Hong Kong Tourism Board (HKTB) welcomed the further extension of the Individual Visit Scheme (IVS) to the remaining six provincial capitals of the Pan-Pearl River Delta (Pan-PRD) region from May, 1, 2006.

According to a press release from the HKTB, the extension of the scheme will bring the number of IVS cities to 44.

Since the introduction of the Scheme in July 2003, some 12.27 million Chinese mainland residents have already traveled to Hong Kong as individual visitors as of March 2006.

HKTB Chairperson Selina Chow said on Thursday that the extension will not only boost awareness and interest in Hong Kong, but also offer a sustainable platform for developing the Chinese mainland market in the long term.

"As well as enabling residents to visit Hong Kong flexibly and hence avoid the congestion during peak travel periods, it will maximize exposure for our city in other Chinese mainland regions."

She said, the HKTB has already devised a comprehensive set of marketing strategies for developing the Chinese mainland market, including the Pan-PRD region. Among the six provincial capitals, both Changsha and Nanning are classified by the HKTB as emerging cities with potential for development.

Together with the remaining four cities of Kunming, Nanchang,Guiyang and Haikou, they offer further opportunities for co-operation between Hong Kong and the Pan-PRD region, she said.

She said, given the geographical locations of these cities, residents have differing travel patterns and perceptions of Hong Kong. Following the announcement, the HKTB will immediately rollout extensive publicity campaigns in each city. As a start, the HKTB will widely publicize the IVS, the convenience it offers and the application procedures involved among the consumers.

These will then be supported by collaborative efforts between the HKTB, the travel trade and the media to build awareness of Hong Kong's destination appeal and convert residents' brand awareness into firm travel decisions.

Chow emphasized that although the extension will only come into effect on May 1, the HKTB is nonetheless taking the opportunity to promote travel to Hong Kong as part of its promotions for the Golden Week on the Chinese mainland.

"We are also closely working with the government departments, operators of transportation and attractions, as well as relevant parties to ensure that Chinese mainland travelers can be accommodated as smoothly and efficiently as possible, and they will have a truly satisfactory experience in Hong Kong," she pledged.

(Xinhua News Agency April 21, 2006)