334 | Travel and Tourism
standards offered to visitors. By end 2004, more than 1 000 retail and catering businesses, representing some 4 700 outlets, have received QTS accreditation. The QTS Scheme was enhanced in December 2003 to raise the service standards for shops and restaurants through a more stringent accreditation and surveillance system and strengthen the quality destination image of Hong Kong. It also increased visitors' confidence in patronising QTS shops and restaurants through vigorous promotions, and by bringing in more merchants to provide greater variety of choices for visitors.
A Service Quality Study on tourism-related industries was commissioned to identify tourists' perception of quality of services and look into how the industries: were performing to match up with tourists' expectation. The study results will be used as reference for setting service quality standards for each industry and assist the industries in continuous improvement.
A hospitality culture in the community is essential to the sustainable development of the tourism industry. The Tourism Commission will continue to run the territory-wide public education campaign entitled 'A Hospitable Hong Kong' to promote a hospitality culture. One of the key programmes is the Hong Kong Young Ambassador Scheme, which aims to groom a cadre of young people to serve as 'ambassadors' to overseas visitors and to spread hospitality messages among peers. A series of TV and radio announcements promote the hospitality culture among the community.
Facilitation of Visitor Entry
The Individual Visit Scheme, introduced by the Mainland authorities to allow residents there to visit Hong Kong in a personal capacity, now covers 32 Mainland cities, including those in Guangdong province, Beijing, Shanghai and nine cities in Fujian, Jiangsu and Zhejiang. The scheme has been well received, with over 4.25 million Mainland visitors coming under this scheme in 2004.
The Tourism Commission coordinated efforts among various government departments and the tourism industry to draw up measures to cope with the upsurge in Mainland visitors, especially during the 'golden week' holidays. The tested measures have demonstrated Hong Kong's capability to receive a large number of visitors during peak holiday seasons.
Hong Kong Tourism Board
The HKTB is a subvented organisation responsible for marketing and promoting Hong Kong internationally as a destination for leisure and business travel. With a board of 20 non-executive members drawn from the local community and representing all major sectors of the tourism and related trades, it operates through a Head Office in Hong Kong, 13 other worldwide offices and eight representative offices.
Through its various marketing activities, the HKTB strives to reinforce Hong Kong's standing as a world-class city and the most preferred destination in Asia. It aims to increase the number of visitors to Hong Kong by promoting the city's unique diversity and sophistication and enhancing their experience and satisfaction when
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