HKTA LAUNCHES ‘HK SHOWCASE’ PROMOTION IN BEIJING

 The Hong Kong Tourist Association (HKTA) has launched a promotional programme entitled HK Showcase at Sun Dong An Plaza, Beijing, highlighting Hong Kong’s tourist attractions and quality tourism services.

The eight-day programme is co-organised by the Office of the Government of the Hong Kong Special Administrative Region in Beijing and sponsored by Chow Sang Sang Holdings International Limited; Ocean Park Hong Kong; Hong Kong Dragon Airlines Limited, and Beijing Sun Dong An Corporation Limited.

HK Showcase comprises three elements:

· Hong Kong Week (23 to 28 September) at Sun Dong An Plaza ¾ A major exhibition introducing Hong Kong’s tourist attractions and itineraries

· Beijing International Culture & Tourism Festival Travel Fair (29 to 30 September) ¾ An ideal platform for Hong Kong travel trade members to meet their counterparts in Beijing and potential visitors to Hong Kong

· A HKTA decorated float will take part in a parade in Ping’an Avenue on 30 September to demonstrate Hong Kong’s vibrancy as a world-class international city.

Visitors to this special exhibition at Sun Dong An Plaza will increase their knowledge of Hong Kong’s attractions. A key feature of the exhibition will be performances today and tomorrow by the Hong Kong Police Band, comprising 21 silver band and 14 wind band members.

Members of Hong Kong’s tourism industry — including Chow Sang Sang Holdings International Limited, a major Hong Kong retailer; Ocean Park Hong Kong, one of the city’s most popular tourist attractions; and Hong Kong Dragon Airlines Limited, which operates flight services between Hong Kong and Mainland China — are also actively supporting and participating in HK Showcase.

One of the most important features of HK Showcase is the promotion of the Quality Tourism Services (QTS) Scheme, introduced by the HKTA at the end of 1999.

The QTS Scheme is a certification programme for recognising retailers and restaurants that provide excellent services and for encouraging the travel trade to pursue even higher service standards, thereby contributing to the development of Hong Kong’s tourism industry.

All applicants are required to undergo comprehensive and strict assessments to ensure that prescribed criteria are met. Only successful applicants are awarded and allowed to display QTS decals. These decals enable visitors to Hong Kong and residents to easily identify those outlets that provide quality services.

The HKTA began awarding QTS decals in April this year. To date, nearly 350 organisations (in total around 1,400 outlets) have been awarded the prestigious decal.

HKTA Acting Executive Director Mrs Grace Lee said: “We believe that quality services are one of the prerequisites for the success of an international, world-class travel destination like Hong Kong.

“We are pleased to see that the culture of quality services in Hong Kong is maturing with time and that the tourism industry well understands the importance of satisfactory customer services to the thriving of businesses.”

In Beijing, travel agents authorised to operate tours to Hong Kong are also involved in HK Showcase and will be promoting various tour products and answering enquiries from the public.

The HKTA has established offices in Beijing and Shanghai to co-ordinate and step up promotions in Mainland China.

Hong Kong’s greatest source market, visitors from Mainland China last year accounted for around 30% of total arrivals. In 1999, 3.2 million visitors from Mainland China brought HK$14.01 billion of tourism receipts to Hong Kong. From January to July this year, there were 2.14 million arrivals from Mainland China, an increase of 16.7% over the same period in 1999.

Through the HK Showcase promotion, the HKTA aims to further develop this lucrative market and to reinforce consumer knowledge of the QTS Scheme. Visitors will be encouraged to dine and shop in outlets displaying the QTS decal, a symbol of consumer protection and confidence.