1542
- The Portuguese-born sailor, Juan Rodriguez Cabrillo, became the first European to explore California, landing at San Diego on September 28. He went on to discover the Catalina Islands, the sites of San Pedro and Santa Monica and the Santa Barbara Channel Islands.
- The site of Cabrillo's first landing in California was made a national monument in 1913.
1579
- Sir Francis Drake landed north of San Francisco Bay and claimed the territory for England.
1769
- San Diego De Alcala, the first of 21 missions established by Franciscan padres under the leadership of Father Junipero Serra, was founded. The missions extend along a 650-mile trail, the El Camino Real, from San Diego to Sonoma.
- Spanish explorer Gaspar de Portola (1723-86) led expedition from Mexico to establish settlements in Alta California; he arrived in San Diego June 29; on July 14, Portola's party discovered Monterey Bay; on November 2, San Francisco Bay. As commander, Portola served as Alta California's governor from March 1769 to July 1770.
1821
- The Russian trading post, Fort Ross, was completed near Bodega Bay, enabling the Russians to further explore the northern California coast as they continued hunting for fur seals and sea otters.
1846
- The Bear Flag Revolt achieved California's independence from the rule of Mexico. The flag used in this revolt is now the State flag.
1848
- California became a U.S. holding with the Treaty of Guadalupe, which ended the Mexican War.
- James Marshall discovered gold at Sutter's sawmill in Coloma in January 1848, along the south fork of the American River, thus kicking off the famous Gold Rush of 1849 from whence the term "49ers" was coined.
1850
- California was admitted into the Union as the 31st state on September 9, 1850.
1860
- California's famous mail courier service, the Pony Express, followed a route which began in Missouri and ended in Sacramento, California. The trips, lasting more than ten days depending on weather conditions, were the first of a kind connecting California's communication system with the Midwest. Riders changed mounts at postal stations which were 15 miles apart. The fastest delivery was a trip in six days, delivering the news of President Abraham Lincoln's assassination.
Late 1800's
- The trans-continental railroad system was established with funding from the "Big Four," a group of men whose economic influence helped shape California's industrial industry--Charles Crocker, Mark Hopkins, Collis P. Huntington, and Leland Stanford. The system included tracks throughout California's Sierra Nevada region as well as connecting New Mexico, Colorado, Arizona, Mexico, Utah, and Nevada for mining and travel opportunities.
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The Tourism Assessment is based on your California gross receipts from the most current available year-end revenue data. The Tourism Assessment Program monitors the year-end dates reported to verify that a company is reporting consistently.
Assessment Rate
The current assessment rate is $650.00 per one million dollars of travel and tourism revenue.
Note: The assessment rate on any revenues earned prior to 2006, is $450.00 per million travel and tourism revenue.
Percentage of Tourism
The percentage of tourism is determined by each business location. If your business does any marketing surveys or keeps records of guests or customers, these numbers can be used to determine the percentage of tourism. The business can use any method to determine the percentage of revenue from tourism, but may be required by the Office of Tourism to provide the documentation of the findings if the percentages are inconsistent with numbers reported in the given area.
If your business is a hotel or motel, it should be claiming between 70% and 100% travel and tourism revenue. A hotel or motel is included in the Accommodations Industry Segment and derives the majority of income from travelers and tourist, unless it is a residential hotel.
If your business is located near a tourist attraction, a convention center, freeway or highway, hotel or motel, a California Welcome Center or in themed shopping areas or outlet malls, your business probably derives revenue from tourism. The applicable percentage of tourism is relative to the distance to the site that attracts the tourist or travelers.
The Office of Tourism has averages for some tourist areas in California.
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Key Definitions
Assessment - The amount of fee owed by the business location.
Authorized Representative - A person authorized by the business to provide the information and sign the Tourism Assessment Form. Examples of authorized representatives include sole proprietors, corporate officers, general partners, and fiduciaries.
Business - An individual (sole proprietor), partnership, fiduciary, corporation, association, limited liability company, or any other business organization, whether operating on a profit or nonprofit basis.
Business Location - The street address where travel and tourism revenues are generated by a business. A Tourism Assessment Form must be filed for each business location, unless a completed Tourism Assessment Spreadsheet is filed. A business has more than one location if the activities of the business have different street addresses. The following, however, shall be treated as a single Business Location: Locations with two or more street addresses if under common ownership, located on contiguous property and under the direction of a single Authorized Representative; or, two or more street addresses separated by a single street that are represented and promoted as one Business entity.
California Gross Receipts - Gross receipts, less returns and allowances, from sales in California. For example, the amount shown on line 1c on Schedule F (FTB Form 100); Line 3 on Schedule C (IRS Form 1040), or for multi-state operations, Column (b) on Line 3 of FTB Schedule R-1 (Total sales). For travel agencies, income from commissions and fees from sales of travel to places within CA.
Exempt Revenues – Under two very narrow circumstances, certain revenues may be subtracted from California gross receipts before calculating the percentage from travel and tourism:
Revenues from rentals of more than 30 days for each of the following: canoes, houseboats, pleasure boats, rowboats, sailboards, surfing equipment and spaces in marine and yacht basins. All revenues from interstate transportation and sales of diesel fuel, and all revenues from regular route intrastate and interstate bus service.
Industry Categories/Segments - There are five Industry Categories: A) Accommodations; B) Restaurants and Retail; C) Attractions and Recreation; D) Transportation and Travel Services; and E) Passenger Car Rental Industry. Industry Segments are subsets of the first four Industry Categories and are subject to assessment. Businesses benefiting from travel and tourism should list the Industry Segment which generates the most travel and tourism revenue. Business in the fifth Industry Segment are subject to a industry specific assessment.Travel and Tourism Revenue - California gross receipts derived from expenditures to and/or within California by people who (1) travel at least 50 miles from home, one way, for purposes other than commuting to work or school; or (2) have an overnight accommodation as part of the travel, regardless of the distance or purpose traveled. “Home” as used in the definition of travel and tourism revenue means the place where the person has resided for the most recent 31 consecutive days.
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Assessable Businesses
Any business in one of the five Industry Segments adopted by the California Travel and Tourism Commission is potentially assessable. The five industry segments are:
- Accommodations
- Restaurant and Retail
- Attractions
- Transportation and Travel Industry
- Passenger Car Rental Industry
See Industry Segment List on Forms for a complete list of the specific businesses in each category. If your business is in one of these five industry categories and receives a form, you are required by law to complete the form. However, it is the business owner’s responsibility to report the percentage of revenue from tourism at that business location. (See Calculating Your Assessment.)
Exempt Businesses
The following businesses are exempt from the assessment program. However, you must file the form to establish the exempt status:
- You are a public body, which is defined as a public entity or a corporation where a majority of the corporation’s board of directors is appointed by a public official or public entity, or serves on the corporation’s board of directors by virtue of being elected to public office, or both. A public entity is an agency, department or instrumentality of the United States, State of California, or any political subdivision thereof. A public official is an employee of a public body or a person elected to the public body, and serves as a representative of that public body when making the appointment.
- You are a regular route intrastate and interstate bus service.
- Your business does not derive revenue from Industry Segments List.
- Your California gross receipts are less than $1 million.
- Less than 1 percent of the California gross receipts is “travel and tourism revenue”. (Amended 1/1/2006 from less than 8%)
- You are a travel agency or tour operator that receives less than 20% of California gross receipts from travel and tourism to places within California.
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For more information, contact a Tourism Assessment Analyst at:
Phone: 916-322-1266
Fax Number: 916-322-3402
Mailing Address:
California Business, Transportation and Housing Agency Tourism Assessment Program
P.O. Box 2007
Sacramento, CA 95812-2007
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What is the California Travel and Tourism Commission?
