“We’re back in the game, our visitor numbers have rebounded, and we’re 93% recovered on 2019,” said Caroline Beteta, president and chief executive of Visit California. “We’re continuing to invest in the UK – [we’re] spending $5.5 million this year alone on brand and digital executions aimed at the trade.”
Beteta used Visit California’s recent symposium for the destination’s chiefs at London’s Somerset House to provide more detail on the rebound, and to set out the state’s goals. In addition, she emphasised the Golden State’s firm commitment to supporting sustainability and responsible tourism, alongside efforts by other destinations.
“I don’t see sustainability as competitive,” said Beteta. “It has to be collaborative if it’s going to be effective.”
This came together with news that San Jose Mineta International airport is now fully powered by 100% renewable energy and a reminder of the destination’s Responsible Travel Code, which was published shortly before the pandemic – asking visitors to “respect” California’s communities and environment.
A suite of online tools, including responsible travel tips and marketing assets such as talking points, videos and social media posts, is available to help travel agents and their customers do this.
Additional updates spanned accommodation, attractions and airlift. Los Angeles, for example, in June welcomed new daily Gatwick flights from Norse Atlantic Airways, and has added Palihouse West Hollywood, Palihotel Hollywood and Conrad Los Angeles to its hotel portfolio.
Next door, in Anaheim, Disneyland Resort is celebrating a reimagined Mickey’s Toontown and Disney’s 100th anniversary this year.
San Francisco International airport, which also welcomed increased capacity from Gatwick with Norse Atlantic Airways this summer, has a new Residence Inn by Marriott, as well as The Line SF, Luma Hotel, 1 Hotel and Kimpton Hotel Enso, which all recently welcomed guests for the first time.
The city’s arts and culture scene has also had a boost with the new contemporary arts centre Edge on the Square in Chinatown and the recently opened Institute of Contemporary Art in the Dogpatch neighbourhood.
In San Diego, Palihotel and the AC Hotel by Marriott, both in the Gaslamp Quarter, plus The LaFayette Hotel, Swim Club and Bungalows, are new accommodation options.
These new beds to book are just the tip of the iceberg, since California has recently added 127 hotels and 14,360 rooms statewide, with an additional 89 hotels and 13,098 rooms in the pipeline.
Looking ahead, Beteta was excited to see the launch of the travel trade’s first podcast, Star Cast, and the 2028 Summer Olympics being hosted in Los Angeles, plus the destination’s continued focus on diversity.
“California is fun and free-spirited,” she said. “It celebrates diversity, but our core competency is around being the ultimate playground.”
You can find out more about all the latest developments in TTG’s Guide to California.
