A Study of Marketing Strategy of the Hong Kong Tourist Association (HKTA)

Abstract

After the ‘hand over’, Hong Kong faced a sudden decrease in the number of tourist arrivals. This was obviously due to the recoil of the ‘rush for hand over event’, but it was also due to the economic crisis in Asia. However, since the second quarter of 1999, the situation in Hong Kong has begun to improve. As it has also been announced that Asia’s second Disney Land will be opened in the year of 2005, this should help ensure that Hong Kong will remain one of the most popular tourist destinations in the world. Considering today's Hong Kong as a ‘world famous tourist destination’ the effort of the HKTA (Hong Kong Tourist Association) cannot be ignored. This paper examines the marketing strategies of tourism by the HKTA, with particular focus on the changes which took place around the ‘hand over’ period, and problems.