Utah Governor Jon Hunstman Jr. was in China last month promoting outbound Chinese tourism to Utah. Although many destinations have visited China in the past year for the same purpose, the news from Utah is that they did it right!

The focus of Utah’s push was a Beijing event that hosted nearly 200 outbound travel agencies, press and tour operators. The Governor, speaking Chinese, introduced Utah to the China travel industry with a series of Chinese language videos, a six-day travel planner video and even a montage of Utah scenery from famous movies. Utah launched their Chinese language web site at the event and has made the videos the centerpiece to their site. www.utah-travel.cn A picture tells a thousand stories!

One of the keys to Utah’s success is that they brought a receptive tour operator to China. Western Leisure is one of the largest receptive’s handling Utah. Their presence was key to making the event a hit because the outbound buyers want to know what packages are being offered and how they can make money selling them. After all, this is a business.

Utah also unveiled three Chinese language travel planners for skiing, national parks and general destinations. The Governor and other Utah representatives were interviewed by over 20 press representatives and television, including CCTV, China national Television.

Utah realizes that China is a large and potentially fruitful market for tourism expansion and it requires the respect and investment as any other traditional tourism source. Utah made the investment needed and brought their big guns. At the CITM expo in Shanghai next week, they will continue their efforts, exhibiting and having already established 40+ appointments with additional outbound travel tour buyers.

Global destinations need to invest in China if they are to extract the potential benefit that China can deliver. The record of accomplishment of destinations that have made this investment is impressive. Thailand, Malaysia, The Philippines, Korea and the EU have made the investment and now benefit by receiving millions of Chinese travelers each year.

Invest and they will come!!!

Alexander Glos.
CEO
i2i Media Inc.