ENG-1985 — Page 270

IMMIGRATION AND TOURISM

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Transit Centre. At the end of the year, there were still 2 159 refugees in the Jubilee Transit Centre, and 2 384 in the Kai Tak Transit Centre, which continued to be managed by the Hong Kong Red Cross. More than 1 500 had been living in these temporary transit centres for over six years.

Tourism

During the year, Hong Kong earned an estimated $14,700 million (up five per cent over 1984) from the 3 400 000 visitors to the territory (a rise of nine per cent).

Hong Kong Tourist Association

The Hong Kong Tourist Association (HKTA) is responsible for developing tourism. A statutory body set up by the government in 1957, the HKTA co-ordinates the activities of the tourism industry and advises the government and the industry itself on measures aimed at ensuring growth.

The chairman and members of the board of management of the HKTA are appointed by the Governor. The HKTA derives over 90 per cent of its income from a subvention from the government. Members dues and the sale of publications and souvenirs provide the greater part of the remainder of its revenue.

The HKTA's headquarters are in Connaught Centre, in Central District on Hong Kong Island. The headquarters also encompass an information and gift centre, and another such centre is located at the Star Ferry Concourse in Tsim Sha Tsui. These centres and the information counter at Hong Kong International Airport gave assistance to more than 1 150 000 visitors in 1985. In addition, the HKTA operates both English and Japanese- language hotline telephone services, which together received over 26 000 calls during the year. All enquiries, whether in person or by telephone, are monitored to provide further insight into visitor interests and spending patterns.

Following the development of several hotels and shopping centres in recent years in Tsim Sha Tsui East, the HKTA opened, in October, a new tourist information and gift centre there.

The overseas marketing of Hong Kong as a destination is carried out primarily through the HKTA's overseas offices and representatives working in conjunction with the local travel trade. Offices are located in San Francisco, New York, Chicago, Sydney, London, Frankfurt, Singapore, Tokyo and Osaka, and there are representatives in Paris and Rome. In addition, the HKTA is represented by Hong Kong-based Cathay Pacific Airways in 48 cities in Asia, the United States, Europe, Australia and New Zealand, and the Middle East, where the association does not have an office of its own.

In 1985, the HKTA's marketing policy covered three main themes. These promoted Hong Kong as 'a destination for all seasons', as an ideal venue for international conferences and exhibitions, and as a 'must' destination for tourists visiting Asia. The first theme conveyed the message that the territory has much to offer visitors throughout the year, not just in the peak season of October/November. The second reflected a steady growth in the number of international conferences and exhibitions held in Hong Kong, rising from 15 events in 1976 to around 500 in 1985. The large Hong Kong Convention and Exhibition Centre now being developed on the Wan Chai waterfront will add to Hong Kong's appeal as a venue. When completed in 1988, it will enable Hong Kong to stage international conferences for up to 5 000 people. The third theme took account of studies showing that combining Hong Kong with other destinations in the region is an effective measure in overseas marketing.

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