ENG-2002 — Page 367

TRAVEL AND TOURISM

attractions in a way that will most appeal to different target markets, and enhancing visitors' experience when they arrive.

Many of the HKTB's world-wide promotional efforts are directed through the trade and media. Major travel agents and wholesalers are kept informed of the latest attractions and given assistance to develop attractive packages that include a stay in Hong Kong. In 2002, the HKTB hosted more than 1 550 international media representatives from 30 countries and regions on familiarisation visits.

The HKTB undertakes extensive market research and monitoring to assess industry trends and visitor feedback, and shares this data with its tourism industry partners.

Information Network

The HKTB maintains Visitor Information and Services Centres on Hong Kong Island (in The Center, Queen's Road Central), and in Kowloon (on the Star Ferry concourse in Tsim Sha Tsui), as well as information counters at the Hong Kong International Airport.

Visitors can also obtain information on events and attractions through self-service Visitor InfoPoints in district offices and areas popular with tourists, and through electronic kiosks in Mass Transit Railway and Kowloon-Canton Railway stations.

The HKTB's award-winning discoverhongkong.com consumer website now receives around four million page views a month. In addition, the board maintains a specialised website, PartnerNet, providing information on Hong Kong to the local and international travel trade. This site was substantially upgraded during the year.

In 2002, the HKTB helped some 1.4 million visitors directly through these information points or by responding to enquiries received by mail, on the Internet, through its Visitor Hotline or at information counters set up at major international conventions and exhibitions.

About 10.3 million pieces of HKTB literature were distributed during the year by the board and through partner organisations such as hotels, shopping centres, airlines and public transport operators.

The HKTB provides a Visitors Kit and information on current attractions for visitors, as well as booklets on specific areas of interest such as Museums and Heritage and Hong Kong Walks. A second edition of the popular, trilingual Best of the Best Culinary Guide was produced in late 2002. The HKTB's main promotional publication for overseas consumers, the Traveller's Guide, is published in several different languages and editions, while a number of specialist publications are also produced for the travel industry.

Marketing

A majority of the HKTB's marketing activities during 2002 centred on the two-year 'City of Life: Hong Kong is it!' campaign. The campaign was organised by the HKTB in cooperation with the Home Affairs Department, the Leisure and Cultural Services Department and the Tourism Commission, with the support of the District Councils and with the Hong Kong Jockey Club Charities Trust as principal sponsor.

Recognising a growing interest among visitors to learn more about Hong Kong's traditional lifestyle and culture, especially those from the 'long-haul' markets, the HKTB expanded its Cultural Kaleidoscope programme in 2002 and extended it to all markets world-wide. This programme enables visitors to 'Meet the People' and learn

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