California Tourism Marketing Renewal Campaign

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California Tourism Marketing Renewal Campaign
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California Travel and Tourism Commission (CTTC)

• CTTC is responsible for promoting Californias
  image worldwide in order to increase travel to
  the state. Since 1998, the California Travel and
  Tourism Commission (CTTC) has had a direct impact
  on increasing tourism to California through
• Advertising
• Visitor publications
• Cooperative programs
• California Welcome Centers (Statewide)
• International Travel and Trade Programs
• Media Outreach
• New Media/Web Site Tools
  (www.visitcalifornia.com)

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Proven Track Record

• CTTC has a proven track record of spending money
  wisely 90 of the budget goes directly to
  marketing and reserves while just 10 goes to
  operations.

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Applying Strategies Tactics
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Domestic vs. International


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Preparing for Tomorrow
California travel and tourism industry is doing
well, but if existing efforts slowdown, there is
a risk of losing market share to other states
especially in an economic downturn.
(Source D.K. Shifflet Associates, Ltd.)
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Domestic - Advertising
Ad/Co-op Budget
Total Budget
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Economic Benefits of Attracting International
Visitation

• The states market share of overseas visitors to
  the U.S. has declined since late 1990s
• Using expanded marketing funds with the goal of
  returning to pre-9/11 levels would generate an
  additional 1.7 billion in overseas visitor
  spending
• This spending would generate 66.7 million in
  additional state tax revenues, and directly
  support 18,000 additional jobs

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Encourage More International Inbound Travel

• Currently CTTC is building an infrastructure to
  support bigger marketing programs in Europe, Asia
  Pacific Canada.

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Big Return on a Small Investment

• Because of 2006 legislation, the Car Rental
  Industry contributes 79 of the total budget
  compared to accommodations at 13.

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Other States Responding to CA

• Florida has already increased funding by 10
  million for tourism marketing now that California
  has moved up.
• Vote No CA Moves from 3rd to 50th

Source TIA Comparisons made based on
competitive states budgets reported for 06/07
and Californias 07/08 budget.


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Get Involved
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California Tourism Marketing Renewal Campaign