International Markets

The international arena continues to be an area of emphasis for CTTC. With the opening of new offices in China and South Korea, and new representation in Mexico, CTTC is fully staffed in each primary international market, and particpates in a host of programs to promote the California brand abroad.

Determining Focus
Spend in each market is determined on a variety of factors, including overall visitor volume, leisure travel proportion, California visitation, visitor spending/contribution to the economy, propensity to travel, economic climate, airlift, cost of media and industry partner interest, among others. The program of work for each market is determined by the key influencers of that market (advertising, travel trade, Web, etc.) and dollar spend.  CTTC 09-10 Marketing Matrix

Market Potential
California’s international markets are ranked based on market potential. The U.K., Japan and Canada are considered lead markets, where broadcast is an effective means of reaching large quantities of consumers. Although Mexico is CTTC’s largest volume market, 94% of Mexican travel is made by automobile, and the bulk of travel is for day trips, which have lower yield in terms of economic impact on the state. Mature markets include Germany, Australia and Mexico, where CTTC has significant spend, but direct-to-consumer marketing is limited to co-ops done with major influencers in the market. The resident travel trade has extensive experience with U.S. destinations, and the countries have a diversified offering of products.

Monitoring Growth
Emerging markets include China and South Korea, where market growth is carefully monitored. These markets offer a combination of strong interest in California with new market conditions suggesting large increases in travel to the U.S. CTTC also has relationships with marketing representatives in Latin America and Scandinavia, considered secondary markets, and continues to foster relationships with the Indian, French and Italian tourism industries.

In all its international markets, CTTC focuses on travel trade and public relations to directly influence customers, although travel trade plays a different role in each market and has shifting levels of influence. Additionally, CTTC focuses on technology in each market, as more and more consumers are going directly to the Web on a global basis.