TRAVEL AND TOURISM
applicant merchants, emphasise the provision of clear product information to consumers, improve the complaint handling system of the scheme and reinforce surveillance of participating merchants.
It is essential to upgrade hospitality standards generally to meet visitors' expectations and build for future growth. The Tourism Orientation Programme, a two-year project organised by the HKTB with $40 million in government funding, is designed to enhance Hong Kong's hospitality culture and provide an opportunity for those keen to pursue careers in the tourism industry to gain front-line experience in it. The first year of the programme was successfully completed in mid-2003 with 133 participants graduating as Tourism Hosts. More than 80 per cent of them subsequently joined the industry, and a further 220 people are undergoing training as part of the programme's second year.
The Tourism Commission launched a territory-wide public education campaign entitled 'A Hospitable Hong Kong' in 2001, with young people among the main targets. The campaign continued in 2003. In collaboration with the Hong Kong Federation of Youth Groups, the Tourism Commission set up the Hong Kong Young Ambassador Scheme to groom a cadre of young leaders who can serve as 'ambassadors' to overseas visitors and provide an effective medium through which to spread hospitality messages among young people. During the year, a series of TV announcements was broadcast to promote a hospitality culture among the public.
Facilitation of Visitor Entry
With effect from July 28, 2003, the Mainland authorities have implemented an Individual Visit Scheme in four Guangdong cities (Dongguan, Zhongshan, Jiangmen and Foshan) to allow residents there to visit Hong Kong in a personal capacity. The scheme has been extended to cover Guangzhou, Shenzhen, Zhuhai and Huizhou from August 20, and Beijing and Shanghai from September 1. It will be extended to the whole of Guangdong Province by May 1, 2004. The scheme has been well received, with some 667 000 Mainland visitors coming to Hong Kong under its auspices by year-end.
The Tourism Commission took the lead in coordinating action among various government departments and the tourism industry to draw up measures to cope with the upsurge in Mainland visitors, especially during the National Day 'Golden Week' holiday period in October. The measures adopted demonstrated the city's capability to receive a large number of visitors during the peak holiday season.
Hong Kong Tourism Board
The HKTB is a subvented organisation responsible for marketing and promoting Hong Kong internationally as a destination for leisure and business travel. With a board of 20 non-executive members drawn from the local community, and representing all major sectors of the tourism and related trades, it operates through a Head Office in Hong Kong, 13 world-wide offices and seven representative offices.
Through its various marketing activities, the HKTB strives to reinforce Hong Kong's standing as a world-class city and the most preferred tourism destination in Asia. It aims not only to increase the number of visitors to Hong Kong, but also to enhance their experience and satisfaction when they arrive and during their stay.
The HKTB undertakes extensive market research and monitoring to assess industry trends, perceptions of Hong Kong in the overseas markets and feedback from
311