Case Study Of The California Travel And Tourism Commission
Written Assignment #1 –California Travel and Tourism Commission (Visit California)
In 1998, the California Travel and Tourism Commission was created to increase tourism within the State of California. Today, the California Travel and Tourism Commission touts its status as one of the premier destination management organizations in the United States and internationally. Since its inception, the CTTC has tripled its growth over an impressive 25 year history built on innovation in industry best practice, marketing ingenuity and sound business practice. In researching Visit California (CTTC) and its travel and tourisms goals, campaigns and initiatives, I’ve identified the CTTC’s main objective to increase leisure travel and spending in California …show more content…
According to CTTC’s Year in Review FY16/17, traveler spending increased from $45.7 billion in 1992 to $126.3 billion in 2016 (CTTC). That’s over 170% increase in spending over the past 24 years. A June 2017 report on International Arrivals at California Ports of Entry (POE) revealed South Korea (+6.9 percent), Germany (+17.6 percent) and New Zealand (+11.6 percent) were leading growth in port of entry, with positive year-over-year gains (Visit California). Along with reciprocal travel programs, creating travel clubs and ambassador programs serve as another integral component to add to the CTTC’s portfolio management strategy. Travel clubs offer several opportunities to incentivize group travel by air, land and sea. California has the advantage of utilizing all modes of travel based on its geographical location. International ports of destination abound from California’s sea ports offering perfect opportunities to engage both US and international passengers in captive audience through onboard advertising and customer relations. Ambassador programs are similar to the concept of a foreign exchange student whereby, a traveler is given the opportunity to experience a new culture and learn all that the city and/or country has to offer over an extended stay. A popular opportunity to serve as an ambassador would be as a blogger or travel writer, for instance. Unique opportunities like travel clubs and ambassador programs allow an up close and personal approach to discovering a new city or country and provide valuable feedback to the traveler looking for just such an experience. The average traveler will feel more comfortable venturing into the wiles of Africa or the streets of Rome if they have a guide who’s been there, done that and shared their story about
In 1998, the California Travel and Tourism Commission was created to increase tourism within the State of California. Today, the California Travel and Tourism Commission touts its status as one of the premier destination management organizations in the United States and internationally. Since its inception, the CTTC has tripled its growth over an impressive 25 year history built on innovation in industry best practice, marketing ingenuity and sound business practice. In researching Visit California (CTTC) and its travel and tourisms goals, campaigns and initiatives, I’ve identified the CTTC’s main objective to increase leisure travel and spending in California …show more content…
According to CTTC’s Year in Review FY16/17, traveler spending increased from $45.7 billion in 1992 to $126.3 billion in 2016 (CTTC). That’s over 170% increase in spending over the past 24 years. A June 2017 report on International Arrivals at California Ports of Entry (POE) revealed South Korea (+6.9 percent), Germany (+17.6 percent) and New Zealand (+11.6 percent) were leading growth in port of entry, with positive year-over-year gains (Visit California). Along with reciprocal travel programs, creating travel clubs and ambassador programs serve as another integral component to add to the CTTC’s portfolio management strategy. Travel clubs offer several opportunities to incentivize group travel by air, land and sea. California has the advantage of utilizing all modes of travel based on its geographical location. International ports of destination abound from California’s sea ports offering perfect opportunities to engage both US and international passengers in captive audience through onboard advertising and customer relations. Ambassador programs are similar to the concept of a foreign exchange student whereby, a traveler is given the opportunity to experience a new culture and learn all that the city and/or country has to offer over an extended stay. A popular opportunity to serve as an ambassador would be as a blogger or travel writer, for instance. Unique opportunities like travel clubs and ambassador programs allow an up close and personal approach to discovering a new city or country and provide valuable feedback to the traveler looking for just such an experience. The average traveler will feel more comfortable venturing into the wiles of Africa or the streets of Rome if they have a guide who’s been there, done that and shared their story about