ENG-1986 — Page 274

IMMIGRATION AND TOURISM

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Marketing strategies are designed to promote higher-yield markets, with emphasis on increasing the amount spent in Hong Kong and encouraging visitors to return. The 3.73 million visitors to Hong Kong in 1986 came primarily from the United States and Canada (22.3 per cent), Southeast Asia (19.7 per cent), Japan (19.5 per cent), Western Europe (15.4 per cent) and Australia and New Zealand (8.1 per cent). Some 50 per cent were repeat visitors.

The HKTA places emphasis on co-operative advertising in conjunction with airlines, wholesaling agents and hotels. Special seasonal campaigns for summer and winter were held with Hong Kong hotels in various overseas markets. Promotional visits are arranged for travel agents and members of the media from overseas to come to Hong Kong to experience the tourism product. In 1986, 4 670 agents and 1 050 members of the media were hosted in Hong Kong and briefed on the new and future developments. Visits made in conjunction with the HKTA are designed to coincide with special events. For example, during the International Dragon Boat Races in Hong Kong in 1986, 92 members of the media were hosted by the HKTA. A total of 21 overseas and 91 local teams competed in the races, and $680,000 was raised for the Community Chest by the holding of special 'row-for-charity' races.

During the year, the HKTA also continued to organise three tours aimed at widening the visitor appeal of Hong Kong. These were the 'Come Horseracing' tour, which enables visitors to attend the two race courses in Hong Kong, "The Land Between Tour', which gives an insight into the rural aspects of the New Territories, and takes visitors to areas not included in other tour itineraries, and the 'Sports and Recreation Tour', which enables tourists to use the facilities at a private golf and country club. Nearly half of all visitors to Hong Kong take at least one organised tour in Hong Kong.

The-association again conducted the 'Student Ambassador Programme', under which 100 Hong Kong students going overseas to study take part in a month-long programme to acquaint themselves with all aspects of Hong Kong so they may speak more knowledgeably about their home while overseas.

The HKTA also continued its 'Effective Selling Skills' Certificate programme, which is designed to provide those in the retail trade wishing to optimise, through courteous service to the tourist, their retail opportunities. In another programme, the 'Shop N Win' promotion held with six sole agents and 64 member outlets, some 120 prizes were given away to winning overseas visitors.

During the year, several new hotels opened, adding over 2000 rooms to the 18 180 already available. The association continued to conduct the ‘Hotel Reservation Monitor System', which assists the travel trade overseas in making advanced bookings.