The Park City Chamber/Bureau later this year will send a representative to a tourism trade show in China, in what will be another bid to position Park City in the global skiing market.
The Chamber/Bureau is participating in a show in Shanghai in November. It is traveling as part of a delegation of state tourism officials.
The international sales manager for the Chamber/Bureau, Annie Hemmisch, will represent the organization.
The trip is part of the Chamber/Bureau's expanding efforts to reach a wider group of international markets. Travelers from abroad have traditionally arrived for skiing from Western Europe and some South American countries.
"It's new for us, but it is attractive from what we've been studying," said Bill Malone, the president and CEO of the Chamber/Bureau.
The Chamber/Bureau has not traveled to China before, but it helped fund a visit there by Mayor Dana Williams earlier in 2012. Part of the mayor's trip was spent promoting tourism.
There is interest in making further inroads in the world's most populous country as skiing grows in popularity and Chinese venture abroad more frequently.
Malone said upward of 1 million people from China visit the U.S. annually. They were first interested in the nation's metropolises and are now traveling to smaller, more luxurious resort destinations, he said.
They want "bragging rights about where they've been," he said.
Malone said the mountain resort of Whistler, British Columbia, has notably tapped the Chinese tourism market.
The Chamber/Bureau in the 2011-2012 ski season did not sell any lift-ticket packages to Chinese tour operators, a sign that there were likely few skiers or snowboarders in Park City during the most recent ski season.
The community has had an interest in China at various levels through much of its history, starting with the Chinese immigrants who came to Park City during the silver mining heyday of a century ago. In recent years, a student exchange program has existed.
The Chamber/Bureau trip to China will follow a spring visit there by the mayor. He made stops in the capital of Beijing and Shanghai for tourism promotion purposes. Williams said afterward he met with a travel firm that organizes trips to the American West. He brought with him what was then a rough draft of a three-page promotional piece written in Mandarin Chinese. The Chamber/Bureau had created the draft.
Williams acknowledged upon his return that "there's not a big ski industry in China."
The Chamber/Bureau this fall, meanwhile, will also send Hemmisch to Moscow on a tourism mission. Russia is another new market for the Chamber/Bureau.
Skiing in Russia is well established, and it will host the 2014 Winter Olympics in the city of Sochi along the Black Sea. It will be the first Winter Olympics staged in Russia.
Malone said the Chamber/Bureau in the 2011-2012 ski season sold a small number of lift-ticket packages to tour operators from Russia and arranged familiarization tours for Russian operators.
Park City in the years since the 2002 Winter Olympics, when approximately half of the events were held locally, has boosted its brand internationally.
The five countries with the most visitors traveling to Park City during the 2011-2012 ski season were, according to the Chamber/Bureau:
3. United Kingdom