Are cowboys and ads enough to lure Chinese tourists here?

By Becky Bosshart

According to Chinese custom, it's proper etiquette to present your business card with two hands.

I remembered that cultural nuance after I passed my business card to the president of the Chinese Travel Channel, with one hand.

He didn't seem to mind. He passed his to me between his thumb and forefinger, right before he had to start pinching his nose to stop it from bleeding as we climbed higher up in the mountains aboard the Virginia & Truckee Railroad last week.

I was determined to impress the group of Chinese media professionals with my international panache. The Nevada Commission on Tourism, a sponsoring airline and several Nevada hotels paid for their tour of the Silver State. The tourism commission loves that Nevada is one of the few states permitted to advertise in China, and never misses an opportunity to mention it.

I'm sure I impressed the pilot from Air China when I had to balance my notebook, clutch my purse under one arm, and fumble to get my card out of its case. I presented it to him with both hands. He accepted it and bowed. I nearly fell over, I was so proud.

When I'm around Chinese people I'm inspired by their courtesy and eagerness to experience America.

From my American point of view, I imagine the Chinese should look a little less happy. They should look oppressed by their Communist government, downtrodden by their limited economic freedom and devoid of all hope.

Here are some stats from the 2005 Index of Economic Freedom:

• China has high barriers on capital flows and foreign investment, but it's getting better now that foreign retailers can do business without Chinese partners

• Corruption in business regulation is widespread

• Property rights have a low level of protection

With this shadow looming over it, it's not surprising that some tourism experts are cautious about how influential a Chinese market might be in Nevada.

Candy Duncan, Carson City Convention & Visitors Bureau executive director, honors any program that attracts more visitors to Nevada, such as the state tourism commission's media tours.

"I anticipate that it'll take quite a while before we see an influx of Chinese visitors to Northern Nevada," she said.

According to the CIA factbook, China's economy has changed from a "centrally planned system ... largely closed to international trade" to a more market-based economy, making it a global player.

According to MarketWatch.com, China is bullish, prodded by U.S. consumers. China's stock market increased 28.4 percent his year (by mid-May) according to Morgan Stanley Capital International. In contrast, U.S. stocks have gained 3.6 percent so far. China's consumer class is growing. Its industrial output is staggering.

Dave Friedrich, owner of the Hampton Inn & Suites, said Chinese tourists should be welcomed as a powerful economic force.

"I think the tourism impact on Carson City will be so beneficial, and not just for people who own hotels and restaurants," he said.

Friedrich supports the construction of the Chinese Workers' Museum in east Carson City, a $50 million museum and archives to honor the Chinese laborers.

Joe Curtis, owner of the Mark Twain Bookstore in Virginia City, said small businesses need to make changes to welcome international visitors.

"The Chinese tourist has a significant love for the cowboy and vast cultural differences," he said. "You can't expect them to buy the products that Americans usually buy. Businesses are going to have to re-evaluate their marketing schemes so they are more directed toward cultural diversity."

He's started that by printing his brochures in seven different languages. The Arabic version is on its way.

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