| Abstract | The Hong Kong Tourist Association (HKTA), the winner of the 1996 Marketing Management category of the Management Awards of Asia, is a non profit-making organization established in 1957 with the objective of marketing Hong Kong worldwide. The year 1997 is a significant one in Hong Kong as it marks the return of the Territory to Chinese sovereignty. It is also a challenging year for the marketer of Hong Kong. Thus, back in 1995, the HKTA launched the "Wonders never Cease" programme to address both the 1997 issue as well as maintain Hong Kong's pre-eminent role in Asian tourism well into the 21st Century. |
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