Travel Nevada China Market FY18-19 Annual Report
1 Content
I. Fast Facts Of China Outbound Travel Market II. Public Relations III. Media Trends IV. Travel Trade I. Fast Facts Of China Outbound Travel Market
Top 5 Distribution of Departure Cities Tourists Generation
2 Beijing 4 Chengdu 1 Shanghai
5 Chongqing 3 Guangzhou I. Fast Facts Of China Outbound Travel Market
Travel to the U.S. fell Average spending 5.7% in 2018 to 2.9 during their stays in million visitors Nevada
5.7% $2,700
10-14 days trips to the U.S. are 10-14 increasingly popular. Public Relations Annual PR Activities Summary
Media calls Media and Cross over media 55 3 influencer FAMs 1 event 3,848,035 290,000 Wechat followers Media Value 28,000 Weibo Followers Outstanding Coverage Cross over Media Event
As Chinese millennials are seeking for unique and authentic experiences when traveling around the world, we secured a cooperation with Chinese Burning Man to promote the outdoor resources in Nevada. We together invited 34 kols and media, through live broadcast to introduce the culture and attractions in Nevada. The listenership reached to 8,000,000 in total. Media Trends in China
Print Media Shifts to Niche/Indy segments
While the future of mainstream print is in flux, niche and Indy print publications are growing in popularity
Battle Between Traditional and Digital Media Media Trends in China
Digitalized Print Media Traditional print media continue to hold a brand awareness advantage. Today more traditional print publishers operate social accounts with different positioning and personalized accounts. Media Trends in China
Short Video Hits
Video tells more. Short video platforms are getting more and more popular in China. Audience like to share KOL/celebrities’ video and imitate their own video to share on social media.
The smart phone makes video editing and sharing very easy and efficient. IV. Travel Trade Travel Trade Contents
1. Annual Trade Activities Summary 2. Trade Shows/Events 3. Marketing Activities 4. Marketing Projects 5. Major Products Development 6. Trade FAM Trips 7. In-house Training Annual Trade Activities Summary
Travel trade Marketing 2 FAMs 2 Projects 70 Sales calls
Products Trade 5 Development 5 Show/Events 187 Travel trade inquiries Marketing 8 In-house Training 8 Activities Trade Shows/Events
LVCVA China 2018 Sales Mission
Date: July 16-18, 2018 Locations: Beijing, Chongqing Involvement: • Together with International Market Manager of Travel Nevada, had one-on- three appointments with travel agencies, 25 and 21 appointments in Beijing and in Chongqing respectively. • Lucky draw gifts with Nevada Logo were presented to tour operators and media. Trade Shows/Events
2018 Nevada Governor’s Global Tourism Summit
Date: November 12-14, 2018 Location: Reno Involvement: • Brought 2 travel trade partners to participate in conferences attendance, sales market place and post-GGTS FAM trip. • Invited 1 travel trade partner from Ctrip to join the panel discussion Trade Shows/Events
U.S. Embassy China Travel & Tourism Roadshow
Date: December 9-11,2018 Locations: Xi’an Involvement: • CITIC Bank Tourism Salon: 10 minutes presentation to 50 CITIC Private Bank consumers • Travel trade education seminar: 10 minutes presentation to more than 50 travel trade partners and media; free flow communication • In-house training: more than 50 attendees in Xi’an Yuntong International Travel Trade Shows/Events
Brand USA China Sales Mission 2019
Date: March 17- 22, 2019 Locations: Beijing, Guangzhou, Shanghai Involvement: • Together with International Market Manager of Travel Nevada, having one-on- one appointments with travel agencies from MICE, customized tour, high-end group tours, OTAs, etc., 25 appointments in each city. • Lucky draw gifts were presented to tour operators in each city Trade Shows/Events
IPW 2019
Date: June 3-5, 2019 Location: Anaheim, C.A. Involvement: • China rep had one-on-one appointments with Chinese buyers, a total of 29 appointments. Marketing Activities
Tailor Made Travel High-end Summit and Destination Resource Matchmaking Meeting
Date: July 10, 2018 Location: Beijing Involvement: • On behalf of TravelNevada, we participated with this summit. Brochures and flyers are displayed in the booth. About 400 people attended this summit. Marketing Activities
Hyde National Sales Training Seminar
Date: November 7&15, 2018 Locations: Nanjing, Shenzhen Involvement: • Each city has more than 150 tour operators attended. Our brochures and flyers were all distributed to travel trade operators. Marketing Activities
DISTA Travel-USA Travel Products Training
Date: December 14, 2018 Location: Nanning Involvement: • China office sent brochures and flyers of our destination to display, and all of them are distributed to over 100 travel trade partners. A Nevada tote bag, pop socket and luggage cover were presented as a set of lucky draw gift. Marketing Activities
National Tourism Fashion Awards
Date: January 22nd , 2019 Location: Beijing Involvement: • A booth to demonstrate video and brochures of our destination was set up in the hall to attract travel agencies for inquiries. Marketing Activities
