Lightbox advertisements featuring Ningxia are placed in key subway stations in Hong Kong to boost tourism interest. [Photo provided to chinadaily.com.cn]

Northwest China's Ningxia Hui autonomous region launched a culture and tourism promotion initiative to appeal to Hong Kong travelers.

The promotion covers major Hong Kong commercial blocks using buses painted with distinctive Ningxia cultural and tourism elements, including the Silk Road and stargazing, to draw residents' attention.

The aim is for the buses to act as mobile publicity ambassadors for Ningxia's tourism resources.

Buses painted with distinctive Ningxia cultural and tourism elements run across major Hong Kong commercial blocks. [Photo provided to chinadaily.com.cn]

Lightbox advertisements featuring Ningxia have also been put in key subway stations around Hong Kong, such as Tsim Sha Tsui, Causeway Bay and Victoria Harbor, providing Hong Kong tourists with information about Ningxia's cultural and tourism offerings.

An important ancient Silk Road region, Ningxia offers ancient Yellow River civilization, majestic desert landscapes, starry skies and ancient Western Xia culture. The area is also rich in wineries and Great Wall relics.

With direct flights connecting Ningxia and Hong Kong, Ningxia authorities hope to woo more travelers from the special administrative region.