302 Travel and Tourism
• The Government is continuing the Tourism District Enhancement Programme. to boost further Hong Kong's appeal as a premier tourist destination. The completed projects include improvement of the Sai Kung and Lei Yue Mun waterfronts, the Central and Western District Enhancement Scheme, the Avenue of Stars -- a joint venture with the private sector and the Tsim Sha Tsui Promenade Beautification Project. Work on a new transport link in Tsim Sha Tsui East is scheduled for completion in 2007. Beautification works for the Stanley waterfront are in progress and will be completed by the end of 2007. Most works under the Peak Improvement Scheme are also scheduled for completion by the end of 2007, except at the Victoria Peak Garden where work was halted following the discovery in December of what is believed to be part of the former Governor's summer residence. Subject to further archaeological findings, the plan for Victoria Peak Garden may need to be revised. Other projects on the drawing board include the Aberdeen Tourism Project which complements Ocean Park's redevelopment, further enhancement of the facilities along Lei Yue Mun waterfront and the building of a piazza in Tsim Sha Tsui.
Improving Tourist Appeal
Enhancement of Visitor Signage
To provide an easy-to-follow system of signs at popular tourist spots, the Tourism. Commission introduced a Visitor Signage Improvement Scheme in 2001. The scheme covers 18 districts and was completed in December 2006. It comprises directional signs, mapboards and identification signs to guide visitors, and provide interesting information about the area.
Service Quality
The HKTB's Quality Tourism Services (QTS) Scheme, set up to promote quality service in shops and restaurants, is widely supported by the industry and has helped to improve the standard of service offered to visitors. By the end of 2006, more than 1 284 retail and catering businesses, with 6 301 outlets, 6 per cent more than the previous year, had earned QTS accreditation.
In November 2006, the HKTB extended the scheme to cover visitor accommodation with valid tourist guesthouse licences, which are popular with. independent travellers, aiming to help visitors identify quality budget guesthouses. The HKTB also stepped up promotion of the scheme abroad as well as at home, and implemented a series of training programmes in 2006 to upgrade the standard of services provided by accredited merchants.
A hospitable community is essential to the development of the tourism industry. The Tourism Commission continues to carry out a territory-wide public education campaign entitled 'A Hospitable Hong Kong'. One of the key programmes is the Hong Kong Young Ambassador Scheme, which teaches young people how to serve as 'ambassadors' to overseas visitors and to spread the hospitality message among their peers.