The Tourism Board has devised a comprehensive set of strategies to develop the Mainland market, as the Individual Visit Scheme will be extended to the remaining six provincial capitals of the Pan-Pearl River Delta region from May 1.

Since the scheme's launch in July 2003, some 12.27 million Mainlanders have travelled to Hong Kong as individual visitors. After the extension, the scheme will cover 44 cities.

Board Chairman Selina Chow said the extension will not only boost awareness and interest in Hong Kong, but also offer a sustainable platform for developing the Mainland market in the long term.

"As well as enabling residents to visit Hong Kong flexibly and hence avoid congestion during peak travel periods, it will maximise exposure for our city in other Mainland regions," she said.

Emerging cities

Of the six provincial capitals, Changsha and Nanning are classified as emerging cities with potential for development. Together with Kunming, Nanchang, Guiyang and Haikou, they offer opportunities for co-operation between Hong Kong and the delta region.

The board will immediately roll out extensive publicity campaigns in each city, and publicise the scheme, the convenience it offers and the application procedures as a start.

With collaborative efforts of the travel trade and the media, the board will build awareness of Hong Kong's destination appeal and convert residents' brand awareness into firm travel decisions.