The California Travel and Tourism Commission (CTTC) is a private-non profit entity created in 1997 by the California Tourism Marketing Act and approved by the travel industry. The CTTC operates under the auspices of the Business, Transportation and Housing Agency and the Agency Secretary serves as Chair of the organization. From 1998 to 2003, the California Tourism program consisted of the originally conceived private-public joint marketing venture partnership of the CTTC and the State of California. In the 03/04 and 04/05 FY, the CTTC program operated without the State participation of the public funding – the sole source of California tourism marketing budget was directly derived from the CTTC assessed businesses in the travel and tourism industry. Public funding was again restored 05/06 FY.
Who are the Commissioners of the CTTC?
The Commissioners are travel and tourism industry leaders representing various regions and industry categories. They are elected by their peers or appointed to serve on behalf of the Governor.
What prompted the legislation that created the assessment?
The legislation was created because of a dramatic downturn in California’s domestic travel market share in the early 1990s. California legislators introduced the bill at the request of tourism and travel related businesses that experienced a resulting loss of business from the declining market share.
How does my business benefit from the assessment?
The CTTC collectively does what other businesses cannot do individually. The travel industry stated a need to promote “the California destination” because no other organization promotes all of California. Without this program, California would be the only state in the nation without an aggressive marketing campaign. Since 1998 when the travel industry began funding the CTTC and its marketing programs, California’s share of the domestic travel market grew from 9.7 to 11.5 percent. California tourism generates approximately $88.1 billion each year in spending, employs nearly 912,000 Californians, and contributes $5.3 billion annually in state and local taxes. Conversely, when funding was either eliminated or inconsistent during the late 1980s and early 1990s, California experienced a dramatic decline of domestic and international market share amongst competing states and destinations.
Why did my business receive the Tourism Assessment Form?
The tourism assessment form is sent to businesses that are in areas and industry categories that typically benefit from tourism. The sources for the business names range from business lists, promotional publications, on-site identification surveys and internet listings. The sources are continually updated. Your business was identified on one of these lists in the past year and was added to our list of potentially assessable businesses. Eventually, all potentially assessable businesses should receive a tourism assessment form.
Am I assessable if most of my receipts are from business travelers?
Yes, if you meet the income threshold (gross revenues exceeding $1 million, with at least one percent coming from tourist business). The assessment is computed on receipts derived from travel, which includes business travel. For a complete definition of a “visitor” or “travel and tourism” and other defining criteria, see the Definitions section in Forms.
What type of documentation do I have to provide?
You do not need to provide documentation. You are only required to provide figures. However, retain your computation methodology for three years in case the Tourism Assessment Program has a question about your calculations.
Is a separate form necessary for each location?
Yes, you must file for each business location. An Tourism Assessment Program Spreadsheet is available upon request for a business reporting on more than one business location. Contact the Tourism Assessment Program office at (916) 322-1266 for more information.
After completing the Tourism Assessment Form, I find that my business is exempt. Do I need to file a form next year too?
In any year that you receive the Tourism Assessment Form, you must complete and return it. Whether or not you receive future mailings is dependent in part on the reason(s) your business qualified for the exemption.
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Tourism Assessment Program
The California Tourism Marketing Act was enacted in 1995, to increase California’s share of the travel and tourism market (Government Code Section 13995 et. seq.) (Link to Government Code) The legislation authorized self-imposition of an assessment by businesses that benefit from travel and tourism. It also authorized the establishment of a non-profit, public benefit corporation, the California Travel and Tourism Commission (CTTC), to oversee the promotion of California as a premier travel destination. The statute became operative upon industry wide approval in 1997 and the assessment program was initiated in 1998. In 2001, the program was renewed by industry referendum with an 84 percent margin and will subsequently be renewable by industry vote every six years.
The California Travel and Tourism Commission is comprised of 37 Commission members, representing each industry segment (Accommodations, Restaurants and Retail, Attractions and Recreation, Transportation and Travel Services, and Passenger Car Rental). The Commission meets three times a year and directs and approves the marketing plan, expenditures and the overall strategic course for California Tourism. The CTTC staff oversees the production of the marketing activities, including advertising, visitor publications and cooperative programs – all designed to promote California to travelers, tourists and the travel trade.
The assessment program is administered by the Division of Tourism, Tourism Assessment Program. The Division of Tourism is housed in the California Business, Transportation and Housing Agency and the Agency’s Secretary serves as Chairperson of the CTTC.
Passenger Car Rental Industry Tourism Assessment Program
A new tourism assessment program for the Passenger Car Rental Industry was enacted in 2006 and becomes effective January 1, 2007. (Government Code sections 13995 et. seq.) The Passenger Car Rental Industry assessment program is limited to companies that have business locations renting passenger vehicles at either airports or accommodation locations, such as hotels. The Passenger Car Rental Industry shall have an industry specific assessment rate, adjusted annually.
2007 California Tourism Marketing Renewal and Results
Since its inception more than a decade ago, the California Travel and Tourism Commission has become one of the nation’s premier state marketing agencies – promoting the California brand and helping to increase tourism and travel-related spending. As an industry-led public/private partnership, CTTC is leading successful marketing campaigns that are having a profound effect. Over the last three years, California has moved from 28th to 2nd among state tourism marketing budgets. In 2006, CTTC met its 2010 domestic market share goals an astonishing five years early. This level of success can only continue with industry support.
In November 2007, assessed businesses voted to approve the California Tourism Assessment Program. As a result, the California Tourism Assessment Program shall continue to operate for the purpose of promoting California as a travel and tourism destination for an additional six years, pursuant to referendum results. Currently, $300 million is allocated for the next six years for tourism marketing. This dramatic increase in resources will allow the CTTC to greatly expand the depth and scope of its marketing programs.
To learn more about the referendum, visit www.visitcalifornia.com/renew
To learn more about the referendum results click here.
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Download PDF-What's New in CA September 07 Edition - Japanese
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General California Facts and Stats
What does tourism mean to California?
Tourism is big business for California generating $93.8 billion in direct travel spending and producing $5.6 billion in direct state and local tax revenues during 2006. Tourism supports nearly 929,000 jobs. In addition, tourism helps diversify and stabilize California’s rural communities. On the average, each California county earns approximately $1.4 billion per year in direct tax expenditures by visitors.
How does visitation to California compare to other states?
California is the number one travel destination in the United States, with 335.4 million domestic visitors and approximately 14.4 million visitors from other countries (including 4.8 million day visitors from Mexico). The California tourism economy is 1 ½ times the size of the Florida tourism economy, 2 ½ times the size of the New York tourism economy and 5 times the size of the Hawaii tourism economy.
What are popular tourist activities in California?
Dining, shopping and entertainment-based activities are the most popular expenditure-based activities. Sightseeing, followed by visiting theme and amusement parks and beach/waterfront activities are the most popular recreational pursuits.
Are international visitors important to the California tourism economy?
International visitors represent 4.3 percent of all California travelers in terms of volume, but generate 9.1% of travel and tourism spending impacts. Approximately two-thirds of California’s international market comes from neighboring Mexico and Canada, totaling nearly 9.6 million, and one-third from overseas, 4.8 million.
Impact of Australian Visitors to California
How many visitors from Australia come to California?
There were approximately 313,000 Australian visitors to California in 2005. California's share of Australian travelers to the US increased from 49.8% to 53.8%. Both New York and Nevada reported similar increases in Australian market share. In 2005, New York City was the top US city destination for Australian travelers (40.4%). Los Angeles (35.2%) is the top California destination for Australian travelers, followed by San Francisco (17.1%). Main travel purposes for Australian visitors to CA are: vacation, visiting friends and relatives, shopping, dining in restaurants and sightseeing in cities.*
Why is the Australian market important to California?
Australia is California’s number seven international market. Visitors from Australia spent an estimated $309 million in California, ranking seventh among all international markets.
