CARSON CITY, Nev. -- State tourism officials named an experienced
executive to expand international travel here and announced a $1
million program to counteract casino expansion in California.
Carla Fisher, a Las Vegas tourism industry executive, was
appointed manager of international tour and travel for the Nevada
Commission on Tourism.
"She comes here at a critical time, when Nevada is diversifying
its tourism product and reaching around the globe to attract
visitors from new and established markets in Asia, Latin America
and Europe," said Lt. Gov. Lorraine Hunt, the commission's
Fisher's experience includes initiating strategies that promoted
the bottle-shaped World of Coca-Cola Museum on the Strip and
helping to increase overseas group sales.
About 10% of Nevada's annual 45.5 million visitors come from
other countries, according to the commission. The top three
overseas markets are Canada, Japan and the U.K.
State tourism officials also announced a $1 million program to
spur recreational vehicle travel as the first project in a broader
campaign to counteract competition from expanded casino gambling in
Hunt said the state faced stiff competition because of voter
passage of Proposition 1A, which will expand Indian gaming in
California. Estimates are that one-third of domestic visitors to
Nevada come from California.
"We intend to offset any losses and actually increase Nevada's
tourism by inviting visitors to 'Discover the Other Side of Nevada'
-- our state tourism motto," Hunt said.
Accordingly, the tourism commission joined forces with
Fleetwood, the world's largest RV manufacturer, to promote travel
to rural Nevada. Visitors to the state coming here in RVs next year
will be able to enter a contest with a grand prize of a luxury
Rural Nevada is everywhere in the state outside of metropolitan
Las Vegas and Reno, according to the commission.
Additional tourism-promoting programs aimed at countering the
California expansion will be announced later, officials said.
In other statewide tourism developments:Visitors to the state's Millennium Web site, www.2000nevada.com,
are eligible to win a trip to Nevada worth up to $5,000. The
contest will run through Aug. 1.For the second consecutive year, Don Laughlin's Riverside
Resort in Laughlin and Boulder Station Hotel & Casino in Las
Vegas have been nominated among 10 finalists for the "Casino of the
Year" award by the Academy of Country Music. The winner will be
announced at a televised show on May 3.The construction of four Las Vegas resorts coupled with a
strong national economy led to a record 45.5 million visitors to
the state last year, an 8.3% increase over last year, according to
Hunt.Nevada last winter was among the top five destinations of
choice for U.S. travelers. The state was in fifth place, trailing
Florida, California, Hawaii and Texas, according to the Travel
Industry Association of America.U. S. Highway 50 from Delta, Utah, to Austin, Nevada, labeled
the "Loneliest Road in America" by Life Magazine, will be the scene
of a series of special events through November. The road runs from
Lake Tahoe to the Utah border. For more information, contact the
White Pine Chamber of Commerce at (775) 289-8877.
Nevada Commission on Tourism
Phone: (775) 687-4322