ENG-1963 — Page 294

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TOURISM

adventurous visitor and those who have time to spare obtain con- siderable enjoyment in the ferry trips to the islands of Lantau and Cheung Chau and to some of the more remote fishing villages in the New Territories.

Hong Kong's new City Hall, where a variety of entertainment is generally available either in the concert hall or the theatre, is another attraction. Famous international artists appeared there during the year and their performances were enjoyed by many visitors. Chinese opera is always a popular spectacle. Very few tourists miss the chance of experiencing the great variety of Chinese food, served and eaten in appropriate surroundings.

Shopping however, is still the most popular part of the visitors' leisure hours. Prices appear to be rising all over the world and in some countries the increase has been rapid. Although there has been a tendency for prices of popular commodities to rise in Hong Kong, nevertheless the bargains that can be found in the Colony are still much sought after. The Hong Kong Tourist Association conducts oral and written examinations for guides and those who qualify are entitled to a badge and identity card.

Research and Survey. In the field of promotion and publicity, research is essential. This work requires as much information as possible about the people of each country to which the advertising is directed. To achieve the most satisfactory results, the style of advertising must be adjusted to the character of the people. Regular surveys of the effect of advertising are also important.

During 1963 the Hong Kong Tourist Association compiled two reports based on research of the visitor to Hong Kong. The reports provide useful information to the many organizations connected with travel and tourism. The Association also commissioned an organization in the United Kingdom to study and submit a report on the existing and potential travel market of the United Kingdom and Europe which is a vast and rich market for travel promotion. The report has been submitted and will be used for planning future operations.

Promotion and Publicity. The Hong Kong Tourist Association came into active existence in the early part of 1958. The Associa- tion is mainly financed by a subvention made by Government, which is supplemented by small fees charged to its members. The objects of the Association are to increase the number of visitors,