AITS China Sales Mission 2019
Date: February 2019 Locations: Hangzhou & Suzhou & Nanjing & Hefei & Wenzhou Involvement: • AITS organized North American Product Sales Mission in five tier2 cities in eastern China. Brochures and flyers are demonstrated and all distributed to more than 80 travel agencies in each city. Marketing Activities
Tuniu.com Chinese New Year Fair
Date: February 2019 Location: Beijing Involvement: • Tuniu.com organized a fair themed “Travel Around the World for Chinese New Year” to engage with consumers in a shopping mall before Chinese New Year Festival. China team participated in this to demonstrate our roll-up banner, brochures to promote. Around 100 people visited our booth. Marketing Activities
Hyde Global Guide System Sharing Conference
Date: April 17, 2019 Locations: Beijing &Shenzhen& Guangzhou Involvement: • Gave a short brief introduction of destination, more than 150 tour operators participated in each city. • Videos of Nevada were played during the event. Brochures and flyers were all distributed to travel trade operators. A TravelNevada sponsored gift was presented to lucky draw session. Marketing Activities
Mapping World 360 Product Launch Ceremony
Date: April 19, 2019 Location: Chongqing Involvement: • It launched its annual new products under the high-end brand Medici. They introduced destinations and products that are currently sold which also includes our destination. Our brochures are distributed to about 100 travel agency partners. Marketing Projects
Ctrip Cooperation Campaign
Duration: January to February 2019 Homepage Banner Banner Advertising -PC Vacation Homepage Banner (Shanghai Station) -PC Outbound Tourism Homepage Banner -PC Beautiful Destination Homepage Banner -APP Theme Tour Homepage Banner
Others -1 WeChat article and 1 Weibo post -Baidu Web Union Accurate Delivery -2 tour products
Landing Page Marketing Projects
Tongcheng Cooperation Campaign
Duration: April to July 2019
Banner Advertising -App Homepage Banner -App Destination Banner -App Search Results Page Banner -App Push
Social Media Channel Marketing -WeChat Moments Ad -WeChat Post -Weibo Post
Co-branding with United Airlines leveraging Homepage Banner WeChat Moments Ad Landing Page its social media channel Major Products Development
Tour Operator Name: Mapping World 360 Series Business: West Coast Leisure Road Trip of USA-11 days Featured Hotels: Venetian (2 nights) Departure: Chongqing Details: On the 4th day, driving from Los Angeles to Las Vegas and visiting downtown area of Las Vegas, Hoover Dam and Colorado River. Major Products Development
Tour Operator Name: Mapping World 360 Series Business: Alien Trace Trip to Nevada-10 days Featured Hotels: Not mentioned Departure: Chongqing Details: After arrival in LAX, it departs to Las Vegas on Day 2. On Day 3, it visits Hoover Dam and then goes to Valley of Fire State Park, after that it drives along ET Highway and stops at the Little A’ Le’Inn hotel for sightseeing. On day 4, it visits Tonopah for stargazing and Historic Mining Park. On Day 5, it visits Goldfield Car Forrest, Rhyolite and Goldwell Open Air Museum, Death Valley National Park, and Seven Magic Mountain. Major Products Development
Tour Operator Name: Sparkle Tour Series Business: Burning Man Festival USA-9 days Featured Hotels: N/A Departure: Beijing Details: Jointly working with Wdphoto, a photography travel company, Sparkle Tour developed this 9-day Burning Man Fest travel product including one day trip to Lake Tahoe after Burning Man Fest and stay in Lake Tahoe Resort. It departs on August 25th. Major Products Development
Tour Operator Name: Sparkle Tour Series Business: Explore the National Parks in U.S.-14 days Featured Hotels: Red Lion Elko (one night) Departure: Beijing Details: One-night stay at Elko on the way from Lake Tahoe to Yellowstone National Park, staying in Red Lion Hotel & Casino. Tasting the Basque food is the must try in the itinerary. Major Products Development
Tour Operator Name: Beijing China International Travel Service(Beijing CITS) Series Business: Crazy Alien Trip in Nevada-10 days Featured Hotels: Best Western (1 night), Pioneer (1 night) Departure: Beijing Details: This product departs on Sep 23, Oct 3, and Oct 21, which is more focusing on photography fans. On day 2, they will go to Death Valley, Rhyolite, Car Forest, and stay in Tonopah. On day 3, they will drive along ET highway, and then go to Valley of Fire state park, and then back to Las Vegas. Trade FAM Trips
Outlaws, Cowboys and Aliens Nevada Road Trip FAM
Date: September 10-14, 2018
Attendees: Beijing CTS Sport Travel Service—Hong Yang Chongqing Mapping World 360—Johnny Zheng
Itinerary: Downtown Las Vegas, Valley of Fire, ET Highway, Tonopah, Goldfield, Beatty, Death Valley, Pahrump, Boulder City, Grand Canyon. Trade FAM Trips
2018 GGTS Post FAM
Date: November 14-18, 2018
Attendees: Beijing Fancy Tours—Diana Liu Guangzhou DTA — Danie Deng Beijing Ctrip — Qing Zhang
Itinerary: Reno - Lake Tahoe - Carson Valley - Virginia City – Elko - West Wendover In-house Training