ENG-2006 — Page 372

304 | Travel and Tourism

literature, and handled more than 88 000 enquiries through various channels including the Visitor Hotline. The HKTB also operates a Visitor Information and Services Centre in Beijing to cater to the growing demand for information from Mainland travellers.

The discoverhongkong.com consumer website now receives more than 12 million page views per month. To meet the increasing demand from travellers for information about activities, interesting events, shopping and dining recommendations and other attractions in Hong Kong, the HKTB launched a new Hong Kong Mobile Host service in July in collaboration with five mobile network operators to meet this demand. The service provides on-the-spot commentaries and is available in voice mode in English, Putonghua and Cantonese and in text and graphic format via Wireless Application Protocol (WAP).

Marketing

The HKTB strives to maintain a diversified portfolio of visitors. During the year, the HKTB campaigns paid particular attention to 16 major overseas tourist markets that together account for about 93 per cent of visitors to Hong Kong. The HKTB adopts a flexible and integrated approach to meeting different market needs, including electronic and print media advertising, trade and consumer promotions, trade and media cooperation activities, online marketing and public relations campaigns.

During the 'Discover Hong Kong Year' campaign, the HKTB stepped up its efforts to market and promote the diversity of Hong Kong's new and existing attractions, and its Mega Events programme.

The HKTB also continued its efforts to attract high-yield segments, such as business and family travellers. The themed Mega Events programme has proved successful in attracting visitors and making their stay more enjoyable. Six Mega Events the International Chinese New Year Night Parade, the Culture and Heritage Celebration, Hong Kong Shopping Festival, the Mid-Autumn Lantern Celebration, and Hong Kong Winterfest - as well as the Best of the Best Culinary Awards - held during 2006.

Convention and Exhibition Travel

were

Hong Kong is widely recognised as the conventions and exhibitions capital of Asia and continues to attract leading international events to its shores. The HKTB provides strong support services to organisations planning to stage major events in Hong Kong.

This sector continued to perform strongly in 2006 with the staging of some 218 conventions and 78 exhibitions, attracting more than 779 000 international visitors, surpassing the previous year. The year's big events included the Pacific Asia Travel Association Travel Mart and the ITU TELECOM WORLD 2006, with the latter bringing some 11 400 visitors to Hong Kong. The HKTB, working closely with overseas business communities, continues to promote Hong Kong around the world as an ideal place for corporate meetings and incentives destination. Some 828 000