The region covers 350 miles of coastline, including the iconic Pacific Coast Highway, stretching from Ventura, just north of Los Angeles, to Santa Clara, south of San Francisco. California attracted nearly 900,000 visitors from the UK and Ireland last year spending a total of $1.2 billion.

Central Coast Tourism Council (CCTC) selected SLC as its UK representative following a competitive tendering process. The agency already represents two other US-based clients among its portfolio of more than 27 clients.

CCTC president Krista Rupp said: “CCTC is thrilled to take new direction with SLC representing our vibrant, timeless and connected destination in the UK.

“We were impressed with their creative approach to working with our broad, multi-destination region and look forward to a thriving partnership.”

Deborah Pearce, managing director of SLC Representation, added: “The Central Coast region is an exciting destination to represent and we look forward to educating the travel trade on all it has to offer.”

Chris Etheridge, senior account executive at SLC Representation, will be the UK representative for CCTC.