TRAVEL AND TOURISM
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The HKTA produced a variety of new market or segment-specific brochures and revised existing materials to tap potential market segments. In addition, the association collaborated with various public and private sector organisations in producing tourism-related publications. Among major projects were a Green Guide, 'Travel Trade Manual' and 'The Official Convention, Exhibition & Incentive Travel Facilities Guide'.
In respect of promoting green management within the tourism industry, the HKTA, with the support of various government bureaux and departments, developed an 'Environmentally Sustainable Tourism Development Strategy for Hong Kong's Travel and Tourism Industry', highlighting the means to promoting environmentally friendly practices by the tourism industry. A Charter was launched in April and had the pledge of support from major industry organisations, including the Board of Airline Representatives, the Hong Kong Hotels Association, the Association of Better Business and Tourism Services, the Hong Kong Catering Industry Association, and the Travel Industry Council of Hong Kong.
Marketing Activities
The HKTA has offices in 14 cities and six representatives elsewhere. Apart from promoting and marketing Hong Kong as a tourist destination, these offices and representatives provide information about travel in Hong Kong to the tourism trades and the media to facilitate the arrangement of incoming tours.
To clearly define the needs of tourists, the HKTA carried out global market research in 1999-2000 and published a 'Five-Year Marketing Plan' in February, laying down clearly the global and regional marketing strategies and objectives. The plan sets out the major tasks, which include attracting high-yield visitors to Hong Kong, developing new market segments, and stepping up promotion in new markets such as the Middle East and India.
On overseas promotional and marketing efforts, the 'Hong Kong - City of Life' global marketing campaign, first launched in 1998, has borne fruit. It has successfully established a positive image and a prominent position for Hong Kong in overseas markets. To enhance the effectiveness of promoting Hong Kong, the HKTA will expand the use of e-marketing and further enhance the global marketing campaign. The 'City of Life' web site is an important component of the HKTA's integrated marketing approach. Updated frequently, the web site attracted about 20 million visits a month in 2000. It has also won many international awards, contributing considerably to the HKTA's direct-to-consumer marketing.
Regular joint promotions with travel industry partners, such as hotels and airlines, were also conducted in key markets during the year, including the Mainland, South- East Asia, Taiwan and Japan. The HKTA continues to organise Contract Hong Kong events for local hoteliers and travel agents to help them meet buyers from overseas. Altogether, the HKTA organised various Hong Kong familiarisation programmes for more than 3 800 members of the travel trade and media guests in 2000.
Moreover, the HKTA has optimised the use of resources, strengthened co- operation with the tourism industry, the media and the private sector, such as establishing strategic partnerships and alliances, to enhance the effectiveness of their promotion and marketing. Co-operation with media bodies, including an