Nevada gaming industry has suffered due to the economy and for tourism officials, this means finding other ways to increase revenue. Their target: the Chinese population.
Nevada gaming industry has suffered due to the economy and for tourism officials, this means finding other ways to increase revenue. Their target: the Chinese population.
Lieutenant Governor Brian Krolicki is the chairman of Nevada Commission on Tourism and he said Nevada has been targeting China's population to get them to visit the state for many years now.
"We're approaching a million guests in the
U.S. from China and a great portion of these Chinese visitors come to Nevada," said Krolicki.
So what does this all mean? Well, money. According to the U.S. Travel Association, if 1 million travelers from China visit the U.S, they would spend $7.2 billion and create 66,600 jobs.
"These hundreds of millions of Chinese have the resources to travel abroad so it's the fastest growing outbound tourism market in the world," said Krolicki.
And seeing a big tourism potential from China, Nevada was the first state in the country to negotiate a tourism license with the country. Now advertisements and brochures can be seen at travel agencies throughout China.
Senior vice president of gaming at the Grand Sierra Resort and Casino, Jim Roets said he has hired consultants to better understand the Chinese culture.
"The Asians are definitely a segment we've really upped the ante for and want to continue to focus on perhaps more so than we have in the past," said Roets.
Casinos like the Eldorado Hotel Casino and Silver Legacy Resort and Casino even have their own marketing team focused on advertising to this one group. And every year, a number of casinos host big Chinese New Year's celebrations.
"The economy has been challenged in these last few years, but one of the greatest growth prospects for tourism to Nevada is Asia and China in particular," said Krolicki.
He said Nevada Commission on Tourism has two offices in China. Krolicki said expanding overseas is a good opportunity to directly market to the population.
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