California Tourism Commission Director To Address Future Of State's Tourism Effort

Public Record, The, Sep 18, 2007

Caroline Beteta, Executive Director, California Travel and Tourism Commission (CTTC), will visit the desert to make a special presentation on behalf of the state's Tourism Marketing Renewal Campaign, Wednesday, October 10, at Palm Springs Convention Center.

Beteta, whose presentation is titled "Sustaining California's $93 billion Tourism Industry," will discuss the CTTC's current goals and strategies, and outline the direction the Commission plans to take the state's tourism program in the next three to five years.

Hospitality professionals throughout the desert area are encouraged to attend the presentation at the Palm Springs Convention Center's Primrose Room A, from 1:00 p.m. to 3:00 p.m. There is no charge, but attendees are asked to RSVP by calling Jessica Stephens, Palm Springs Desert Resort Communities CVA at (760) 969-1337.

The CTTC's statewide campaign, now underway and extending through late November, includes stops in major cities throughout the state, featuring speakers from the CTTC's Senior Management Team.

Following the completion of the multi-city campaign, ballots will be sent to tourism professionals throughout California, beginning October 19, asking assessed businesses to renew their commitment to funding the CTTC. Voting will conclude November 19. The last assessment was up for renewal in 2001 and received more than 84 percent support.

"For more than a decade, the CTTC has guided the marketing of California as the world's premier tourist destination," Beteta said. "Through a combination of television advertising, visitor publications, cooperative programs, media outreach, and much more, the CTTC has increased California's domestic market share.

"Without passage of the renewal, California will go to last among state tourism marketing budgets - essentially, California would not be marketed. With the help of our constituents, we hope to overwhelmingly pass the renewal once more," Beteta said.

California presently ranks second (behind Hawaii) in the top 10 tourism marketing budgets in the United States, with a budget of $50 million.