SYS-CON MEDIA Authors: Adine Deford, Cynthia Dunlop, Harry Trott, Xenia von Wedel, Peter Silva

News Feed Item

Nevada Commission on Tourism Celebrates 10th Anniversary of Opening the First U.S. Tourism Office in China

State Celebrates Decade of Success

CARSON CITY, NV -- (Marketwired) -- 07/02/14 -- Today the Nevada Commission on Tourism (NCOT) celebrates the 10th anniversary of its license to open a Foreign Official Tourism Department Residential Representative Office in China. Nevada was the first state to be granted such a license by the National Tourism Administration of the People's Republic of China, underscoring the state's vision for the potential of the Chinese tourism market.

Once reserved for only the wealthy, international travel among the Chinese middle and upper classes has grown at an astonishing rate. Chinese tourists made approximately 1.8 million arrivals to the U.S. in 2013 and are on pace to triple that number by 2020. According to the U.S. Department of Commerce's Office of Travel and Tourism Industries, China ranks seventh in number of visitors to the U.S. and sixth in amount of money spent while they're here, averaging $6,000 per person, per trip(1).

Since 2006, when visitation statistics on Chinese travelers began, Nevada has seen a 300 percent increase of Chinese visitors to the state. In 2006, Las Vegas recorded 87,000 visitors from China. By 2012, the most recent complete year of data, that number had grown to 263,000. The number continues to grow, posting a 39 percent increase from 2011 to 2012.

"Thanks to the forward-thinking of our leaders 10 years ago, Nevada was able to explore a market that had been mostly off-limits to tourism marketing," Lt. Gov. Brian K. Krolicki said. "In 2004, we established friendship agreements with leaders in the Chinese government and partnerships with U.S. embassies and commercial services offices in key Chinese cities as well as in Macau and Hong Kong. These relationships have been incredibly important to Nevada and its ability to continue to grow tourism and economic development opportunities."

To commemorate the milestone, Krolicki will lead a delegation from the Nevada tourism industry to Beijing, Chengdu, and Guangzhou July 5-12, 2014. There, the group will meet with government and tourism industry leaders and reaffirm Nevada's commitment to China. Highlights of the trip include commemorative re-signings of Memorandums of Understanding (MOUs) with provincial and state tourism departments and business meetings with airlines, tour operators and travel agents to continue to promote Nevada as a compelling business and leisure destination for this evolving market.

Nevada's effort to enter China started in the late 1990s, when then-Lt. Gov. Lorraine Hunt-Bono was elected to her office and shared her vision for China with then-Gov. Kenny Guinn. She viewed Chinese tourism as an economic resource for the state, and shaped her direction by leading economic development and tourism trade missions to China over the next several years.

"People told me we were ahead of our time because Chinese travelers were having a hard time even getting visas to visit the U.S.," Hunt-Bono said. "But, when I looked at the potential, the country's population and its burgeoning economy, I knew we needed to be there and we needed be the first."

Hunt-Bono's vision spurred then-NCOT Director Bruce Bommarito to research the market and develop a plan, which started with establishing relationships with government officials in China.

Nevada's efforts to establish a China office were assisted by its chief representative in China, Karen Chen. Chen, an airline and travel agency veteran, made the introductions essential for connecting Nevada and Chinese government officials.

"The fact that we've been able to, over the years, establish and maintain very strong government relations has opened doors to us that would never have been opened without those relationships," Bommarito said. "There is no question that regional destinations -- even Las Vegas -- would not have gained a foothold in China without the foundation laid by the Nevada Commission on Tourism."

Bommarito, who also previously worked as executive vice president of the U.S. Travel Association and as a consultant on Chinese tourism, is now vice president of international marketing for Caesars Entertainment. In his new role, he continues to be laser-focused on China and understands its unique position within all international markets. "The relationship with China is absolutely critical to the future of our company," he said.

"Nevada applauds the efforts of its elected officials, the U.S. Travel Association and other policy advocates, for making outbound travel from China easier," Claudia Vecchio, director, Nevada Department of Tourism and Cultural Affairs, said. "Through reducing visa processing restrictions and reducing wait times, the ability to, and interest in, travel from China to the U.S. and primarily, Nevada, has significantly increased."

"This market is expected to grow exponentially," Krolicki said. "When you're dealing with a country with 1.4 billion people and growing by 32 million a year, the potential is incredibly exciting. Nevada is dedicated to working closely with our friends and colleagues in China to enhance mutually beneficial business-building opportunities."

Since opening its first office in Beijing, the Nevada Commission on Tourism also has opened offices in Shanghai and Hong Kong. The state's marketing efforts now include ongoing outreach to travel professionals through appearances at major trade shows, at customized educational sessions and one-on-one meetings with potential partners. Efforts also include robust consumer and trade media relations and a growing social media outreach.

