Tsim Sha Tsui, often abbreviated as TST, is an urban area in southern Kowloon, Hong Kong. The area is administratively part of the Yau Tsim Mong District. Tsim Sha Tsui East is a piece of land reclaimed from the Hung Hom Bay now east of Tsim Sha Tsui. The area is bounded north by Austin Road and in the east by Hong Chong Road and Cheong Wan Road. Tsim Sha Tsui is a major tourist hub in Hong Kong, with many high-end shops, bars, pubs and restaurants that cater to tourists. Many of Hong Kong's museums are located in the area.