- Mexico $1.64 billion
- Canada $961 million
- Japan $864 million
- United Kingdom $591 million
- Germany $360 million
- South Korea $333 million
- Australia $309 million
About 21% of Australian visitors to California are business travelers and 71% are leisure travelers. The average length of leisure stay in California is 8.7 nights, with 77% staying in hotel accommodations. The average leisure travel party size is 1.9 persons.*
Travel agents are used by 76% of Australian visitors for their flight arrangements, and by 37% to make lodging reservations. About 5% of visitors from Australia book their flights online. The top three gateways for visitors to California from Australia are Los Angeles 64%, San Francisco 14%, and Honolulu 12%.*
Impact of German Visitors to California
How many visitors from Germany come to California?
There were approximately 309,000 German visitors to California in 2005. California's share of German travelers to the US increased from 20.8% in 2004 to 21.8% in 2005. While New York reported a similar increase, Florida reported a slight decrease in German market share. In 2005, New York City was the top US city destination for German travelers (28.3%). San Francisco (11.7%) is the top California destination for German travelers, followed by Los Angeles (10.1%). Main travel purposes and activities for German visitors to CA are: vacation, visiting friends and relatives, shopping, dining in restaurants, and visiting historical places.
Why is the German market important to California?
Germany is California’s number five international market. Visitors from Germany spent an estimated $360 million in California, ranking fifth among all international markets.
- Mexico $1.64 billion
- Canada $961 million
- Japan $864 million
- United Kingdom $591 million
- Germany $360 million
- South Korea $333 million
- Australia $309 million
About 34% of German visitors to California are business travelers and 63% are leisure travelers. The average length of a leisure stay in California is 11.6 nights, with 76% staying in hotel accommodations. The average leisure travel party size is 1.6 persons.
Travel agents are used by 60% of German visitors for their flight arrangements, and by 25% to make lodging reservations. About 14% of visitors from Germany book their flights online. The top three gateways for visitors to California from Germany are Los Angeles 32%, San Francisco 29%, and Washington D.C. 7%.
Impact of Japanese Visitors to California
How many visitors from Japan come to California?
An estimated 722,000 travelers from Japan visited California in 2005. California's share of visitors from Japan to the U.S. rebounded from 16.8% to 18.6%, while the market share for Hawaii (41.3%) and New York (9.1%) remained flat in 2005. In 2005, Honolulu was the top US city destination for Japanese travelers. Main travel purposes and activities are: vacation, shopping, and sightseeing.
Why is the Japanese market important to California?
Japan is California’s number three international market. Visitors from Japan spent an estimated $864 million in California, ranking third among all international markets.
- Mexico $1.64 billion
- Canada $961 million
- Japan $864 million
- United Kingdom $591 million
- Germany $360 million
- South Korea $333 million
- Australia $309 million
About 41% of Japanese visitors to California are business travelers and 48% are vacation travelers. The average length of a leisure stay in California is 6.2 nights, with 79% staying in paid accommodations. The average leisure travel party size is 1.9 persons.
Travel agents are used by 58% of Japanese travelers for their flight arrangements, and by 30% to make lodging reservations. Only 8% of Japanese air travelers book their flights online.
The top two U.S. gateways for Japanese visitors to California are Los Angeles (47%) and San Francisco (27%).
Impact of Mexican Visitors to California
How many visitors from Mexico come to California?
There were approximately 8.6 million Mexican visitors to California in 2005. A large proportion of these visitors are Mexican day visitors, estimated at 4.8 million. About 496,000 overnight visitors from Mexico arrived in the U.S. by air and roughly 3.3 million Mexicans arrived by land and traveled to and through California, beyond the border area, in 2005.
California's share of Mexican air travel to the US rebounded from 27.4% to 29.7%, while Florida and especially New York reported substantial decreases. In 2005, Los Angeles was the top US city destination of Mexican travelers. Main travel purposes and activities are: vacation, visiting friends and relatives, shopping, dining, and sightseeing.
Why is the Mexican market important to California?
Mexico is California’s number one international market. Visitors from Mexico spent an estimated $1.6 billion in California, ranking first among all international markets.
- Mexico $1.64 billion
- Canada $961 million
- Japan $864 million
- United Kingdom $591 million
- Germany $360 million
- South Korea $333 million
- Australia $309 million
Visitors from Mexico that arrived in the U.S. air by spend an estimated $538 million in California, ranking fourth among all international markets.
About 18% of Mexican air travelers to California are business travelers, 78% leisure travelers. The average length of a leisure stay in California is 6.2 nights, with 67% staying in paid accommodations. The average leisure travel party size is 1.7 persons.
Travel agents are used by 53% of Mexican air travelers for their flight arrangements, and by 40% to make lodging reservations. Only 5% of Mexican air travelers book their flights online.
The top three gateways for Mexicans arriving in California by air are Los Angeles, 59%, San Francisco, 11%, and Dallas, 1.5%.
Impact of South Korean Visitors to California
How many visitors from South Korea come to California?
There were approximately 252,000 South Korean visitors to California in 2005. California's share of South Korean travelers to the US decreased from 43.5% in 2004 to 35.8% in 2005. New York and Nevada reported significant increases in South Korean market share. In 2005, New York City was the top US city destination for South Korean travelers (32.4%). Los Angeles (19.4%) is the top California destination for South Korean travelers, followed by San Francisco (14.0%). Main travel purposes for South Korean visitors to CA are: vacation, visiting friends and relatives, shopping, dining in restaurants, and visiting amusement/theme parks.
Why is the South Korean market important to California?
South Korea is California’s number six international market. Visitors from South Korea spent an estimated $333 million in California, ranking sixth among all international markets.
- Mexico $1.64 billion
- Canada $961 million
- Japan $864 million
- United Kingdom $591 million
- Germany $360 million
- South Korea $333 million
- Australia $309 million
About 41% of South Korean visitors to California are business travelers and 49% are leisure travelers. The average length of a leisure stay in California is 14.5 nights, with 47% staying in hotel accommodations. The average leisure travel party size is 1.6 persons.
Travel agents are used by 64% of South Korean visitors for their flight arrangements, and by 23% to make lodging reservations. About 7% of visitors from South Korea book their flights online. The top three gateways for visitors to California from South Korea are Los Angeles 44%, San Francisco 31%, and Honolulu 4%.
Impact of U.K. Visitors to California
How many visitors from U.K. come to California?
There were approximately 778,000 U.K. visitors to California in 2005. California's share of U.K. travelers to the US rebounded from 16.1% to 17.9%. New York reported a similar increase in U.K. market share, while Florida's market share remained unchanged for 2005. In 2005, New York City was the top US city destination for U.K. travelers (26.9%). San Francisco (9.4%) is the top California destination for U.K. travelers, followed by L.A. (8.3%). Main travel purposes and activities for U.K. visitors to CA are: vacation, visiting friends and relatives, shopping, dining, and sightseeing.
Why is the U.K. market important to California?
The U.K. is California’s number four international market. Visitors from the U.K. spent an estimated $591 million in California, ranking fourth among all international markets.
- Mexico $1.64 billion
- Canada $961 million
- Japan $864 million
- United Kingdom $591 million
- Germany $360 million
- South Korea $333 million
- Australia $309 million
About 18% of U.K. visitors to California are business travelers and 74% are leisure travelers. The average length of a leisure stay in California is 7.5 nights, with 88% staying in paid accommodations. The average leisure travel party size is 1.9 persons.
Travel agents are used by 41% of U.K. visitors for their flight arrangements, and by 27% to make lodging reservations. About 24% of visitors from the U.K. book their flights online.
The top three gateways for visitors to California from the U.K. are Los Angeles, 34%, San Francisco, 24%, and Chicago, 8%.
