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HKTA to Enhance Role in Promoting HK's Tourism
The Hong Kong Tourist Association (HKTA) will focus its work more on increasing tourist spending, HKTA Chairman Selina Chow said in the association's 1999-2000 annual report Tuesday.
"The HKTA's mission now is to bring about an increase in visitor spending by aggressively pursuing the high-yield segments of individual markets, as well as convincing visitors to stay longer," Chow said at the association's 42nd annual general meeting.
Tourism, the second biggest contributor to Hong Kong's export income, is facing a situation in which the number of visitors to Hong Kong has risen, but their spending and stay time have shrunk.
"Per-capita spending is down from 7,000 HK dollars (897 U.S. dollars) of 1996 to 4,700 HK dollars (603 HK dollars) of first half of this year and the average length of stay has fallen from 3.7 nights to 3.01 nights," she said.
HKTA, a semi-official organization founded in 1957 to market and promote Hong Kong internationally, is planning to be renamed as the Hong Kong Tourism Board with an enlarged board of 20 instead of the present 11, said the chairman.
"We also hope to abolish the membership system, so that our clear mission to act for our entire tourism industry will not be muddled by the misunderstanding that we only act for members," she added.
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