The Hong Kong Tourist Association
The Hong Kong Tourist Association (HKTA) was established
by the government in 1957 to develop Hong Kong as a visitor
destination. It promotes the improvement of visitor facilities,
secures overseas publicity for the SAR's attractions and
advises the government on tourism-related matters. Over the
past 40 years, the HKTA has worked closely with both local
and international tour operators and travel agents, providing
information, support, advice and a host of other services,
enabling them to market Hong Kong effectively to their clients.
The chairman and members of the HKTA Board of
Management are appointed by the Chief Executive. The
association is funded by an annual subvention from the
government. It also derives funds from membership dues,
sales of publications and souvenirs, and from its own
commercial tours. At the end of 1997, the association had
1 817 members, comprising airlines, hotels, travel agents, tour
operators, conference/exhibition organisers, retailers,
restaurants and other visitor service establishments.
The HKTA maintains information and gift centres in the
basement of Jardine House in Central District and on the Star
Ferry concourse in Kowloon. It also operates two information
counters at the Hong Kong International Airport at Kai Tak. In
1997, these centres assisted about 3 million visitors. The
HKTA also distributed 12.2 million pieces of visitor literature,
handled about 4 700 written and e-mail enquiries, sent
information to thousands of fax-users via the Infofax service,
as well as responded to some 61 000 enquiries on the
multi-lingual telephone hotlines. In 1997, the HKTA and New
World Telephone joined forces to develop the latest in
telephone and information technology, the TouristInfo
PowerPhone, which allows visitors to learn about Hong Kong
with ease. This facility serves as a touch-screen information
centre and a standard telephone, and is installed at more than
50 high-traffic locations throughout Hong Kong.
During the year, 107 000 souvenirs were sold through the
HKTA's two information and gift centres and at 45 outlets in
hotels and major tourist areas. The association also assisted in
the booking of local sightseeing tours for 18 000 visitors
through the two centres.
During the reunification period, the HKTA extended the
operating hours of its information and gift centres and set up
an extra counter at the airport, providing information and
assistance to visitors. From June 28 to July 2, almost 18 000
visitors took advantage of these centres and visitor hotlines.
The HKTA also produced several target-specific brochures in
1997 to tap potential market segments. These included
Romantic Hong Kong (for couples and honeymooners), the
Mature Travellers' Guide (with special offers for visitors over
60) and Wet Weather Wonders (featuring ideas for what to do
in rainy weather).
In addition, the HKTA created special reunification souvenirs
with 1997 designs. These ranged from practical items such as
coasters and T-shirts to collectibles such as silver medallions
and a quartz dress watch. It also produced special
commemorative certificates, which were available to visitors
in Hong Kong over the 100 days from July 1 to October 8.
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