ENG-1982 — Page 221

IMMIGRATION AND TOURISM

Marketing Hong Kong

161

The selective marketing programme concentrates on developing high-yield markets such as incentive travel, special interest tour groups and international conferences and business meetings, all of which are becoming an increasingly important element of Hong Kong's visitor intake.

Hong Kong has become the venue for a growing number of international meetings by business groups and professional organisations, and in 1982 there were over 340 international conferences.

The tourism industry's priority markets in all visitor-producing countries are the high- spending visitors. The objective is to maximise total visitor expenditure for the benefit of Hong Kong while bearing in mind the need to ensure good occupancy rates for the new hotels through the promotion of additional high-yield group business.

Specific marketing projects during the year included moves to diversify established travel patterns from the peak season months to the lower occupancy periods, with low-season promotions conducted in the Philippines and Australia. In Japan, the concept of better quality tours continued to be encouraged with specific retail agents in 10 cities acting as official representatives for HKTA to promote Hong Kong.

On the research side, a regional quantitative research project was conducted in Malaysia, the Philippines, Singapore and Thailand to assess the potential of the travel business from these countries to Hong Kong. Qualitative and quantitative research projects were launched in Japan to measure communication effectiveness. Other projects included a survey on tourism industry employees to identify the problem areas regarding discourtesy. During the year, major promotional campaigns were mounted in the United States, Japan, the United Kingdom, West Germany, France, the Philippines, Singapore, Australia, New Zealand and Korea to increase interest in Hong Kong as an exciting tourist destination. These trade and consumer promotions effectively communicated the colour and culture of Hong Kong through film shows, audio-visual presentations and live performances by craftsmen, chefs and entertainers. Many travel industry executives visited Hong Kong in 1982 from all parts of the world. They were briefed and familiarised with attractions and facilities by the HKTA.

Print was the main medium used in extensive consumer and travel trade advertising campaigns mounted world-wide. More than 5.5 million printed items were produced in 12 languages in 1982 for distribution in Hong Kong and overseas. They included a wide range of information leaflets, guidebooks, specialist travel trade publications and display material.

Efforts continued in Hong Kong to improve the service, courtesy and facilities that visitors are offered. A 30-second commercial was produced and broadcast on local tele- vision stations for promotion of courtesy and service in Hong Kong. Plans were made for a renewed courtesy campaign.

A compulsory gold marking scheme was introduced in January 1982 and the association's gemmological consultants carried out regular inspections of member shops.

As in previous years, events such as the International Dragon Boat Races, the Hong Kong Arts Festival, the Hong Kong International Film Festival, the Mid-Autumn Festival and the Festival of Asian Arts attracted wide international publicity and HKTA arrangements for the media greatly increased the scope and effectiveness of the publicity generated. About 960 media visitors were the guests of the HKTA during the year.