Impact of Hong Kong Visitors to California
How many visitors from Hong Kong come to California?
There were approximately 81,000 visitors from Hong Kong to California in 2005, up 42% from 2004. California's share of Hong Kong travelers to the US increased from 46.3% in 2004 to 59.8% in 2005.
Evolution of Outbound Travel from Hong Kong
As one of the world's most liberal economies and major international center of finance and trade, Hong Kong has long established air routes to California gateways. Hong Kong became a Special Administrative Region of the People's Republic of China on July 1, 1997, and soon after was caught up in the widespread Asian economic and financial crisis. Travel rebounded in 2000, only to be impacted by 9/11, then the SARS epidemic of 2003. The number of visitors from Hong Kong to California peaked in 1996 at 141,000, capturing 58% of Hong Hong travel to the US, but has seen visitor volume and market share declines until 2005’s sharp upturn.
Why is the Hong Kong market important to California?
Hong Kong has a growing population, 6.86 million in 2005, a strong economy, and, if it were a country, would ranks in the top ten worldwide in terms of per capita GDP purchasing power parity. Last year’s 42% leap in travel from Hong Kong may be due in part to response to pent-up demand from travel deferred because of SARS and depressed economic conditions of recent years. This is despite the lack of any coordinated marketing efforts to promote California. If growth in travel to California would have kept pace with Hong Kong’s population growth, California might currently be receiving as many as 200,000 visitors from Hong Kong annually. Instead, numbers have been below 100,000 since 2002, and as low as 57,000 in 2004.
Hong Kong has the potential for a comeback should California develop a competitive strategy.
Impact of Chinese Visitors to California
How many visitors from China come to California?
There were approximately 146,000 visitors from China (not including Hong Kong) to California in 2005, up 45% from 2004. California's share of Chinese travelers to the US increased from 49.8% in 2004 to 54.2% in 2005. Three out of five Chinese visitors report that they are traveling for professional or business-related purposes
Evolution of Outbound Travel from China
Travel from mainland China was, until recent years, authorized only for commercial, scientific, and government delegations for narrowly defined purposes. Travel agencies offering international trips for individuals did not even exist until the mid-1980s. In 1988, with the exception of Hong Kong and Macao, Thailand was the only destination outside the mainland that Chinese citizens could visit. Doors began to open, but prospective leisure travelers still faced daunting red tape in obtaining passports, and tight restrictions on currency exchanges: travel expenses had to be covered by friends or relatives in the country visited.
Travel is starting to be liberalized and this, together with the expansion of the Chinese middle class, growing economic and social ties with the rest of the world, and improved transportation access has launched the beginning of a travel boom of major proportions. According to the World Tourism Organization, China is already ranked among the world’s top 10 outbound tourism nations. From 1994 to 2003, the cumulative number of outbound Chinese travelers reached nearly 100 million, with an average annual growth rate of 13.9%. In 2003, the number of Chinese traveling abroad surpassed that of Japan, making it the largest in Asia.
To date, Chinese travel has been overwhelmingly short-haul, with 88% of trips to destinations within the Asia-Pacific region, and thus the impact of this growing market has been modest in Europe and the United States. But by 2010, China is expected to be the largest source of outbound travelers in the world, and will likely follow a pattern similar to Japan and South Korea in venturing out to more and more distant shores. Outbound travel from South Korea, for example, more than tripled in the course of one decade, 1991-2002, and in 2005 was in fifth place among California’s overseas markets. China is already in eighth place. Chinese travel to the US grew 33% in 2005 and is expected to continue to grow at the rate of 20-30% per year for the rest of this decade.
Primary obstacles to growth of Chinese travel to the US and California:
- The United States does not have Approved Destination Status. Only Nevada and Hawaii have been granted licenses to market travel to their states.
- It is very difficult for a Chinese national to obtain a tourist visa for leisure travel to the United States. Chinese travelers must apply for a U.S. visa at one of five U.S. consulates and be personally interviewed.
- Chinese tour operators are generally not allowed to promote travel to non-ADS destinations, although Nevada and Hawaii have been able to take advantage of some exceptions.
- Chinese requirements for booking outbound trips are cumbersome.
Why is the Chinese market important to California?
In 2005, 146,000 mainland Chinese visited California (with another 81,000 from Hong Kong). Modest today compared to the UK with 778,000, Japan with 722,000 and Australia with 313,000 visitors, China offers a much more significant potential for growth.
China’s middle class is estimated to be from 175 to 250 million people and growing.
In 2003, only 21 countries had been granted “approved destination status” (ADS) by China which is negotiated through bilateral agreement and permits leisure travel promotion. In 2004 that number more than doubled. Should the United States seek and win ADS, California could begin to promote itself.
Under the terms of a US-China aviation agreement signed in March 2006, the number of flights between the two countries will rise from 54 flights a week to 249 flights over the next six years, and the number of airlines permitted to run services between the US and China will increase from four to nine.
As outbound travel is liberalized, Chinese spending impacts should continue to grow. Chinese tourists are currently ranking second among the highest spenders in the world, spending on average $175 per day per person when abroad. In Australia, for example, it is estimated Chinese travelers spend four times as much as their Japanese counterparts.
The high proportion of business travelers versus leisure is largely because of barriers imposed Chins and the US. More and more are “dual-purpose” visitors on trips arranged by tour companies or cultural exchange organizations in the U.S as a way of circumventing these barriers.
California’s market share of Chinese travel to the United States overall is currently 54%. California stands to benefit from its position as gateway to the U.S. mainland, from growing exposure to California destinations in movies, television and the Internet, and from the draw of California’s Chinese heritage and strong Chinese-American community. It is not unreasonable to expect that California will see annual travel from China to reach 600,000 to 1,000,000 within the next ten years and for China to become California’s number one overseas market.
Impact of Singapore Visitors to California
How many visitors from Singapore come to California?
There were approximately 65,000 visitors from Singapore to California in 2005, up 6.6% from 2004. 33,000 were leisure visitors.
Evolution of Outbound Travel from Singapore
Travel from Singapore to California have been increasing since 2002, but are below the peak of 80,000 reached in 2000. California's share of Singapore travelers to the US has declined slightly from approximately 62% in the mid-nineties, to an average of 57% over the past six years, but is still among the highest of all Asian markets. California attracts 66.7% of US leisure visitors from Singapore.
Why is the Singapore market important to California?
The island nation of Singapore has a population of 4.42 million, as of 2005, and is the fourth most densely populated country in the world. 61% of Singapore travelers to California are traveling on vacation, 42% business. California leisure visitors from Singapore have an average household income of $92,800, compared to $85,500 for all overseas leisure travelers, stay an average of 12 nights, and spend approximately $96 per day, compared to $89 for all overseas leisure. 12.4% are using a prepaid travel package, versus 87.6% traveling independently, compared to 20.9% and 79.1 % for overseas leisure travelers to California generally.
According to surveys by MasterCard International:
- 23% of respondents from Singapore who had made personal trips in the past 12 months considered international personal travel as important to their lifestyles, and 45% said it was somewhat important.
- 96% of Singaporean travelers stated that they will make at least one personal trip on a commercial airline to an international destination in the next 12 months. The main reasons for their personal travels abroad were ‘Rest and relaxation’ (60%), ‘To see new places’ (32%) and ‘To go shopping’ (32%).
CONTACT INFORMATION
Australia
Ms. Alison Scott, Media Relations
Gate 7 Pty Ltd.
32 Crown Street
Woolloomooloo NSW 2011, Australia
Tel: 011 61 2 9361 0660
Fax: 011 61 2 9356 2001
E-mail: alison@gate7.com.au or california@gate7.com.au
Germany
Mr. Wolfram Ortius, Media Relations
MSi - Marketing Services International GmbH
Frankfurter Strasse 175
63263 Neu Isenburg, Germany
Tel: 011 49 6102 207 946
Fax: 011 49 6102 207 947
E-mail: msi.wolfram@t-online.de
Japan
Ms. Emiko Shinozawa, Media Relations
Marketing Garden, Ltd.
