CARSON CITY, Nev. — The Nevada Commission on Tourism has expanded its representation worldwide and now is marketing the state and its array of shopping, dining, skiing, golf and outdoor adventures to 42 countries and millions of potential travelers, Lt. Gov. Brian K. Krolicki announced today.

The state tourism agency signed marketing and sales contracts with five new representatives, signed a new contract with its existing representative in Japan and continues to work with a representative in China. These representatives reach 42 countries, a dramatic increase in exposure for Nevada, which previously had representation in only four countries. Favorable exchange rates and an increased desire to travel to America are only two reasons many American destinations are targeting international travelers, so much so that the Travel Industry Association (TIA) has deemed Saturday, Sept. 27, World Tourism Day.

“International tourism is critical to Nevada as we expand our economic base,” Krolicki, tourism commission chair, said. “The rest of the world isn’t necessarily affected by our economic ups and downs, and this is proving to be a very lucrative time to travel to America. TIA’s designation of World Tourism Day reinforces what many U.S. destinations already know: We must work together to attract visitors to explore America and boost our economy.”

The Nevada Commission on Tourism has renewed its contract with Japanese agency Okada Associates and NCOT China in Beijing. The new representatives include VoX International Inc. in Canada, Connect-Worldwide in South Korea, Hills Balfour Synergy in the United Kingdom, AVIAREPS in Europe and Ad Nova, Comunicacion Estrategica, in Mexico. Together these seven representative companies will reach 42 countries around the world.

The Nevada Commission on Tourism is charged with marketing a state whose No. 1 industry is tourism. With such a heavy focus on tourism, Nevada has been a leader in promoting travel worldwide, and the commission was the first U.S. destination licensed by the Chinese government to advertise to outbound travelers in China. The commission has signed eight friendship agreements with Chinese destinations and continues to support national efforts to make travel to the United States easier through Visa Waiver initiatives and proactive marketing around the world. The commission just welcomed its first group of Chinese leisure tourists under a new agreement between the U.S. and Chinese governments that allows tour operators to market and book tours to Chinese Consumers, and this month hosted German and Italian journalists producing travel features about the Silver State.

“Nevada has the benefit of the name recognition of Las Vegas and Reno-Lake Tahoe, but our state is much larger than just those two areas, and we work tirelessly to tell the world about all the exciting and intriguing things to do around the state,” Krolicki said. “The tourism commission participates in international trade shows and will embark on a sales mission to Brazil next month. I will be traveling to the China International Travel Mart in November, and the commission will send sales representatives to World Travel Market in London in November.”

The international representatives are responsible for public relations, sales and advertising in their respective countries, as well as maintaining a Web site in the language of their markets. The Las Vegas Convention and Visitors Authority (LVCVA) also uses several of these agencies for its international marketing and sales, which works to the benefit of both the LVCVA and the Nevada Commission on Tourism. For more information on the commission or its efforts worldwide, visit www.TravelNevada.com.