Pasadena Plans on Attracting Chinese Dollars to City

Sage Brennan, co-founder of China Luxury Advisors, at the press conference held Sept. 15, 2015, at the Pasadena Civic Center. – Photo by Terry Miller

By J. Shadé Quintanilla

Visited by Americans across the nation, Pasadena is trying to attract a specific group of travelers – Chinese tourists. At a press conference held on Tuesday, the city announced the launch of its “China Ready” program, an initiative designed to raise awareness of city for Chinese citizens interested in visiting the United States. By partnering up with institutions and organizations, like the Norton Simon Museum and the USC Pacific Asia Museum, the city hopes to turn Pasadena into a premier destination that is both exciting and comfortable for Chinese tourists.

The idea for this program came after increasing number of Chinese visitors in Los Angeles. According to the World Tourism Organization, from 2013 to 2014, there was a 20 percent growth in Chinese tourists visiting Los Angeles. In recent years, studies show that 83 percent of arrivals at the Los Angeles International Airport during the months of July and August were from mainland China. The amount of Chinese tourists coming to the United States, as a whole, is expected to triple by 2020. This number is in part due to an agreement between the U.S. and the People’s Republic in 2014 to allow for 10-year tourist visas.

Close to Los Angeles, the Pasadena Convention & Visitors Bureau plans on using the city’s proximity to its advantage. Although Pasadena is not located in the heart of L.A., speakers noted at the conference that it is right at the center of everything in Southern California. The city wants to demonstrate that it is not too far from places like Beverly Hills and Hollywood. And that it is conveniently located near top restaurants for fine dining, outlet malls with good bargains, and popular attractions like Disneyland.

The city also hopes to highlight its tourist attractions, such as the Rose Bowl and the Tournament of Roses. According to Sage Brennan, an advisor for the company China Luxury, the Rose Parade is not as well known in China. By increasing marketing and awareness about the New Year’s celebration along with other attractions, the China Ready program aims to present Pasadena as an aspirational destination where tourists can gain a unique and authentic Southern California experience.

“Pasadena has a tremendous amount to offer, and it should be on the consideration of any tourist that’s coming to this area,” stated Congresswoman Judy Chu at the press conference.

The city plans on becoming “China Ready” by partnering up with various businesses and organizations and educating them about the steps they need to take to accommodate Chinese visitors. The education program will consist of seminars on topics, such as Chinese customs, social media, and sales.

The visitor’s bureau will also be making some changes of its own. On the Visit Pasadena website, they will create a Chinese language section by transcribing existing content and introducing new material. They will also create a Chinese language map of the city.

Outside of attracting temporary visitors, the city hopes that their efforts will encourage Chinese professionals to bring their businesses to Pasadena. “One of the big parts of this [program] is from an economical development standpoint,” stated Mayor Terry Torneck. We believe that any visitor that comes to Pasadena potentially has the opportunity to bring their business here.”

Pasadena hopes to receive an increase in Chinese tourists in the near future.

Mayor Terry Tornek at the press conference held on Sept. 15, 2015 at the Pasadena Civic Center. – Photo by Terry Miller

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