3 F International Place, Sanei-cho 26-3
Shinjuku-ku
Tokyo, 160-0008, Japan
Main Tel: 011 813 3225 0008 or 011 813 3352 6101
Fax: 011 813 5363 1118
E-mail: shinozawa@marketinggarden.com
Mexico
Fernando Olivera, Director
Juan Escutia No. 35
Col. Condesa C.P. 06140 Mexico City
(55) 55 55 53 11 26
Email: fernando@visitacalifornia.com.mx
United Kingdom
Ms. Maddy Morgan, PR Manager
California Tourism
Bedford Chambers
The Piazza, Covent Garden
London WC2E 8HA, England
Tel: 011 44 207 257 6183
Fax: 011 44 207 240 3589
Email: maddy.morgan@visitcalifornia.com
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CALIFORNIA WELCOME CENTER REGULATIONS
TRAVEL INDUSTRY ASSOCIATIONS
CTTC ONLINE CONTENT SUBMISSION PROGRAM
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CLIMATE
California has a Mediterranean-type climate that is characterized by general sun and warmth with rain mainly in the winter. Climate does vary greatly based on distance from the ocean and elevation. There are five main climatic zones which exist in the state.
- Coastal climate: This area contains most of the state's population. It varies greatly up and down the coast.
- Desert climate: Characterized by great daily and annual variations in temperature with very little rainfall.
- Foothill climate: 1,000 to 3,000 ft. in elevation with climate similar to valley regions but with more rain and less fog.
- Mountain climate: This is the sole region for heavy snow, accented with fairly cold winters and bright, sunny summers.
- Valley climate: Characterized by high temperature and low humidity in the summer and low temperature and high humidity in the winter. Both the Sacramento and San Joaquin Valleys exhibit this type of climatology.
Rainfall varies from 80 inches in Del Norte County (North Coast) to as low as 3 inches in Imperial County (Desert).
GEOGRAPHY
- California, the third largest state in land area, covers 158,693 square miles.
- The average width of the state is 150 to 200 miles.
- California has a coastline 1,264 miles long
- At 14,495 feet, Mt. Whitney in Sequoia National Park is the highest point in the contiguous United States.
- Badwater in Death Valley National Park, at 282 feet below sea level, is the lowest elevation point in the United States.
- California has three active volcanoes: In the Cascade Mountain range are Mt. Lassen (elevation 10,457 feet)., a plug-dome volcano surrounded by volcanic hot springs; and Mt. Shasta (elevation 14,162 feet), which is characterized by strong granite peaks; and Mt. Mammoth (elevation 11,000 feet), found in the Sierra Nevada, offers fantastic skiing.
- The nation's 11th National Marine Sanctuary extends along California's coast from just north of the Golden Gate south past Big Sur to San Simeon in Monterey County. The Monterey sanctuary encompasses 5,312 square miles (4,024 square nautical miles), making it the largest marine sanctuary in the United States.
- The San Francisco Bay is the largest natural harbor and estuary on the west coast.
- California has more than 420 recreational lakes. The largest natural lake, Clearlake, often referred to as "The Bass Capital of the West," has 43,000 acres of surface area and a shoreline of 100 miles, at an elevation of 1,320 feet.
- California has 4.1 million acres in National Park acreage and 1.3 million acres in State Park acreage.
- The largest trees in the world, a species of Redwood known as Sequoia gigantea, can be found in the Sierra Nevada.
- The oldest living thing in the world, the Bristlecone Pine tree, aged at nearly 5,000 years, can be found at an altitude of 11,000 feet in California.
- The tallest living thing in the world is the California Redwood found along the North and Central Coast area.
PROFESSIONAL SPORTS
- Major League Baseball: Anaheim Angels, Los Angeles Dodgers, Oakland Athletics, San Diego Padres, and San Francisco Giants.
- Pacific Coast League: Fresno Grizzlies and Sacramento River Cats.
- California League of Professional Baseball: Bakersfield Blaze, High Desert Mavericks, Inland Empire 66ers, Lake Elsinore Storm, Lancaster Jethawks, Modesto Nuts, Rancho Cucamonga Quakes, San Jose Giants, Stockton Ports, and Visalia Oaks.
- Western Baseball League: Inland Empire Rockets, San Diego Black Jacks, San Diego Mavericks, San Diego Mustangs, San Diego Stars, San Diego Waves, So Cal Fire, So Cal Tremors and South Bay Saints.
- National Football League: Oakland Raiders, San Diego Chargers, and San Francisco 49ers.
- Arena Football League: Los Angeles Avengers and San Jose Sabercats.
- Arena Football2: Bakersfield Blitz, Central Valley Coyotes, and Stockton Lightning.
- Women's Professional Football League: Los Angeles Amazons and So Cal Scorpions.
- Independent Women's Football League: California Quake, Sacramento Sirens, Oakland Banshees, Redding Rage, and Santa Rosa Scorchers.
- American Basketball Association: Big Valley Shockwave, Carson Buzz, Fresno Heatwave, Hollywood Fame, and San Diego Wildcats.
- National Basketball Association: Golden State Warriors, Los Angeles Clippers, Los Angeles Lakers, and Sacramento Kings.
- Women's National Basketball Association: Los Angeles Sparks and Sacramento Monarchs.
- National Hockey League: Anaheim Mighty Ducks, Los Angeles Kings, and San Jose Sharks.
- West Coast Hockey League: Bakersfield Condors, Fresno Falcons, Long Beach Ice Dogs, and San Diego Gulls.
- Major League Soccer: Los Angeles Galaxy.
- Women's United Soccer Association: San Diego Gauchos Women.
- World Team Tennis: Sacramento Capitals.
POPULATION
As of January 2000, the total state population was estimated at 34,336,000--close to 10 percent of the United States' total population. The population in the five largest cities as of January 2000 are as follows:
Los Angeles 3,823,000 San Diego 1,277,200 San Jose 923,600 San Francisco 801,400 Long Beach 457,600
STATE SYMBOLS
State Animal: Grizzly Bear - The Grizzly Bear appears on the State Flag and the Great seal, but is now extinct in California.
State Bird: California Quail - The California Quail, noted for its strength and adaptability, is found throughout the state.
State Colors: Yale Blue and Golden Yellow - The Blue and Gold ribbons which are used to adorn the Great State Seal, are also the spirit colors of the prestigious University of California education system.
State Dance: The West Coast Swing - This dance form came into being in the early 1930's in response to the new era of music that was sweeping the nation.
State Fish: California Golden Trout - This trout species (Salmo agua-bonita) is only found in the icy streams of the High Sierra and is native to no other state.
State Flag: The Bear Flag - The great flag was first raised in 1846 by American settlers during an uprising against Mexican rule. Although the California Republic - which the flag represented - was short lived, the flag still symbolizes love of freedom and perseverance.
State Flower: Golden Poppy - The Golden Poppy can be found thriving in some part of the state throughout the year.
State Fossil: The Saber-toothed Cat - The fossilized remains of this meat-eating cat are abundantly found in southern California at the Rancho La Brea tarpits.
State Gemstone: Benitoite - This spectacular sapphire blue gemstone is found in gem quality crystals at only one site in the entire world, at a small deposit in a remote area of the Diablo range in San Benito, California. It is one of the world's rarest and most beautiful gems.
State Marine Mammal: California Gray Whale - The majestic California Gray Whale measures 30 to 50 feet in length and weighs up to 40 tons. Whales can be sighted during their annual 14,000 mile migration from the Arctic to the lagoons of Baja California and back, December through April.
