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TRAVEL AND TOURISM
conference/exhibition organisers, retailers, restaurants and other visitor service establishments.
The HKTA maintains information and gift centres in the basement of Jardine House in Central District and on the Star Ferry concourse in Kowloon. It also operates two information counters at the Hong Kong International Airport at Kai Tak. In 1997, these centres assisted about 3 million visitors. The HKTA also distributed 12.2 million pieces of visitor literature, handled about 4 700 written and e-mail enquiries, sent information to thousands of fax-users via the Infofax service, as well as responded to some 61 000 enquiries on the multi-lingual telephone hotlines. In 1997, the HKTA and New World Telephone joined forces to develop the latest in telephone and information technology, the TouristInfo PowerPhone, which allows visitors to learn about Hong Kong with ease. This facility serves as a touch-screen information centre and a standard telephone, and is installed at more than 50 high- traffic locations throughout Hong Kong.
During the year, 107 000 souvenirs were sold through the HKTA's two information and gift centres and at 45 outlets in hotels and major tourist areas. The association also assisted in the booking of local sightseeing tours for 18 000 visitors through the two centres.
During the reunification period, the HKTA extended the operating hours of its information and gift centres and set up an extra counter at the airport, providing information and assistance to visitors. From June 28 to July 2, almost 18 000 visitors took advantage of these centres and visitor hotlines.
The HKTA also produced several target-specific brochures in 1997 to tap potential market segments. These included Romantic Hong Kong (for couples and honeymooners), the Mature Travellers' Guide (with special offers for visitors over 60) and Wet Weather Wonders (featuring ideas for what to do in rainy weather).
In addition, the HKTA created special reunification souvenirs with 1997 designs. These ranged from practical items such as coasters and T-shirts to collectibles such as silver medallions and a quartz dress watch. It also produced special commemorative certificates, which were available to visitors in Hong Kong over the 100 days from July 1 to October 8.
Marketing Activities
The HKTA's Internet home page Wonder Net <http://www.hkta.org> contributes considerably to the emphasis on direct-to-consumer marketing, with the website drawing more than 5 million hits a month. Wonder Net has won many awards from professional organisations around the world. It was expanded in 1997 to include special sections on the reunification, an editorial desk for the media, conference and business information, special pages for the 100 Days of Wonders promotion and the Spotlight Hong Kong · Towards the Millennium programme. The website has links to other tourism-related organisations, including the Hong Kong Hotels Association and the Hong Kong Association of Travel Agents. Country-specific home pages have been set up in the USA, Australia, Japan, Taiwan, France and Germany.
In order to attract more visitors to Hong Kong, the HKTA markets existing events and encourages overseas tour operators to package special event trips to Hong Kong. In such cases, the ability to book for events well in advance, and from overseas, is crucial. In 1997, the HKTA established special advance booking systems with