CALIFORNIA TRAVEL & TOURISM COMMISSION INNSPIRE CONFERENCE & TRADE SHOW INNSPIRE CONFERENCE & TRADE SHOW FEBRUARY 1, 2011
Karin Fish Chief of Operations California Travel & Tourism Commission
CTTC Leadership Governor of California Secretary of the Business, Transportation and Housing Agency and CTTC Chair CTTC Commissioners Past Commissioners
CTTC Leadership CTTC President and CEO, Caroline Beteta Appointed to the board for the Corporation for Travel Promotion National board to function as a the promotional body for United States travel and tourism industry
California Tourism The California Travel & Tourism Commission (CTTC) is responsible for promoting California s image worldwide in order to increase travel lto the state. t Since 1998, CTTCh has had a direct impact on increasing tourism to California through: Advertising Visitor publications Cooperative programs California i Welcome Centers (statewide) International travel and trade programs Media outreach New media/web site tools (www.visitcalifornia.com)
California Outlook
2010 Year-End Projections Travel Spending = $94.2 billion +7% State and Local Taxes= $5.7 billion +7% Employment= 881,000 0% $120.0 $100.0 $80.0 $60.0 $40.0 $20.0 $0.0 DirectTravel Spending incalifornia $87.7 $94.2 Source: Dean Runyan Associates, Tourism Economics
California Tourism Outlook 2011 Forecast 3% increase in visits Domestic visits up 3% International visits up 6% 6% increase in travel spending Domestic spending up 5% International spending up 9% Source: Tourism Economics, October2010
2011 Digging out of the hole!
Big Return on Small Investment Accommodations contribution to assessment prior to 2007 was approximately $4.6 million, or 62%. Passenger car rental industry contribution will contribute an anticipated total of $240 million through 2013.
STRATEGIC MARKETING
Consumer/ Brand Media Co op Marketing Strategic Planning Web Based Media/ Interactive Travel Trade Research
Destination Marketing Strategy USA California Region City/Town Hotel Retail Bulls useye = Retail Restaurant Attractions
FY 10/11 Domestic Market Coverage & Spending Domestic Budget FY 10/11 Brand Advertising $18,000,000 Web Interactive $ 2,350,000 Co op op Promotions $ 840,000000 Publications $ 900,000 Communications $ 2,285,000 Travel Trade $ 60,000000 Research $ 540,000 Welcome Center $ 30,000 TOTAL $ 25,005,000
Encourage More International Inbound Travel FY 10/11 International Budget United Kingdom Canada Australia Japan China Germany $ 6.5 million $ 2.4 million $2.3 million $ 1.2 million $ 1 million $ 1 million South hk Korea $ 800,000000 Mexico $ 700,000 Secondary/Emerging $ 600,000 Global Programs $ 106million 1.06 TOTAL $ 17,560,000
12 International Offices UK, Australia, Japan, Germany, Mexico, S. Korea, China, India, Brazil, France, Italy, Scandinavia
Brand Advertising Increase non resident and resident leisure travel visits Leverage Diversity positioning Communicate CA s core attributes and compelling point of difference: California Attitude Desirable eclectic lifestyle Unique culture Diversity is woven together by spirit
Brand Advertising Misconceptions New umbrella brand spot, new talent! Friends in High Places Showcases winter in California The Good Life Showcases California as a culinary destination
Video: Misconceptions
Call to Action: www.visitcalifornia.com Fresh Design & Added Content Featured Activities
2011 International Web Sites Visitcalifornia.co.uk Visitcalifornia.com Visitcalifornia.fr Visitacalifornia.com.mx Visitcalifornia.dk Visitcalifornia.de Visitcalifornia.it Visitcalifornia.be Visitcalifornia.in Visitcalifornia.jp Visitcalifornia.co.kr China.visitcalifornia.com Visitcalifornia.com.br Visitcalifornia.com.au
Publications
New! Inside the 2011 CVG 500,000 California Visitor s Guides produced deach year
2010 International Guides
California Welcome Centers 18 CWCs Statewide 1. Alpine (San Diego) 2. Anderson 3. Arcata 4. Auburn 5. Barstow 6. El Dorado Hills 7. Mammoth Lakes 8. Merced 9. Oceanside 10. Oxnard 11. Pismo Beach 12. San Bernardino 13. San Francisco 14. Santa Rosa 15. Truckee 16. Tulare 17. Yucca Valley 18. San Mateo
California Welcome Centers
Marketing Program Planner http://tourism.visitcalifornia.com CTTC provides a great way for consumers to see your events, content & images! Please submit editorial content and destination listing requests through the submission tool Thousands of editorials & events have made it onto the Web site!
Insights Online
Find This Presentation Online! http://tourism.visitcalifornia.com Travel Industry Tab Presentations
April 26-28, 28 2011 Sacramento Featuring International ti Summit & Destination Day
Jonelle Tannahill jtannahill@visitcalifornia.com California Travel & Tourism Commission
CALIFORNIA TRAVEL & TOURISM COMMISSION INNSPIRE CONFERENCE & TRADE SHOW INNSPIRE CONFERENCE & TRADE SHOW FEBRUARY 1, 2011