By Loretta Burkhart, The Times-News, Twin Falls, Idaho
Knight Ridder/Tribune Business News

Jun. 15--TWIN FALLS, Idaho--With Magic Valley tourism at the top of his agenda, Twin Falls Area Chamber of Commerce executive Kent Just was one of 54 delegates who participated recently in the governor's trade mission to Asia.

Amid agricultural trade issues and an overview of Idaho's top markets and exports to China, Just was given the opportunity to share information about the local area.

Using taped, bilingual presentations about the state of Idaho -- produced on video by the Department of Commerce -- Just could emphasize some "spectacular shot" featuring the Snake River Canyon.

Although China rarely allows its citizens to visit the United States as tourists, Just said he feels as if "some doors were opened" during Gov. Dirk Kempthorne's rescheduled trip that had been canceled following the 9/11 terrorist attacks.

Participating only in the first half of the mission, which included the cities of Beijing and Shanghai, Just said the trip was well worth the wait.

"I believe we have established -- and in some cases have 're-established' -- some good, strong relationships with business leaders -- especially in Shanghai," said Just, who describes the outward attitude of the people as "happy and outgoing" in a "very modern society."

With an agenda that promotes the World Trade Organization, the chamber's next step is "to educate our members about the business opportunities in China.

"We have tried to establish relationships that will give us a chance to build more relationships," Just said.

The trip was Idaho's third delegation to China in the past four years.