Still, it won't be easy convincing Chinese tourists that they want to spend less time in big U.S. cities like Los Angeles, New York City, San Francisco, Washington, D.C., and even Buffalo, where Niagara Falls is a popular stop, Wang said.

"Utah is more suitable for travelers with many experiences already," he said. "To be honest, I don't think it suitable for those traveling to the U.S. for the first time. Chinese always want to visit large cities in the U.S. because they can fly there very easily."

Only about 10 percent of the Tianjin-based agency's nearly 4,000 customers annually even travel to the United States, Wang said. Most of them never leave China, and when they do, destinations in Asia, Europe and Australia are favored over the United States and Canada.

Shawn Horman, vice president of Western Leisure Travel, said there may be more potential in marketing the state to businesses and government agencies. Western Leisure specializes in arranging conventions, trade shows, corporate retreats and incentive vacations that are awarded to top employees.

Horman, who participated in the presentation, said he was pleased with the reaction from the Chinese audience. "There is great opportunity, they all feel there is," he said. "They're impressed with what they've seen."

Just how much business Horman will see as a result of participating in the trade mission remains to be seen. "It's kind of iffy, 'if we build it they will come,"' he said. "But if we create the right opportunity, they will."

Brett Heimburger, Asia director for the governor's office of economic development, said the price tag for hosting the travel industry officials will exceed $20,000. Was it worth it? "Absolutely," Heimburger said. The same information could have been provided at a lower-key event without the governor, he said, "but you wouldn't get the bang for the buck."

The reception ended late Wednesday afternoon, but Huntsman still had meetings scheduled with officials of the State Administration of Industry and Commerce about making it easier for the state's nutraceutical companies to do business in China.

And the governor was to have a private dinner with China's assistant foreign minister for North America, He Yafei. He is one of a number of Chinese officials the governor knows from his days as a diplomat.

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