A NEW ERA FOR CALIFORNIA TOURISM

California’s travel and tourism industry has entered a golden age.

The Dream Big Dividend doubled the state’s marketing budget to more than $100 million in FY15/16, providing the capital needed to amplify the California brand around the world.

The results are delivering global impact on a scale that, until now, was only a dream.

Competing Globally

In inspiring travelers around the world to choose California, the state’s tourism industry laid the foundation to compete on a global scale like never before. By doubling the state’s international investment to $34.4 million, Visit California moved deeper into high-ROI markets, such as China and United Kingdom, and better positioned the brand in emerging markets, such as India and Brazil. A strategic partnership with social media agency ICUC enhanced the ability to connect with potential visitors through localized content across the globe.

 

  • 8.2 billion GLOBAL BRAND IMPRESSIONS
  • 14 MARKETS
The China Sales and PR Mission included a VIP dinner at the Ritz Shanghai.
World renowned climber and Dreamer Kevin Jorgeson spoke at the consumer activation in Shanghai.
World renowned climber and Dreamer Kevin Jorgeson scaled a rock wall at the consumer activation in Shanghai.
James Huang and Michael Merner talk at the Global Networking Session at Outlook Forum.
Camila Anuate, center, and Flavia Silva talk with Charles Crellin of Boutique Hotel Collection at the Global Networking Session at Outlook Forum.
The UK Sales and Media Mission made stops in London, Edinburgh, Bristol and Dublin.
The UK Sales and Media Mission made stops in London, Edinburgh, Bristol and Dublin.
Visit California Associate Vice President of Global Marketing Leona Reed speaks at the China Sales Mission VIP dinner.
Kevin Jorgeson speaks at the China Sales Mission VIP dinner.
China CEO Mission attendees included top tourism leaders committed to the China market. From left, back row: Clay Gregory, President and CEO of Visit Napa Valley; Scott White, President and CEO of Greater Palm Springs; Andy Wirth, President and CEO of Squaw Valley; Caroline Beteta, President and CEO of Visit Califoria; Ed Fuller, President and CEO of Orange County Visitors Association; Dennis Quinn, Vice President of Sales for Universal Studios Hollywood; Misti Kerns, President and CEO of Santa Monica CVB. Front row: Chuck Davison, President and CEO at Visit San Luis Obispo County; Mike Gallagher, co-CEO and Founder of CityPASS; Joe Terzi, President and CEO of San Diego Tourism Authority; Kathy Janega-Dykes, President and CEO of Visit Santa Barbara; and James Bermingham, Executive Vice President Operations Montage Hotels & Resorts.
The inaugural Global Ready seminar was held at Pier 39 in San Francisco.
Global Ready attendees received information along with a presentation.
Margaret Zeiger of CSU East Bay, left, and Judy Liu of Tiffany & Co. attend the introductory Global Ready seminar in San Francisco.
Anton Eckert of San Francisco Travel speaks at the Global Ready seminar in San Francisco.
Jeffrey Blair of Visit Berkeley shares some information about passing business cards in China.

Welcoming China

China is a critical market for California with more than 1.1 million visitors in 2015, outpacing all overseas markets. Visit California tripled its efforts in China with a nearly $10 million investment, along with hosting its largest Sales and Media Mission, and leading the first CEO Mission to develop relationships with key Chinese executives and government leaders. In the Golden State, Visit California facilitated 11 Global Ready China seminars to prepare the industry to welcome Chinese visitors.

  • 1.1 million CHINESE VISITORS
  • FIVE OFFICES ACROSS GREATER CHINA, THREE OPENED IN FY15/16
  • 1,000 GLOBAL READY CHINA INDUSTRY PARTICIPANTS

Inspiring With
‘Top Chef’

California was on display for millions of global viewers through an innovative broadcast integration with season 13 of “Top Chef.” A collaboration with six destination partners made it possible for Visit California to bring the popular show to the state for the full season. The collective $1 million investment was amplified by media outreach, returning an added $19 million in media value.

WATCH THE FULL SEASON

  • 422,000 VIEWERS PER EPISODE
  • 20 COUNTRIES
  • 210 million IMPRESSIONS

Leveraging Super Bowl 50

Super Bowl 50 delivered a historic moment for the Golden State with more than 167 million viewers tuning in to see a glimpse of California, along with 1.9 million visitors attending Super Bowl 50 events. Visit California partnered with the Super Bowl 50 Host Committee, and extended the state’s exposure through “Bay Area or Bust” – a special three-part Dream365TV original video series, leveraging the limelight of popular YouTube stars and legendary quarterback Joe Montana.

WATCH THE FULL SERIES

  • $2.2 million ADDED VALUE THROUGH HOST COMMITTEE PARTNERSHIP
  • 97 million 'BAY AREA OR BUST' IMPRESSIONS
  • 56 years 'BAY AREA OR BUST' VIEWING TIME