Domestic market targeted with three-pronged approach; international to return in phases
Tourism continues an uneven recovery from the onset of the COVID-19 pandemic in 2020 and subsequent travel restrictions and shutdowns. Travel Nevada is positioning the state’s tourism industry to meet the challenges ahead with deliberate domestic and international tourism strategies as well as industry and professional development programs for the tourism industry.
Nevada’s domestic market, comprised primarily of drive markets into the state as well as regions with direct airlift into the state, will be served with a three-pronged approach:
- Marketing efforts will include participation at domestic trade shows and events (see list of FY 2022 Travel Nevada Trade Shows & Events here), as well as training and familiarization trips (FAMS) for travel agents, operators, wholesalers, receptives, airlines and online travel agencies (OTAs). Additionally, Travel Nevada will layer business-to-business-to-consumer (B2B2C) co-op marketing opportunities when possible.
- Audits will be taken of travel trade products, including global distribution systems (GDS) used to reserve airline seats, hotel rooms and other travel-related items. Travel Nevada also will review Bed Banks (specialized B2B platforms that contract supply from hotels and accommodations providers and make it available to travel sellers) as well as OTAs promoting tours and attractions.
- Travel Nevada will partner with neighboring states to develop multi-state itineraries to draw new visitors to the region.
International travel into the United States reopened in November 2021, after closing to most countries in early 2020. Travel Nevada recognizes that the global recovery is in a state of flux and plans a phased approach to resuming international activities, based on data from research firm Tourism Economics. The tentative schedule to reopening international offices, subject to modification in the event of changes in the COVID-19 situation and/or funding, is as follows:
- Canada and Mexico in FY 2022
- United Kingdom, Germany and Australia in FY 2023
There is an opportunity to increase visitation from France, China, India, South Korea, Japan and Brazil — countries in which visitation and spend numbers at this time are too low to warrant in-market offices. Travel Nevada plans to reach those markets by leveraging its partnership with Brand USA to deliver an inspirational travel message and by working with U.S.-based receptive operators serving those countries. Travel Nevada also will take advantage of cost-effective opportunities where applicable, such as social media and in-market marketing co-ops with known travel brands, to reach those markets.
Industry and professional development programs
Two online training platforms are in development: one for travel trade professionals promoting Nevada, the other for Nevada “ambassadors”: frontline hospitality staff and volunteers as well as destination marketing organization (DMO) and chambers of commerce personnel. Those programs are expected to launch in early 2022.