ENG-2004 — Page 397

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they arrive, thus maximising their contribution to the economy in terms of length of stay and spending.

The HKTB undertakes extensive market research to assess industry trends, perceptions of Hong Kong in the overseas markets and feedback from departing visitors. The board shares information with the Government and its tourism industry partners to enable visitor facilities, products and services to be planned most effectively and the industry to capitalise on new business opportunities.

A wide range of marketing strategies is employed to target different markets and segments worldwide. Many of the HKTB's promotional efforts are directed through the international travel trade and media. In 2004, the HKTB hosted over 3 000 international media visitors and travel trade representatives on familiarisation trips.

The HKTB also works with local tour operators to help them develop new products that complement the Board's marketing campaigns and mega-events. A total of 15 new regular or event-related tours were introduced in 2004.

The HKTB cooperates with the Mainland and other Asian tourism bodies to promote Hong Kong as part of the multi-destination itineraries. The HKTB and its Pan-Pearl River Delta counterparts have already developed strategies for marketing the region's attractions internationally, with Hong Kong positioned as the major hub and gateway. Joint promotions were undertaken at the Japan Association of Travel Agents World Travel Congress in Tokyo and the American Society of Travel Agents World Travel Congress in Hong Kong, both in September 2004.

Information Network

The HKTB provides Visitor Information and Services Centres in Central and Tsim Sha Tsui, as well as information counters at the Hong Kong International Airport and Lo Wu border crossing. In 2004, these centres assisted 1.67 million visitors, distributed 9.6 million pieces of visitor literature and handled over 84 000 enquiries.

During peak periods such as Chinese New Year and the two Mainland 'golden week' holidays in May and October, the HKTB staff provide special 'meet and greet' services at major entry points, distributing Welcome Packs and latest tourism information to incoming visitors.

The DiscoverHongKong.com consumer web site now receives over seven million page views per month. The HKTB also maintains a special web site, called 'PartnerNet', for local and international travel trade partners.

Marketing

Live it, Love it!' marketing

In 2004, the HKTB continued with its 'Hong Kong campaign, and focused on 16 major markets worldwide that account for 92 per cent of all visitor arrivals. Special promotions were launched in markets that showed a slower recovery, including Japan and Taiwan. The HKTB also devised special initiatives to attract high-yield segments such as business and family travel, to encourage visitors to extend their stay and increase spending.