During the past decade, Nevada has hosted a number of travel professional familiarization trips, beginning in 2004 with the first-ever familiarization tour of Chinese tourism industry professionals to the U.S. Also in 2004, NCOT organized the first U.S. tourism delegation to attend the China International Travel Mart (CITM) in China, the largest tourism trade show in Asia. Two years later, in 2006, NCOT organized the first group of Chinese tourism professionals to attend IPW, the largest tourism trade show for international buyers in the United States.

In 2011, Nevada was selected as the site for the Miss Chinese Cosmos pageant, the first time it was held in the United States.

For more information on Travel Nevada, visit the U.S. or China website, like us on Facebook, follow us on Twitter and Instagram. In China, follow Nevada Tourism on Weibo.

(1) Sources: U.S. State Department, Las Vegas Convention and Visitors Bureau, Nevada Division of Tourism.

CONTACT
Nevada Commission on Tourism
Bethany Drysdale
Email Contact
Chris Moran
Email Contact
775-687-4322

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
"We help companies that are using a lot of Software as a Service. We help companies manage and gain visibility into what people are using inside the company and decide to secure them or use standards to lock down or to embrace the adoption of SaaS inside the company," explained Scott Kriz, Co-founder and CEO of Bitium, in this SYS-CON.tv interview at 15th Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
15th Cloud Expo, which took place Nov. 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA, expanded the conference content of @ThingsExpo, Big Data Expo, and DevOps Summit to include two developer events. IBM held a Bluemix Developer Playground on November 5 and ElasticBox held a Hackathon on November 6. Both events took place on the expo floor. The Bluemix Developer Playground, for developers of all levels, highlighted the ease of use of Bluemix, its services and functionalit...
The 4th International DevOps Summit, co-located with16th International Cloud Expo – being held June 9-11, 2015, at the Javits Center in New York City, NY – announces that its Call for Papers is now open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's large...
Some developers believe that monitoring is a function of the operations team. Some operations teams firmly believe that monitoring the systems they maintain is sufficient to run the business successfully. Most of them are wrong. The complexity of today's applications have gone far and beyond the capabilities of "traditional" system-level monitoring tools and approaches and requires much broader knowledge of business and applications as a whole. The goal of DevOps is to connect all aspects of app...
SAP is delivering break-through innovation combined with fantastic user experience powered by the market-leading in-memory technology, SAP HANA. In his General Session at 15th Cloud Expo, Thorsten Leiduck, VP ISVs & Digital Commerce, SAP, discussed how SAP and partners provide cloud and hybrid cloud solutions as well as real-time Big Data offerings that help companies of all sizes and industries run better. SAP launched an application challenge to award the most innovative SAP HANA and SAP HANA...
When an enterprise builds a hybrid IaaS cloud connecting its data center to one or more public clouds, security is often a major topic along with the other challenges involved. Security is closely intertwined with the networking choices made for the hybrid cloud. Traditional networking approaches for building a hybrid cloud try to kludge together the enterprise infrastructure with the public cloud. Consequently this approach requires risky, deep "surgery" including changes to firewalls, subnets...
Want to enable self-service provisioning of application environments in minutes that mirror production? Can you automatically provide rich data with code-level detail back to the developers when issues occur in production? In his session at DevOps Summit, David Tesar, Microsoft Technical Evangelist on Microsoft Azure and DevOps, will discuss how to accomplish this and more utilizing technologies such as Microsoft Azure, Visual Studio online, and Application Insights in this demo-heavy session.
DevOps is all about agility. However, you don't want to be on a high-speed bus to nowhere. The right DevOps approach controls velocity with a tight feedback loop that not only consists of operational data but also incorporates business context. With a business context in the decision making, the right business priorities are incorporated, which results in a higher value creation. In his session at DevOps Summit, Todd Rader, Solutions Architect at AppDynamics, discussed key monitoring techniques...
Cultural, regulatory, environmental, political and economic (CREPE) conditions over the past decade are creating cross-industry solution spaces that require processes and technologies from both the Internet of Things (IoT), and Data Management and Analytics (DMA). These solution spaces are evolving into Sensor Analytics Ecosystems (SAE) that represent significant new opportunities for organizations of all types. Public Utilities throughout the world, providing electricity, natural gas and water,...
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, a...
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff happe...
The Internet of Things is tied together with a thin strand that is known as time. Coincidentally, at the core of nearly all data analytics is a timestamp. When working with time series data there are a few core principles that everyone should consider, especially across datasets where time is the common boundary. In his session at Internet of @ThingsExpo, Jim Scott, Director of Enterprise Strategy & Architecture at MapR Technologies, discussed single-value, geo-spatial, and log time series dat...
An entirely new security model is needed for the Internet of Things, or is it? Can we save some old and tested controls for this new and different environment? In his session at @ThingsExpo, New York's at the Javits Center, Davi Ottenheimer, EMC Senior Director of Trust, reviewed hands-on lessons with IoT devices and reveal a new risk balance you might not expect. Davi Ottenheimer, EMC Senior Director of Trust, has more than nineteen years' experience managing global security operations and asse...
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!