association Passenger Agents Limited, Hong Kong Taiwan Tourist Operators Association Limited, Hong Kong Association of China Travel Organisers Limited, Hong Kong Outbound Tour Operators Association Limited, and the Hongkong Japanese Tour Operators Association Limited. The council regulates member travel agents through codes of practice and directives. Members who breach the rules of self-regulation risk losing their council membership and their licence to operate.
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