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The beleaguered tourism industry has united to revive its fortunes, now that SARS has receded. During a weekend conference, 16 cities along the Yangtze River signed an agreement to integrate their tourism resources. It is a programme with great vision. The landmark plan will remove market access barriers between the cities. It will allow tourism agencies to open branches in other cities. It will also do away with the requirement that tourists change to a local guide or agency on arrival in a new city to see local resorts and attractions. Shanghai, Huangshan in Anhui Province and 14 cities in Jiangsu and Zhejiang provinces have committed to the plan. They are not only economically dynamic areas, but also rich in tourism resources. The ancient gardens and cultural relics in Jiangsu Province, water and mountain scenery of Zhejiang Province and stunning modernity of Shanghai are all major attractions. However, they have found themselves trapped in a viciously competitive environment and unable to move into other markets, because of local protectionism. The bold new plan will go far beyond providing a short-term stimulus to the sector hardest hit by SARS. It will also be conducive to the long-term development of the industry in the region. Tourists are bound to benefit from the closer ties, which will make travel more convenient and cut costs. The improved services will also make tourism businesses more competitive. The co-operative agreement is in keeping with the spirit of China's opening up of the tourism market since the nation became a member of the World Trade Organization. None of the 16 cities will win by erecting protectionist barriers, because they share similar tourism resources. Under the joint plan, however, they will boost their image as a whole, allowing them to better compete in the wider tourism market. By integrating their resources, the cities are striving to foster a brand based on the sixth biggest group of cities in the world. Statistics indicate that last year, the delta hosted 25 percent of overseas tourists to China and 30 percent of domestic ones. Now they have good reason to aim higher still.