Hospitality is key to success (Letter to Editor, 19 July 2007)

I should like to respond to John Cheng's letter ("HK has to offer more than being shopping mecca", July 3).

We at the Hong Kong Tourism Board (HKTB) are keenly aware of the challenges raised by Mr Cheng, and we constantly adapt our strategies to ensure that we can deliver cost-effective results for the public funding we are entrusted with.

To sustain healthy growth in arrivals, we are committed to maintaining a balanced portfolio of visitors. Equally important to Hong Kong is the overall yield, that is, visitors' spending, which is why we have been targeting the high-yield segments, including business and family travellers, as well as the meetings, incentives, conventions and exhibitions segments.

The results are reflected by the continuous growth in the total expenditure associated with inbound tourism, which increased by 12.7 per cent to HK$119.43 billion last year.

In promoting Hong Kong, we have been building on our city's many strengths besides shopping and dining.

Through our various destination and overseas promotional initiatives, we highlight Hong Kong's unique local culture and heritage, as well as the countryside, which help us stand out from other competing destinations. But of course, what truly gives Hong Kong the distinctive and sustainable edge is our quality service and hospitality.

Joining hands with our travel trade partners, the HKTB is organising a series of activities between August and December to enhance public understanding of the tourism industry and foster a hospitable culture.

In thanking Mr Cheng for his valuable opinions and suggestions, I should like to assure him that the HKTB will continue to capitalise on our tourism assets and enhance Hong Kong's status as one of the world's premier destinations.

James Tien, chairman, Hong Kong Tourism Board