ENG-1982 — Page 220

160

IMMIGRATION AND TOURISM

The HKTA has its own representative offices in London, Paris, Rome, Frankfurt, New York, Chicago, San Francisco, Sydney, Auckland, Tokyo, Osaka and Singapore; details are given at Appendix 2. Additionally, the association is represented by Cathay Pacific Airways in Southeast Asia, Japan, Western Australia, the United States, Bahrain and Dubai.

The HKTA aims to maximise tourism revenue by attracting more visitors from poten- tially high-yield market segments, or with special interests, who will stay longer and spend more on a greater variety of goods and services. In addition, the HKTA seeks to develop additional high volume group business from markets with above average per capita expenditure. The association also works closely with its members and with others connected with the tourism industry to promote Hong Kong overseas and to develop and maintain facilities for visitors.

The supply of hotel rooms has been increased substantially with the recent completion of a number of hotels in the East Tsim Sha Tsui area. During 1982, the average occupancy rate of Hong Kong hotels was 82 per cent. It is projected that four new hotels will be opened by the end of 1983, providing 18 085 extra rooms. To maintain occupancy rates and to develop business in the off-peak months, the association pursues highly selective and flexible marketing policy and an active product development programme.

Tourism to China continues to grow, bringing with it a bonus for Hong Kong in the form of an increasing number of business and pleasure travellers who stay here either on their way to or from China. Day tours to China have provided an extra dimension to a holiday in Hong Kong and the HKTA is actively promoting these tours. Close liaison with the Chinese tourism authorities is continuing.

Developing Facilities for Visitors

The objective of the HKTA's Product Development and Tour Development departments is to preserve and improve visitor attractions and facilities and to encourage the develop- ment of new projects. These not only increase Hong Kong's attractions as a visitor destination but also help to boost the length of stay of visitors a direct means of increasing revenue for the tourism industry.

The efforts of the two departments have been concentrated on encouraging investment and development in hotels, holiday resorts, restaurants and other visitor facilities, and on the promotion of festivals, special interest tours and culture.

An experimental tour to the more scenic and peaceful side of the New Territories covering Route TWSK, Shek Kong, Luk Keng and Plover Cove was introduced, diverting the usual tourist traffic from the congested roads through the new towns and industrial developments. Local tour operators are more active than before in creating and promoting new tours, using imaginative and diversified routes and a variety of transport. Itineraries include Sai Kung, Tolo Harbour, Stanley, Tai Tam and Lantau Island.

On the training side, the HKTA organised two courses for tour co-ordinators, for the first time using Cantonese and Mandarin as the medium of instruction.

The Fifth International Dragon Boat Races, held off the East Tsim Sha Tsui waterfront, attracted six overseas teams and a record number of 80 local teams. The event was broadcast live by a local television station and received extensive media coverage both locally and overseas. It also raised $530,000 for the Community Chest.

During 1982, other product development activities included the annual lantern carnivals in Victoria Park, Morse Park and Central District; the Bun Festival on Cheung Chau Island; and weekly cultural shows presented free of charge at two venues.