ENG-2001 — Page 375

TRAVEL AND TOURISM

During the year, the Tourism Commission launched a region-wide public education campaign titled 'A Hospitable Hong Kong'. A particular target of the campaign was the youth of Hong Kong. As part of this, the commission began the Hong Kong Young Ambassador Scheme to groom a cadre of young leaders who can serve as Hong Kong 'ambassadors' by providing assistance to overseas visitors, under the guidance of the Tourism Commission and the HKTB. This scheme will provide a focal point for spreading the hospitality messages among young people. Those taking part attend a three-week training programme and are given opportunities to learn more about Hong Kong's culture and history. Another activity launched under the campaign was a TV Quiz Games Show, broadcast from September to December.

Facilitation of Visitor Entry

In October, agreement was reached with the Mainland authorities to abolish the quota system applicable to the Hong Kong Group Tour Scheme from January 2002 onwards and to increase the number of designated travel agents authorised to offer Hong Kong tours to residents of the Mainland. The Mainland authorities have also agreed to extend the effective period for multi-business visit endorsements from the existing six months to a maximum of three years, with each duration of stay in Hong Kong extended to 14 days. The expected growth under both the Hong Kong Group Tour Scheme and the Business Visit Endorsement Scheme is promising: in the first year following implementation it is anticipated there will be an increase of some 300 000 visitors from the Mainland, bringing in additional tourism receipts of $1.5 billion.

Taiwan is the HKSAR's second largest source market for tourism. Steps have been taken to facilitate entry of visitors from Taiwan by reducing the time required to process their permit applications and providing additional channels for application. The Immigration Department has shortened the processing time of multiple Taiwan Visit Permits to two working days. The department will also introduce an iPermit Scheme in early 2002 to further facilitate the entry of Taiwan residents.

Hong Kong Tourism Board

The Hong Kong Tourist Association (Amendment) Bill was passed by the Legislative Council in April, paving the way for the reconstitution of the HKTA as the Hong Kong Tourism Board (HKTB).

Officially charged with marketing and promoting Hong Kong around the world as a destination for leisure and business travel, the HKTB will provide Hong Kong with a more dynamic and flexible presence in the increasingly competitive global tourism. market. With a board of 20 non-executive members, drawn from the community and including representatives from the tourism and related trades, as independent members, the HKTB is better able to serve tourists and the tourism related sector than under the previous membership structure.

The HKTB's role is to uphold Hong Kong's position as a world-class city and the most preferred destination in Asia. It aims to increase the number of tourist arrivals, their spending and length of stay by 'choreographing' the entire tourist experience, from when visitors plan their trip, to enhancing their experience of Hong Kong after they arrive and gathering feedback upon their departure.

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