State Mineral: Native Gold - California has produced more gold than any other state in the union and it can still be found in stream beds.
State Motto: Eureka! The Greek word meaning "I have found it," refers to the great discovery of gold in 1848.
State Nickname: The Golden State - This name is highly appropriate because California's development and remarkable prosperity began with the discovery of gold.
State Reptile: The Desert Tortoise - An endangered species, it lives to be 100-125 years old and is a California native, contemporary to the Wooly Rhinoceros and the Mammoth.
State Rock: Serpentine
State Tree: The California Redwood - The California Redwood, which can be found in both Coastal and Sierra provinces of the Golden State, is among the most ancient of all living things in the world. These giant trees exist in large forested areas predominantly in California.
State Song: I Love You, California I -Love You, California, written by F.B. Silverwood, was designated the state song in 1951 and became official in 1988.
QUOTABLE QUOTES
"California, more than any other part of the Union, is a country by itself, and San Francisco a capital." - James Bryce, THE AMERICAN COMMONWEALTH, 1901.
". . . the various landscapes of California -- Switzerland and Burgundy and Yorkshire and Scotland and Spain." - Alstair Cooke, 1973.
"Our general called this country, Nova Albion, and that for two causes; the one in respect of the white bankes and cliffes, which ly towardes the sea; and the other, because it might have some affinitie with our country in name, which sometime was so called. There is no part of earth here to be taken up, wherein there is not some special likelihood of gold or silver." - From the voyage of Sir Francis Drake, 1589, Richard Hakluyt, PRINCIPAL NAVIGATION'S OF THE ENGLISH NATION, 1589-1600.
"The attraction and superiority of California are in its days. It has better days, and more of them, than any other country." - R.W. Emerson, JOURNAL, 1871.
"East is East, and West is San Francisco . . . Californians are a race of people; they are not merely inhabitants of a state." - O. Henry, 1910.
"When a tree takes a notion to grow in California nothing in heaven or earth will stop it." - Lillian Leland, 1890.
"I am usually very calm over the displays of nature, but you will scarce believe how my heart leaped at this. It was like meeting one's wife. I had come home again."- Robert Louis Stevenson, 1879.
"All scenery in California requires distance to give it its highest charm." - Mark Twain, 1872.
ICONS
The California State Library has a complete list of California state icons to assist you with your project, including color photos and graphics. To see the photos and graphics full-size, click on the images to enlarge.
California State Library
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1. California Travel and Tourism Commission (CTTC) Stats.
• Total direct travel spending in California was $96.7 billion in 2007 – an increase of 3.6 percent over 2006.
• During 2007, travel spending in California directly supported 924,100 jobs with earnings of $30.0 billion. Travel spending generated the greatest number of jobs in arts, entertainment and recreation (226,500 jobs), and accommodation and food services (534,000).
• More than 17 percent of all travel spending in the state in 2007 was attributable to international travel. Overseas arrivals at Los Angeles and San Francisco increased by 7.5 percent (3.6 million arrivals) from 2006 to 2007.
• Travel spending in 2007 generated $2.2 billion in local taxes and $3.6 billion in state taxes.
Visit www.visitcalifornia.com/research for more statistics, updated throughout the year.
Source: Dean Runyan Associates, 2008.
D.K. Shifflet & Associates, Ltd., CIC Research, Inc. and California Tourism, 2008.
2. Find Yourself on a California Beach.
California’s 1,264-mile-long coastline means miles and miles of beaches. From fun in the sun in Southern California to misty mornings on the North Coast, California’s beaches are a place for adventure, beauty and inspiration. Families love boardwalks and shopping in Santa Cruz and Monterey, while surfers get a kick out of Mavericks near Half Moon Bay. Farther north, gray waters add act as a poignant counterpoint to proud stands of redwoods, while kids and adults alike relish SoCal’s warm sands in Huntington Beach, San Diego and Santa Barbara. With opportunities for diving, surfing, swimming, kayaking, fishing, boating and relaxing, California’s beaches have something for everyone!
3. California Has Gone to the Dogs.
More and more California visitors are bringing their best friends along for the ride – millions of travelers bring their pets everywhere they go. California is the perfect place to bring your dog, cat, or even horse – pet-friendly lodging, parks and entire towns set tales wagging every day. Carmel and San Diego are popular dog towns, with doggie menus at restaurants, a calendar of dog events and special canine amenities at hotels. You can find a variety of fabulous accessories for your favorite feline at pet boutiques throughout the state, and miles of trails and some resorts are open for enjoying California on horseback.
4. Ecotourists Love Green California.
The Golden State is also known as the greenest state – with a bevy of ecotourism opportunities, visitors from across the world look to a California vacation as the perfect way to minimize their environmental footprint. Visitors to Santa Barbara can learn all about going green and carless, and make their own energy riding the Pacific Wheel in Santa Monica. Numerous hotels in the Shasta Cascade region are part of the Green Hotels Association, and Lake Tahoe offers numerous opportunities to carpool and learn about the surrounding environment. Every day is Earth Day in California!
5. Golfers Flock to California for 2008 U.S. Open.
California is a golfer’s paradise – with pleasant temperatures year-round, the green is always calling. The 2008 U.S. Open will be held at Torrey Pines Golf Course near San Diego June 12-15, drawing scores of fans. Visitors can also experience the famous Pebble Beach course or take a swing at any of the hundreds of specially-designed courses around the state – San Diego alone has 92. Golf lovers can purchase custom-fit golf clubs or receive special golf massages while staying in private suites – complete with their own putting greens.
6. California Knows How to Do Wine and Food.
The California Travel and Tourism Commission is partnering with the Wine Institute to celebrate California’s wine and cuisine. With more wineries than any other state and famous chefs serving the freshest ingredients, California is one of the world’s top wine and food destinations. A fabulous new promotional campaign, including a new 30-second spot featuring famous winemakers, chefs, and California wine and food icons, debuts in February 2008. In addition, CTTC is rolling out a brand new center for Wine and Food on the Web – www. landofwineandfood.com. The site will host new itineraries, the best of California’s wine and food hotspots, celebrity bloggers, and other fun and informative surprises for consumers.
7. California Highs and Lows.
Where else can you visit the highest and lowest points in the lower 48 states – in the same day? From the 14,495-foot-tall Mount Whitney in Sequoia National Park, it’s just a couple hours to Badwater in Death Valley National Park – 282 feet below sea level. Travelers can hike up the mountain from Lone Pine and marvel at the pristine Sierra Nevadas, then get their desert fix with Death Valley’s incredible scenery (and temperatures). This breathtaking journey of opposites is just one example of California’s enormous variety of climates and landscape – deserts, beaches, mountains and wide open valleys are all represented.
8. Visitors Find Their Inner Selves in California.
California offers a variety of spiritual vacation opportunities for people who are trying to find their true selves in a hectic world. From the world-renowned Esalen Institute in Big Sur to the famed magnetic energy of Mount Shasta, those who look within have plenty to guide them in California. Don’t miss the drum circles in Orange County’s Aliso State Beach and San Diego’s Chopra Center for preventative wellness. Holistic healing, massage, energy work, Buddhist meditation, cleansing diets and special retreats are all available – there are even opportunities to combine yoga with hiking! Those seeking to commune with nature can find vegetarian meals and the chance to grow closer to the natural world. Visitors come to California to take a break from the stress of everyday life.
9. A Year of California Anniversaries.
Several destinations throughout California are celebrating exciting anniversaries in 2008. Both historic Cannery Row and fascinating Hearst Castle are celebrating 50th anniversaries, with special tours and other events. Fresno will play host to celebrating Pulitzer-Prize winning author William Saroyan on the 100th anniversary of his birth. In August, Bigfoot celebrates his own 50th – visitors can head to the Willow Creek museum to get the full story. The Long Beach Aquarium and Palm Springs Art Museum also have special things in store throughout the year. Join in the many celebrations of California’s vast cultural and heritage history!
