Europe,AfricatheMiddleEast.PDFVIP

72 HKTB Around the World |旅發局在全球的推廣工作 MARKET OVERVIEW The region contains two of the world’s largest outbound travel markets, Germany and the UK, where consumer confidence remained positive and from which departures continued to grow in 2005/06. The strong euro and sterling benefited tourism to Asia, as did the growing European interest in Asian and Chinese cultures. MARKET STRATEGIES The HKTB concentrated its marketing efforts on the three major European markets – the UK, Germany and France – which together accounted for almost 50% of the region’s arrivals to Hong Kong. As leisure travel accounted for 40% of overnight visitor arrivals from this region in 2005, the HKTB focused its promotions on leisure travel among young people, middle-aged couples and seniors. Whether travelling on single- or multiple-destination itineraries, leisure visitors from Europe greatly appreciate Hong Kong’s cultural and heritage attractions, and its contrasts of city, harbour and countryside. With Europe, Africa and the Middle East being the second-largest source of MICE arrivals to Hong Kong, and regional attendance at MICE events growing by 5.7% in 2005, this high-yield segment was also a key focus. To address the intense competition from domestic, European and global destinations in this high-travel market, the HKTB adopted an integrated approach combining advertising, trade promotions, and media activities to build awareness of the Hong Kong brand. It leveraged tactical promotions to achieve sales targets in major markets, while initiatives 市場概覽 這地區包括全球其中兩個最大的外遊市場 － 德國及 英國，兩國的消費者信心持續強勁，令 2005/06年 度的外遊旅客人次保持升勢。歐元和英鎊的強勢， 加上歐洲各國對亞洲及中國文化的興趣不斷增加， 均有助推動該區的旅客前往亞洲旅遊。 推廣策略 旅發局的推廣工作集中在三個主要歐洲客源市場， 即英國、德國及法國，三國共佔該區訪港旅客總數 近 50%。 2005年，來自該區的過夜旅客之中，有 40%為消閒旅客，因此旅發局集中以年輕旅客、中 年夫婦及長者為目標，推廣消閒旅遊。 來自歐洲的消閒旅客，無論是以香港為唯一目的 地，抑或以「一程多站」形式來港旅遊，均十分欣 賞香港的文化和傳統特色，以及城市、海港和郊野 景致的鮮明對比。同時，歐洲、非洲及中東是本港 第二大會議、展覽及獎勵旅遊的客源市場，2005年 來自該區的這類客群錄得5.7%的增長，因此這個高 效益客群亦是旅發局的主要目標。 旅發局在歐洲、非洲及中東這個龐大的旅遊市場， 要面對區內以至全球的激烈競爭。為此，旅發局採 用綜合的推廣