California's tourism industry was flying high in 2016.
According to a new report by Visit California, the state's tourism marketing agency, traveler spending in California recorded its seventh straight year of growth surpassing $126 billion for the year.
"This report shows that tourism is a powerhouse that generates community benefits and economic value for all Californians," said Caroline Beteta, President and CEO of Visit California.
Also revealed, tourism supported 1.1 million California jobs last year, and injected $10.3 billion into state coffers via tax revenue.
The report, created for Visit California by Dean Runyan Associates, also indicates that California traveler spending grew 3.2 percent last year, outperforming the national growth rate by nearly a full percentage point.
In the past 25 years, California's visitors have spent a whopping $2.16 trillion and generated more than $165.3 billion in local and state taxes.
Travel Trade Marketing
As California's visitor industry celebrates its successes it is also quietly rolling out an upgrade to its travel trade program, California Star. While the launch has been more visible in international markets, domestic agents may also avail themselves of the "California Expert" online training modules.
The refreshed platform, which offers a desktop version as well as mobile apps for android and IOS, provides easy access for agents to shareable content, training modules and the opportunity to earn incentives and rewards. It also helps simplify digital networking with an online director of key travel trade contacts throughout the state.
High-Profile Campaigns
California's push for more engaging content for international travel agents comes at a time when many state tourism organizations are expressing concern over inbound numbers for 2017. Numerous travel groups and research companies are predicting the United States will welcome fewer visitors this year-a direct response to unfavorable tourism policies rolled out by the Trump administration.
In order to combat a possible downtown, a number of tourism agencies throughout the state are creating big gun marketing campaigns reminding travelers that California is welcoming to all.
The city of Los Angeles, which experts predict could lose as many as 800,000 international visitors and $736 million in direct spending this year, has rolled out a new Everyone Is Welcome video, which immediately went viral.
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On May 6, the city reinforced the message by literally welcoming air passengers to the city. Hundreds of volunteers gathered near LAX on Saturday morning in an attempt to create the world's largest welcome sign. Whether or not records were broken, the sign made a stunning visual from above.
In San Francisco, the tourism agency San Francisco Travel is reminding visitors that the City by the Bay has always been a place of inclusivity, as it celebrates the 50th anniversary of the "Summer of Love."
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More than 50 events are being held throughout the Bay Area commemorating the anniversary, including a number of regular, annual events that have been tweaked to pay homage to the city's history.
Visit California is also hoping a number of other high-profile openings and celebrations will also continue to lure visitors in 2017.
Among the highlights will be the opening of the InterContinental Los Angeles Downtown, which will become the tallest building west of the Mississippi when it opens in summer. Also of note, the Los Angeles County community, Culver City, where MGM Studios was born, celebrates its 100th anniversary this year. In Orange County, Costa Mesa's famed luxury shopping destination commemorates 50 years, with numerous one-of-a-kind items developed by the center's high-end merchants.
Also on tap are major new exhibits at California's theme parks, including Africa Rocks at the San Diego Zoo and three new experiences at Sea World San Diego.
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