The Hong Kong Tourism Board (HKTB) is a Government-subvented body founded in 2001. The Board replaced the Hong Kong Tourist Association (HKTA) established in 1957. It has 15 branch offices and representative offices in 6 markets around the world, and its primary mission is to maximise the social and economic contribution that tourism makes to the community of Hong Kong, and consolidate the city's position as a desired destination. In fulfilling this, it works with the Government, travel industry and other partners to market and promote Hong Kong worldwide, improve the range and quality of visitor facilities and tourism service standards, and enhance the experiences of visitors once they have arrived.