Travel outsourcer tapped by Harrah’s

Harrah's Entertainment is partnering with a Scottsdale, Ariz.-based travel outsourcing firm to drive international visitors to its nearly 11,300 rooms on the Strip.

The gaming giant has hired Discover the World Marketing to provide marketing and sales representation to international groups including tour companies, travel agents, trip planners and meeting and convention planners in 54 countries outside the United States, the companies are announcing today.

Financial terms weren't disclosed.

"This new business relationship demonstrates Harrah's strong commitment to our international guests and hospitality industry partners," Annette Weishaar, vice president of leisure sales for Harrah's Entertainment in Las Vegas, said in a statement.

The agreement includes Caesars Palace, Flamingo, Paris Las Vegas, Bally's, Harrah's, the Imperial Palace and Rio in Las Vegas.

Discover the World Marketing is a 27-year-old company that has its roots in Las Vegas, where its first client was located.

"This is a perfect match because Harrah's audience is global and Discover is the company that can showcase their properties to the world," Discover Chief Executive Officer Jenny Adams said in a statement. "Overnight we will begin selling Harrah's properties in 54 countries via our unique global network of offices. Besides using all the trade channels of distribution, we will also drive consumer and trade to Las Vegas via Harrahs.com."

Discover the World Marketing has 83 offices in 55 countries, including most of South America, Europe, Asia and Central America, Mexico, Canada, Russia, South Africa, Egypt, Israel, Saudi Arabia and Australia.

Foreign travelers accounted for 15 percent of the 37.5 million visitors to Las Vegas in 2008, up from 12 percent of the visitors in 2007.

Nearly 54 percent of foreign visitors come to the area on vacation, but only 4 percent come for meeting or convention business, according to an annual report issued by the Las Vegas Convention and Visitors Authority.

Harrah's revenues in Las Vegas fell 19.8 percent the first six months of the year, which the company blamed partly on declines in the group-travel business. The company reported room occupancy in the area at 95 percent in the second quarter, but the weakness in group-travel business drove down average daily room rates.

Contact reporter Arnold M. Knightly at aknightly@reviewjournal.com or 702-477-3893.