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Japanese business leaders are descending on Denver this week in a visit aimed at increasing Colorado tourism.

The visit is largely sponsored by United Airlines as a way to sustain the airline’s new nonstop route between Denver International Airport and Tokyo’s Narita International Airport by promoting tourist travel.

According to the Denver Post, organizers hope journalists on the trade mission will write about the state as an attractive destination.

Photo Credit: Passengers wait in security lines at the Denver International Airport in Denver. Nathan Armes / Reuters