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HKTB WELCOMES AND SUPPORTS GOVERNMENT'S PROPOSAL TO DEVELOP FOUR MARKET SEGMENTS

The Hong Kong Tourism Board (HKTB) welcomes the tourism-related proposals announced today (6 March) by The Hon Antony Leung, JP, Hong Kong's Financial Secretary, in his Budget Speech, in particular his assurance of the importance of the tourism industry to the economy, as well as the need to further develop four specific market segments.

To support this proposal, the HKTB will organise a wide range of promotions and marketing activities to reinforce Hong Kong's status as one of Asia's most popular single travel destination.

Speaking to the Legislative Council, Mr Leung emphasised that Hong Kong must develop more attractions and improve existing tourist facilities. At the same time, four specific market segments - namely exhibitions and conventions related-business travel, family travel, eco-tourism and cultural tourism - should be further developed.

HKTB Chairman, The Hon Mrs Selina Chow, JP, said the Board's promotion and marketing strategies in the coming financial year complements Government's related policy directions. "In fact, our marketing strategies have been targeting a number of high-yield visitor segments," she explained. "Apart from visitors who came to Hong Kong to attend conventions and exhibitions (whose per capita spending stood at HK$10,575 in 2001), family travellers and visitors with special interests are also our major targets. We hope that the Government can develop tourist attractions and facilities that hold broad appeal for family travellers and for visitors who are interested in eco- /green tourism and cultural tourism as soon as possible, so as to further strengthen Hong Kong's attractiveness and competitiveness."

Statistics show that, in 2001, visitors who came to Hong Kong to attend conventions and exhibitions totalled nearly 400,000, up 27% over 2000. Family travellers, a market segment with great development potential, accounted for 8.24% of total visitors. Of the 13.7 million visitors, 24% expressed interest in eco-/green tourism and 27% in cultural tourism activities. The HKTB agrees that Hong Kong possesses great advantages in these sectors mentioned, and with appropriate packaging and promotion, can provide very attractive products for visitors. 

"In the coming year, the HKTB will continue to reinforce Hong Kong's status as the top destination in Asia," Mrs Chow said. "The City of Life: Hong Kong is it! tourism campaign, which has been running for almost 12 months, is proving to be an effective marketing promotion. It serves its purpose in enriching visitors' travel experience by stimulating them to take part in cultural and traditional events, as well as encouraging exploration of different districts. We will also develop new tours catering to different needs and preferences." 

In terms of promoting Hong Kong as a convention and exhibition destination, the HKTB will put forward focused marketing strategies and will strengthen communication with trade partners in its long- and short-haul markets.

To ensure visitors are offered value-for-money service and to further enhance service standards, the HKTB will be building on its "Be a Good Host" promotion and the Quality Tourism Services scheme.

In the coming financial year, the HKTB will also organise two new major initiatives - a tourism orientation programme and a data warehouse. The Tourism Orientation Programme is a pre-employment training scheme that serves to train new front-line service staff. In this programme, graduates of tourism-related subjects will be offered opportunities to work in various organisations. The Data Warehouse, on the other hand, will provide a more intensive and comprehensive data bank to facilitate information collection and analysis.

Despite the fact a Goods and Services Tax will not be introduced immediately, the HKTB again recommends prudent consideration be taken on the possible negative impact it may cause to visitors, as well as to Hong Kong's image as one of Asia's most popular single travel destination.

The HKTB is also concerned with the Government's proposal to increase taxes on wine, as this is a favourite product for many visitors who enjoy dining in Hong Kong. The HKTB took the view that before implementation, the possible impact on visitor consumption should be taken into account.