Tourist drive does not ignore city's cultural attractions

In her letter headlined, 'No 'magic bullet' for Hong Kong tourism' (South China Morning Post, February 6), Jennifer Eagleton lamented Hong Kong's perceived focus on 'gee-whiz' attractions and asked, 'Why can't the tourist authorities simply promote the atmosphere and culture of Hong Kong: the streets, the roadside stalls, the small temples, the food?'

Let me reassure her that this is exactly what the Hong Kong Tourist Association (HKTA) is doing in its 'long-haul' markets, as all our research confirms that the 'overall cultural experience' is what most appeals to these visitors.

The 'City of Life' branding that we have been using since 1998 is expressly designed to convey the message of Hong Kong's unique diversity and atmosphere, while specific campaigns such as 'Cultural Kaleidoscope', launched in the United States last year, highlight our city's wide variety of heritage and cultural attractions.

At the same time, however, we have to recognise that visitors from the 'short-haul' markets are often looking for more contemporary, family-oriented excitement, so we need to make sure that top-class international events and new attractions such as Hong Kong Disneyland are on offer, too.

I should also like to assure Ms Eagleton that the HKTA fully shares her view that more could be made of attractions like the Tsim Sha Tsui promenade and the opportunities for al fresco dining. We are working actively with the Tourism Commission and other relevant authorities to try to make this possible.

DONNA MONGAN