HONG KONG 2004 - Travel and Tourism

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 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.

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.

In 2004, the HKTB continued with its 'Hong Kong — Live it, Love it!' marketing 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.

Efforts to increase regional awareness of Hong Kong's family attractions were further stepped up in 2004 to strengthen the city's reputation as a family destination. The HKTB ran special family promotions in the Mainland, Taiwan and Southeast Asia and distributed Hong Kong Family Fun Guide and Junior Explorer's Passport, providing attractive discount offers for family groups.

The HKTB continued to stage a series of themed mega-events to attract more visitors, and to make them extend their duration of stay and increase spending. The Tourist Board also organised the Best of the Best Culinary Awards for the fourth consecutive year in October and Hong Kong WinterFest for the third year in December.

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

The convention and exhibition sector has recovered very well in 2004 with some 218 conventions and 53 exhibitions attracting over 380 000 international visitors, surpassing the 2002 level. There was strong growth in the number of Mainland delegates, demonstrating Hong Kong's strength as a hub and meeting place for conducting business in China. Notable events included the prestigious Forbes Global CEO Conference and the American Society of Travel Agents World Travel Congress.

During the year, Hong Kong also secured a number of important bookings for conventions and exhibitions, including the Sixth Ministerial Conference of the World Trade Organisation in December 2005, which will bring 11 000 high-profile delegates and international media to the city, and the ITU Telecom World 2006, which is expected to attract up to 100 000 attendees worldwide.

Cruise travel is another important, high-yield sector of the tourism industry. In addition to being the home port for several regional cruise ships, Hong Kong is a popular calling point for international cruise liners.

Although this sector has not yet staged a full recovery due to the long lead time of international cruise schedules, forward ship calls indicate that passenger levels will stabilise in 2005 and show growth from 2006 onwards.