Nevada to close Chinese-licensed tourism office in Beijing

The state of Nevada will close its Chinese-licensed tourism office in Beijing by the end of the year, but that doesn't mean the state is abandoning efforts to market to the one of the largest tourism markets in the world.

The state Board of Examiners on Tuesday approved a severance package of $52,067 for three employees in the state's Beijing office who will wind down activities by the end of the year.

The state also is gearing up to publish a request for proposals for representation of the state that will undertake a more focused marketing strategy, according to Claudia Vecchio, director of the Nevada Commission on Tourism office.

Vecchio said Wednesday that how to entice Chinese travelers has evolved and the state's efforts must evolve as well.

"We're not changing our commitment to China," she said in a telephone interview. It's just that we've watched the China market evolve. We don't market the domestic market the way we did 10 years ago either."

When Nevada opened its office in 2003, the state had a big advantage because it was the first U.S. state to be licensed by China's central government.

When the state hires its Chinese representatives, they'll operate similarly to the way the state's representatives in other countries operate — working directly with large tour operators and accommodating media requests for familiarization tours to promote the state's attractions through stories in various publications.

Nevada has representative agreements in Germany, France, the United Kingdom, Brazil, Mexico, South Korea and Australia and has recently begun working to establish a foothold in India.

Vecchio praised state leaders who established the Chinese tour office for their "extraordinary vision."

"They did everything right to get the state started there," she said. "We're just taking the foundation to the next iteration."

The three employees there will manage the details of the closure of the office. The state has $376,000 dedicated to Chinese representation over the next two years. Some of that may be used for other expenses necessary in closing the office.

Other countries have between $256,000 and $376,000 per biennium dedicated to representation.

Vecchio dismissed reports that there were philosophical differences on how to the market with the office's manager, Karen Chen.

"They have been extremely helpful through the process," Vecchio said of Chen and her staff. "There are three phases to closure by the end of the year and Karen will work with Chinese authorities to make sure the closure is accomplished within Chinese labor laws."

Contact reporter Richard N. Velotta at rvelotta@reviewjournal.com or 702-477-3893. Find @RickVelotta on Twitter.