ENG-1992 — Page 337

TRAVEL AND TOURISM

The HKTA has built up a network of 17 overseas offices through which overseas marketing of Hong Kong as a travel destination is primarily undertaken. It also has agreements with Cathay Pacific Airways Ltd. whereby the airline acts as the association's information agent in an additional 42 cities around the world.

The year 1992 continued to be an active year for the HKTA. It headed Hong Kong delegations to 13 major travel trade events overseas, including the World Travel Market in London and International Tourism Bourse in Berlin. It also participated in Festival Hong Kong '92 in Canada to promote Hong Kong as a travel destination to potential visitors from that market. The association was involved in a travel agency window display contest, a Hong Kong carnival, travel trade seminars, a Hong Kong food festival, dragon boat races and department store promotions.

In conjunction with such other travel industry partners as the Hong Kong Hotels Association and airlines, the HKTA carried out various marketing campaigns overseas. They included: a South-East Asia roadshow to Bangkok, Singapore, Kuala Lumpur, Jakarta and Manila; a Hong Kong/Macau ‘update seminar' in five Japanese cities; and a Hong Kong travel mission to Taiwan.

Familiarisation visits to Hong Kong were arranged for 4 160 travel agents and a further 640 visiting travel trade personnel were briefed to encourage them either to include Hong Kong in their itineraries or to extend the Hong Kong portion of their Far East packages. In addition the association assisted 1430 overseas media representatives with their coverage of Hong Kong. For example 66 food writers and members of television crews were brought in to cover the 1992 Hong Kong Food Festival, resulting in extensive overseas publicity for Hong Kong's culinary attractions.

In co-operation with Cathay Pacific Airways Ltd. the HKTA initiated a Friends of Hong Kong Super City programme which aims to develop a corps of Hong Kong and Cathay Pacific supporters in travel agencies overseas which have a track record of promoting Hong Kong. The programme enables travel agency staff to give better advice about Hong Kong when discussing holiday plans with their clients.

In the marketing of Hong Kong as a tourist destination, the HKTA organised a series of events to promote the territory as a year-round travel destination, marketing its unique blend of East and West and extensive range of attractions. For example, the Hong Kong Dragon Boat Festival – International Races 1992, considered the premier championship of this sport, was organised in June for the 17th consecutive year and again received wide international publicity. A total of 29 overseas and 127 local teams competed in the race programme and the Row for Charity events raised HK$1.2 million for the Com- munity Chest. In addition the HKTA marketed other special events such at the Hong Kong Arts Festival and the Cathay Pacific/Hong Kong Bank Invitation Seven-A-Side Rugby Tournament which highlighted Hong Kong's role as a major venue for performing arts and sports.

The association also actively promoted Hong Kong as a venue for convention and incentive travel business. Efforts made in this area have been rewarded in a 15.0 per cent increase in delegates attending conventions and exhibitions in Hong Kong. Highlights included the 1992 Pacific Area Travel Association Conference, one of the most prestigious travel trade events, which was held in Hong Kong in March, when some 1 500 travel industry leaders from around the world experienced first-hand Hong Kong's unique blend of East and West as well as its sophisticated facilities. In June, the 75th Lions Clubs

283