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.