On August 20, the Las Vegas Hospitality Association hosted a luncheon at Wolfgang Puck’s Postrio restaurant at the Venetian. John Bischoff, vice president of international brand strategy for the Las Vegas Convention and Visitors Authority, was the guest speaker and discussed statistics and the convention and visitors authority's efforts to brand the city around the world.
For instance, Bischoff shared that in 2007 Las Vegas had 39,196,000 visitors, with 4.7 million of them (12 percent) international visitors. In 2008, the figure dropped to 37,500,000 visitors, but the international number jumped by 900,000, to 15 percent of visitors.
L.V.C.V.A. efforts discussed at the luncheon included managing seven international VisitLasVegas Web sites—to capitalize on international tourism—and a logo change. Bischoff said not everyone knows the destination as “Vegas” and that the tag line, “What Happens In Vegas, Stays In Vegas,” doesn’t necessarily translate in other countries, so it needs to be adapted.
The L.V.C.V.A. is also working to get more direct flights to Las Vegas, with considerable success, particularly in the United Kingdom, where Virgin Air currently offers nine weekly direct flights. Beginning in October, British Airways will begin daily direct service, offering 7,500 more seats monthly.
As part of its international sales push, the authority went from eight international sales offices in the 1990s to 12 offices representing 75 countries around the world. The offices employ more than 50 people.