10. Eat and Drink Green Across the State.
There’s an eco-revolution, and California’s restaurants and vineyards have always led the way. Restaurants across the state have turned to sustainable ways to support the environment, along with local farmers and ranchers. From the freshest produce at hundreds of farmer’s markets to numerous farm-to-fork operations, California began the trend of producing the finest and most abundant array of organic, slow, locally grown, vegetarian, vegan and eco-friendly food. Visitors can tour the farm their produce came from, eat while listening to the farmer explain his methods, or learn first-hand where milk and cheese come from, providing a deeper connection to the food they eat. Wineries embracing green winegrowing and winemaking practices also provide tours and offer tastings of sustainable, organic and biodynamic wines. There’s never been a more delicious way for consumers to go green!
11. California’s Regions Make Travel Easy.
Even though California is the third-largest state in land area, covering 158,693 square miles, visitors travel easily within its 12 regions. With the regions divided into bite-size pieces, with several itineraries on www.visitcalifornia.com for each, visitors enjoy spending time in the North Coast, Shasta Cascade, Gold Country, San Francisco Bay Area, Central Valley, High Sierra, Central Coast, Los Angeles County, Desert, Orange County, Inland Empire and San Diego County regions. From the coast to the desert to the mountains to urban oases, California has a little slice of heaven for every audience – and something every visitor will love.
12. California Icons Continue to Draw Visitors.
Whether it’s their first trip to California or their hundredth, there are some things in California that are just absolute must-sees. Whether taking pictures in front of the Hollywood sign or on the Walk of Fame, posing with Mickey Mouse at Disneyland, or crossing the Golden Gate Bridge, these only-in-California icons create the ultimate memory. Many travelers return until they’ve checked everything off their lists! Other musts include a drive along Highway 1, a glimpse of (or hike up) Half Dome in Yosemite, and a California ski-and-surf vacation. But it’s not just about sights – a glass of California wine is an absolute requirement, as is California sushi and pizza creations, made with the freshest ingredients.
13. No Girls (or Boys) Allowed.
Girlfriend getaways and “mancations” are growing in popularity for California travelers. Whether for a special occasion (bachelor and bachelorette parties are top destination drivers) or just a great bonding session, visitors to California love trips that cater to their every whim. Limousine wine tasting tours are a favorite for everyone, and shopping, chocolate-tasting, spas, beach-hopping, surfing, golfing, fishing and camping (or “glamping” – glamour camping) make great settings for getaways among friends. Plus, California’s incredible nightlife plays host to the perfect place to mix and mingle with the other sex.
14. Oenophiles Love California Wine.
Wine lovers around the world flock to California for a taste of the good life. With more than 2,700 wineries, California produces 90 percent of U.S. wine, offering consumers a great selection of varietals, styles and price points. Wine regions spread from the best-known Napa Valley and Sonoma County to new and emerging favorites in the Paso Robles, Lodi, Livermore, Monterey, Santa Cruz Mountains, Sierra Foothills/Gold Country, Temecula and Santa Barbara (made famous in the movie Sideways) areas. With favorite varietals such as Cabernet Sauvignon and Chardonnay still going strong, California’s varied micro-climates, soil and topography also lend themselves to less common varieties, such as Mourvedre and Viognier. With award-winners by the dozen and incredible opportunities to taste, tour and learn, California’s wine country spreads across the state and is the stuff of wine lovers’ dreams.
15. Visitors Seek Nature and History at California’s State and National Parks.
California’s hundreds of state and national parks provide incredible opportunities for communing with nature and learning about California’s fascinating history. From state beaches covering most of the 1,264-mile coastline, forests filled with the largest trees in the world, and museums and historical sites preserving priceless cultural artifacts, California’s 4.1 million National Parks acres and 1.3 million State Parks acres offer a place for the entire family to learn, grow and participate in the most exciting adventures. Visitors can camp, hike, swim, ride, bike and play for days, all while seeing some of the most breathtaking scenery in the world.
16. Dine on Diverse Delights from Every Culture.
California’s incredible mixture of cultures from across the globe makes for an equally dynamic cuisine. From American and new-wave California Cuisine to exquisite gourmet selections, little of California’s culinary selections exist without a dash of another vibrant culture, allowing foodies to take their taste buds around the world. With Ethiopian, Chinese, Hmong, Korean, Thai, Vietnamese, Caribbean, British, Czech, French, Greek, Hungarian, Italian, Spanish, Swiss, El Salvadoran, Mexican, Greek, Middle Eastern, Basque, Danish, Indian, Japanese and the best sushi outside of Japan, California’s ever-shifting ethnic cuisine landscape is a show-stopper.
17. Families Love to Play in California.
A fun-in-the-sun California vacation is the ideal adventure for an exciting family getaway! From perennial favorites Disneyland (and Disney’s California Adventure) and Universal Studios for tweens and teens and Knott’s Berry Farm for the little ones, to newer adventures at Legoland, SeaWorld and Santa Monica Pier, families can find fun for every member. California is a roller coaster hotspot, with attractions launching new thrill rides all the time. Visitors can find exhilaration in spots such as Six Flags Valencia, but also history – the Santa Cruz Beach Boardwalk’s Giant Dipper roller coaster was built in 1924.
18. Catch a Show or Concert in California.
California is one of the best spots to catch a jaw-dropping performance or first-rate concert. From live music in restaurants and bars across the state to music festivals throughout the year, along with amazing venues old and new, the spotlight shines brightly on music and entertainment in California. Catch “Wicked” until May in L.A.’s Pantages Theatre, or the San Francisco Ballet February through May. Don’t miss the new Walt Disney Concert Hall or Shakespeare and concerts in the open air at Lake Tahoe. Listen long enough, and you might help discover the next superstar!
19. Finding a Purpose in California.
California is a great place to take a vacation with a greater purpose. Volunteer opportunities abound, from riverbed restoration, beach cleanup and other ecological causes, to raising awareness about causes or building homes. It’s a great way to get kids, students and families involved in something outside themselves, and a perfect way for individual men and women to really make a difference in their world. California “voluntours” are leaving their mark across the state.
20. Rural California Offers Surprises Around Every Corner.
There’s more to California than bright lights and big cities. Hundreds of rural areas across the state hold hidden treasures and unexpected surprises, not to mention fun events and festivals throughout the year. Hit Murphys for some gold country goodness, or Red Bluff for the annual Round-Up. Visitors can hunt for ghosts in Calico or herbs in Squaw Valley. A few steps off the beaten path can reveal incredible scenery, fun museums (learn about Pez in Burlingame!) and engaging people.
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Passenger Car Rental Industry Assessment
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Copies of the Tourism Assessment Form and instructions are available for downloading. When submitting the form, it will help us to correctly record your payment or exemption status if you include the identification number for your business from previous correspondence or notices. The forms are in PDF format.
Tourism Assessment:
- 2008/09 (Current Year)
- 2007/08
- 2006/07
Passenger Car Rental Industry:
Current Industry Segment Categories
Assessment Program Quick Reference PDF (2 pages) The California Tourism Marketing Act and Tourism Assessment Program quick reference guide for California's travel and tourism businesses.
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IMPACTS OF TRAVEL IN CALIFORNIA: A SUMMARY
• Total direct travel spending in California was $96.7 billion in 2007. Travel spending increased by 3.6 percent over the preceding year.
• Of California’s approximately 14 million international visitors, about 5.2 million were from overseas in 2007, 21.7 percent of all overseas visitors to the U.S., and up 12.4 percent from 2006.
