ENG-1991 — Page 335

TRAVEL AND TOURISM

The industry suffered a set-back with the outbreak of the Gulf War early in 1991, compounded by economic recession in parts of Europe, the USA, Canada and Australia. After falls in visitor arrivals for several months after the Gulf War, the figures gradually recovered and the total number of arrivals for the year was an all-time high.

Hong Kong Tourist Association

The HKTA was established by the Hong Kong Government in 1957 to develop the territory's tourism industry for the benefit of Hong Kong. The Association works to increase the number of visitors to Hong Kong; promotes the improvement of visitor facilities; secures overseas publicity for the territory's attractions; co-ordinates the activities of the tourism industry, and advises the government on matters relating to the industry.

The chairman and members of the Board of Management of the HKTA are appointed by the Governor. The association receives an annual subvention from the government to assist it in carrying out its work. It also derives funds from membership dues, the sale of publications and souvenirs, and from its own commercial tours.

At the end of December 1991, the association had 1 833 members, comprising airlines, hotels, travel agents, tour operators, and retail, restaurant and other visitor service establishments.

The association maintains two Information and Gift Centres: at the basement of Jardine House and at the Kowloon Star Ferry concourse, and an information counter at the International Airport at Kai Tak. Together, these centres assisted two million visitors in 1991. The Hong Kong Video Guide, with advice on transport, shopping, sightseeing, dining, culture and nightlife, and introducing HKTA visitor information services, was shown via the in-house video channels of member hotels. In addition, a 30-second video clip on HKTA services started showing on the Hong Kong Channel, a new hotel video service.

The HKTA also operates a multilingual telephone hotline service for visitors in Hong Kong, providing general information and shopping advice. Enquiries from 54 498 visitors were answered during the year. The information service of the HKTA is offered in nine languages. During 1991, the association distributed some eight million pieces of literature in 11 languages to visitors on arrival.

The marketing strategies of the association are designed to attract higher-yield visitors to Hong Kong and to encourage them to stay longer in the territory. The Hong Kong - Stay an Extra Day campaign is designed to broaden visitors' awareness of Hong Kong's varied attractions. This was reinforced by the launching early in 1991 of the Hong Kong a la Carte scheme. This rewards travellers booking a longer-than-average holiday in Hong Kong with special offers from retail outlets, restaurants, nightlife establishments.

Overseas marketing of Hong Kong as a travel destination is undertaken primarily through 14 overseas offices located in Auckland, Barcelona, Chicago, Frankfurt, London, Los Angeles, New York, Osaka, Paris, Rome, Singapore, Sydney, Tokyo and Toronto. The association also has agreements with Cathay Pacific Airways whereby the airline acts as its information agent in an additional 42 cities around the world. Overseas promotional campaigns are also carried out in conjunction with other agencies such as the Hong Kong Hotels Association. Responding to the effect of the Gulf War, the association organised a series of 'no-frills' sales blitzes in March 1991 in cities in Taiwan, Japan, South Korea and some South-east Asian countries to enable members of the Hong Kong travel trade to promote business with their overseas contacts.

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