ENG-1963 — Page 298

TOURISM

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to promote the development of the Colony as a holiday resort and the improvement of facilities for visitors, to secure overseas publicity, to co-ordinate the activities of those engaged in the tourist trade, and to make appropriate recommendations to the Governor.

To attract visitors to Hong Kong, a consistent, planned and strong promotional programme is kept in continuous operation. This is done by a regulated supply of brochures, guide books, posters, display material and up-to-date information directed to leading travel agents, carriers and promoters of travel in all the main areas of the world where international travel is generated. At the end of 1963, the Tourist Association mailing list consisted of approximately 6,750 channels of distribution in 86 countries. All printed material used by the Tourist Association is produced in the Colony.

During 1963 more than one million pieces of promotional material were sent overseas. This effort was supported by an advertising programme in newspapers, periodicals and trade publications. Up to the present time, the main focus of advertising has been on the North American continent, Australia and to a lesser degree the United Kingdom and Europe. Every effort was made to obtain the maximum impact in the best market with the limited resources available.

Films also played an important part in overseas promotion. During the past two years 270,478 people in all the states of the USA saw the Association's promotional film A Million Lights Shall Glow. This was achieved through the use of 50 prints of the film distributed by a New York film lending library. The Tourist Association also participates in selected trade and travel fairs and exhibitions, usually in co-operation with the Department of Commerce and Industry and other Government departments.

In 1963, exhibitions were held in Melbourne, Sydney, Frankfurt and Boston.

The public relations campaign in the United States achieved satis- factory results. Hong Kong was made better known there through the publication of two books featuring the Colony and through numerous articles in American magazines and newspapers. It is estimated that six million television viewers saw an American