• 31.9 million visitors traveled to and through California on U.S. carriers in 2007. Air travel on domestic flights increased by 3.5 percent over 2006.
• Total leisure visitor volume increased 5 percent, thanks largely to a 7.7 percent growth in-state leisure travel by California residents, offsetting a 9.6 percent decline in non-resident leisure travel.
• Over 17 percent of all travel spending in the state in 2007 was attributable to international travel. Overseas arrivals at Los Angeles and San Francisco increased by 7.5 percent (3.6 million arrivals) from 2006 to 2007.
• During 2007, travel spending in California directly supported 924,100 jobs with earnings of $30.0 billion. Travel spending generated the greatest number of jobs in arts, entertainment and recreation (226,500 jobs), and accommodation and food services (534,000).
• Travel spending in 2007 generated $2.2 billion in local taxes and $3.6 billion in state taxes.
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California Travel and Tourism Commission has a vast collection of beautiful images for editorial purposes. If you wish to receive a complete photo CD, please contact:
Amanda Moreland
Media Relations Manager- Domestic
California Travel and Tourism Commission
Telephone: 916/319-5424
Fax: 916/444-0410
E-mail: amoreland@visitcalifornia.com
Kat Burnside
Media Relations Manager- International
California Travel and Tourism Commission
Telephone: 916/319-5421
Fax: 916/444-0410
E-mail: kburnside@visitcalifornia.com
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California Tourism's media relations staff are prepared to assist consumer and travel trade journalists, photographers and film makers with assignments requiring a visit to California.
California Tourism does not underwrite airfare and ground transportation for journalists visiting the state, and is not able to provide drivers or escorts. Following are useful guidelines for journalists interested in visiting California to research story ideas, write a travel article, or a film TV program, series or video.
Requests for press trip assistance must be in writing and sent (via e-mail) at least 30 days prior to start of the press trip.
The written request should include the following.
- Complete flight details (airline, flight numbers, arrival and departure dates and times, and airport location).
- Complete contact details (address, telephone and fax numbers, e-mail address, etc.) for journalist.
- If writing for print, include name of publication, frequency of publication (i.e., daily, weekly, monthly), circulation, and expected date that article will appear.
- If broadcast, include name of program or series, audience numbers, and expected date and time of broadcast.
- If on assignment, please include letter of introduction from editor and/or producer.
- If itinerary known, exact dates of visit and desired destinations for overnight accommodations.
- Size of traveling party. Is journalist traveling alone or with a companion? With a photographer? If film crew, how many? Provide names for everyone in travel party.
- Number of rooms required. Single or double occupancy? Smoking or non-smoking room? Note: Accommodations are typically secured at a complimentary or discounted press rate. However, certain factors may preclude that from happening(high season, busy weekend, holidays, convention in town effecting availability , etc.).
- Please note if specific type of accommodation(i.e., bed and breakfast inn, rustic lodge, upscale property)is critical to story angle being researched.
- Please note if host property will be mentioned in story and/or receive credit at end of program.
Please send requests to:
Amanda Moreland, Domestic Media Relations Manager
(916) 319-5424
amoreland@visitcalifornia.com
OR
Kat Burnside, International Media Relations Manager
(916) 319-5421
kburnside@visitcalifornia.com
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If you wish to receive any of the following communications pieces via e-mail, please contact Amanda Moreland, Domestic Media Relations Manager, at amoreland@visitcalifornia.com or 916-319-5424.
Please include your name, title, affiliation, mailing address, phone number and e-mail.
- What's New In California - quarterly publication detailing new travel and tourism developments in California.
- Regular news releases
- InsightsOnline - monthly travel industry newsletter
- Media e-newsletter
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Our Mission
The California Travel & Tourism Commission (CTTC) is a non-profit organization with a mission to develop and maintain marketing programs - in partnership with the state's travel industry - that keep California top-of-mind as a premier travel destination. California is currently the number one travel destination in the country. Travel and tourism expenditures total $96.7 billion annually in California, support jobs for nearly 924,100 Californians and generate $5.8 billion in state and local tax revenues.
About California Travel and Tourism Commission
- The CTTC is a not-for-profit, 501(C)(6) corporation formed in 1998 to work jointly with the State of California’s Division of Tourism to implement the annual Marketing Plan, which promotes California as a travel destination. While these two partners (CTTC and Division of Tourism) are separate legal entities, they are commonly referred to jointly as California Tourism.
- From 1998 to 2003, California Tourism consisted of the originally conceived private-public joint marketing venture partnership of the CTTC and the State of California. The sole source of California tourism marketing budget is now directly derived from assessed businesses in the travel and tourism industry.
- The CTTC operates under the auspices of the Business, Transportation and Housing Agency. Secretary Dale Bonner serves as Chair of the organization.
- The 37-member CTTC is composed of individuals from all 12 regions of California. Members represent five principal industry sectors: Accommodations, Restaurants and Retail, Attractions and Recreation, and Transportation and Travel Services, and the Passenger Car Rental Industry. Twenty-four of the commissioners are elected by the approximately 5,000 assessed California businesses; 12 are appointed by the governor; and the 37th is the California Business, Transportation and Housing Agency Secretary. The Commission meets three times a year to direct CTTC’s programs and activities. A 34-member statewide Marketing Advisory Committee also provides input in developing the marketing plan.
- Tourism is California’s fourth largest employer and fifth largest contributor to the gross state product.
California Travel and Tourism Commission, 980 9th Street, Suite 480, Sacramento, CA 95814 Telephone:(916) 444-4429 Fax:(916) 444-0410 Email: info@visitcalifornia.com
Click here to download the CTTC Bylaws
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New FuelTool Calculates Fuel Cost for California Getaways
With gas prices still climbing, California vacationers now will be able to calculate the fuel cost of a trip or getaway with the click of a button. The new FuelTool fuel cost estimator is now available on www.californiaweekend.com, published by Getaway Media Corp.With the new FuelTool, visitors will not only get the one-way distance and travel time to these getaways, but also the approximate fuel cost for the roundtrip to each location on the list of recommended getaways. Visitors can select the general type of vehicle they are driving, put in the approximate amount they are paying per gallon of gasoline, and the FuelTool will do the rest.
California Academy of Sciences Open New Green Facility
The new California Academy of Sciences opens its doors in San Francisco’s Golden Gate Park on September 27. Filled with light and life, the new Academy breaks the mold of traditional natural history and science museums, blending seamlessly into its setting in the park. Founded in 1853, the Academy is the only institution in the world to combine a natural history museum, aquarium and planetarium, along with world-class research and education programs – all under one living roof.Designed by Pritzker Prize-winning architect Renzo Piano, the Academy sets a new standard for sustainable architecture. Using recycled denim insulation, a natural ventilation system, and numerous other eco-conscious materials and technologies, the new Academy reduces its impact on the environment, making the building itself a powerful exhibit on how humans can live and work in environmentally-responsible ways. Visitors will gain insights into the building’s green features through thought-provoking displays, programs and docent-led tours. This new building not only serves as a powerful teaching tool, but it also houses stunning new exhibits and programming.
The Citizen Hotel Set to Open this Fall in Downtown Sacramento
Joie de Vivre Hospitality is pleased to announce the grand opening of The Citizen Hotel, located in downtown Sacramento. The Citizen Hotel is set to open in early November, after an extensive renovation to the historic former Cal Western Life building. The stylish boutique hotel features a mansard roof, soaring ceilings and marble walls. The Citizen has 197 rooms, each with spectacular décor. With the state Capitol as its backdrop, The Citizen Hotel presents classic sophistication to those who travel to Sacramento. The hotel will also include 11,000 square feet of meeting space and a 3,000-square-foot outdoor roof deck with a view of the Capitol building.
What's New in CA Fall 2008
What's New in CA Summer 2008
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