EXECUTIVEDIRECTORSSTATEMENT总干事导言.PDFVIP

EXECUTIVE DIRECTOR’S STATEMENT 總幹事導言 We hope to boost Hong Kong’s image overseas and strengthen the “Hong Kong brand” in the long run. 長遠而言，我們期望提升香港的形象， 令「香港」這個品牌傳遍海外。 Executive Director, Anthony Lau 總幹事 劉鎮漢 Highlights 2007概覽 Visitor Arrivals 訪港旅客人次 Estimate 原訂預測 26.4 million (百萬) Actual 實際數字 28.2 million (百萬) +11.6% Total Tourism Expenditure Associated to Inbound Tourism 與入境旅遊相關的總開支 Estimate 原訂預測 HK$124.4 billion (十億港元) Actual 實際數字 HK$140.5 billion (十億港元) +16.4% Overnight Visitor Per Capita Spending 過夜旅客人均消費 Estimate 原訂預測 HK$4,763 (港元) Actual 實際數字 HK$5,122 (港元) +6.7% Average Length of Stay of Overnight Visitors (Nights) 過夜旅客平均逗留時間（晚） 3.28 (2006: 3.46) Satisfaction of Overnight Visitors (Max score 10) 過夜旅客滿意程度（滿分為10分） 8.2 (2006: 8.0) 18 EXECUTIVE DIRECTOR’S STATEMENT Hong Kong Tourism Board Annual Report 2007–08 2007 was a year for celebrations. First we had the 10th anniversary 2007年委實是值得慶賀的一年，除了是香港特別 of the establishment of the Hong Kong Special Administrative Region 行政區(香港特區)成立 10周年，亦標誌著香港旅 (HKSAR); we also had the 50 years of partnership between the Hong 遊發展局(旅發局；前身為香港旅遊協會)與業界 Kong Tourism Board (HKTB) and the tourism industry. And the results 合作的 50年，而且，旅遊業再次取得佳績，實在 the industry achieved were equally momentous. 令人欣喜。 While our city celebrates these achievements, we at the HKTB have to 在這歡欣的一年，旅發局上下繼續竭力推陳出 press ahead and continuously reinvent our strategies to enlarge Hong 新，加強香港在國際旅遊市場的吸引力。與此同 Kong’s destination appeal on the world stage. At the same time, as the 時，作為推廣香港旅遊業的機構，我們亦不斷 marketing arm that drives all those promotional campaigns, it is a must 提升效率，力求盡善盡美。 to improve our efficiency. 這一年，外界對旅發局的推廣成效、資源運用及 In the past y