Western culture, shopping are draw to Chinese tourists

When Limin Liu goes home to China she finds that many of her friends have misconceptions about Nevada.

"Las Vegas is only one city in Nevada," this University of Nevada, Reno graduate tells them.

They think Las Vegas is the ideal picture of American capitalism in all its neon glory. This revelation provoked snickers from several Nevadans attending a tourism seminar Tuesday afternoon at the Delta Saloon in Virginia City.

In a communist country known to look down on capitalist ideals, this "den of sin" is the ultimate American cultural experience.

"Just to see that is 'the real America,'" Liu said about Las Vegas. "Some go there not to gamble, but just to see it."

Liu, a Chinese marketing manager with the Nevada Commission on Tourism, said the commission wants to invite the 1.3 billion residents of the world's fastest-growing economy to "the rest of Nevada."

She said in 2003, more than 157,000 Chinese visited the United States. That is quite a bit less than the number who visited Europe (1.52 million the same year). Travel to the United States has a number of barriers.

"It is still difficult for a Chinese national to obtain a tourist visa for leisure travel to the U.S.," she said.

The Chinese government listed the United States as an unapproved destination. Chinese visa applicants are even advised to present documentation establishing social and economic ties that would compel them to return home.

Liu said the two countries will eventually negotiate for better tourism conditions. Nevada has a head start. When the day comes when tourism restrictions are eased, the state should be ready.

In 2004, the state tourism commission established an office in Beijing. It's the first U.S. official tourism office authorized by the China National Tourism Administration.

Scott Wilbur, a computer consultant, asked Liu how Nevada managed to secure a tourism office in China.

"It's a secret," she said, smiling slyly. "Relations. That's the secret. You have to adapt. You have to know the right person. Hawaii was there for five years and couldn't get it. Nevada was there for three and got it."

Another interesting element about marketing to the Chinese is that many of them like to gamble, but the state cannot mention gambling in its advertisements. It's illegal in China, which is another incentive for marketing other recreational activities in the Silver State, such as the outdoor sports. The historic Old West environment is also an attraction. So is the shopping. In America, authentic Louis Vuitton items are free of high government taxation.

John Kirkwood, assistant general manager of the Hilton Garden Inn, said he welcomes Chinese visitors to his Elko hotel every summer. He thinks Nevada should organize a traveling show in China, complete with a cowboy, tourism videos and possibly a wild horse.

"I think this is something that could hit a home run," he said. "You can take a small flavor of Nevada to an area that is untapped and give them a first-hand show of what they could experience. It's like giving a kid a candy bar. They'll be hooked."

-- Contact reporter Becky Bosshart at bbosshart@nevadaappeal.com or 881-1212.

Chinese etiquette for businesses:

• Present your business card to a Chinese person with both hands. Take his/her business card with both hands. Take a few seconds to read it, then keep it in your hand, or place it on the table, or in your lapel pocket. Never put it in your back pocket.

• Four is an unlucky number according to Chinese custom. Eight is considered very lucky, the harbinger of riches. If you want to make your Chinese visitors happy "fix the numbers" for them, such as the number of people in the room or at which table they sit.

• Memorize some Chinese words or phrases. For help, the Nevada Commission on Tourism launched "Nevada Welcomes the World," a new hospitality program to distribute cards bearing simple visitor greetings in six languages. Call 687-0643 to get cards for your business.

Source: Nevada Commission on Tourism