ENG-1978 — Page 197

IMMIGRATION AND TOURISM

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accepted features of the Hong Kong scene for visitors and residents alike. The objec- tive of the association's Product Development Department is to preserve and improve such facilities and to develop new projects. These not only increase Hong Kong's attractions as a tourist destination, but help to increase the length of stay which is a direct means of increasing revenue for the industry.

One of the most successful projects to date has been the annual International Dragon Boat Races, which featured teams from Japan, Malaysia, Singapore and Hong Kong in 1978. Other activities included organisation of the Seven Sisters' Festival, cultural shows, new and improved tourist guide training courses and tours, increased visitor amenities, and participation in the Osaka Trade Fair.

Marketing

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The selective marketing programme concentrates effort and expenditure in markets with the greatest potential for development, and for such specific activities as tours by special interest groups or the organisation of international conferences and conven- tions, which are an increasingly important part of Hong Kong's tourism industry.

The HKTA's Conferences and Meetings Department was formed in 1977 to provide information and assistance to conference organisers. Hong Kong has become the venue for an increasing number of international meetings by professional organisa- tions and business groups. Important meetings during 1978 included the First Asian Conference of Foreign Exchange Dealers, the Commonwealth Mining and Metal- lurgical Conference, the Mont Pelerin Society Annual General Meeting, and the Seatrade Conference. Altogether there were 90 international conferences, with a total overseas' attendance of 14,582.

Specific marketing projects during the year included a continuing drive to upgrade the business from Japan, Hong Kong's largest tourist source. For the past four years, more than 23 per cent of Hong Kong's visitors have come from Japan but Japanese visitors have, on average, stayed the shortest time. The marketing effort in Japan con- centrated on higher income groups and more interesting itineraries, but other attrac- tions of Hong Kong were not forgotten. A film, Romantic Hong Kong, was produced to introduce Hong Kong to Japan's honeymoon market. This programme had an encouraging response and is helping to improve the image of Hong Kong as a destination.

Hong Kong has been a destination for company incentive tours from Japan for several years. During 1978 the HKTA promoted Hong Kong as an incentive travel destination in other countries, notably the United States, Australia, New Zealand, the United Kingdom and in Europe. In those countries the association also emphasised special interest tours to the Hong Kong Arts Festival, the Ready-to-Wear Festival, to sample Chinese cooking and to enjoy horse-racing.

Promotional activities during 1978 included participation in the Sapporo Snow Festival in Japan, the American Society of Travel Agents Convention in Acapulco, the Incentive Travel and Meeting Executives Show in Chicago, the International Con- gress and Convention Association Conference in Madeira, the International Tourism Exchange in Berlin, and the Australian Federation of Travel Agents Convention in Adelaide. A programme of consumer and travel trade promotions was mounted in all