On behalf of the travel industry, CTTC coordinates a variety of events and activities aimed at reaching the travel industry, elected officials and the assessed business community. These events include the annual legislative reception in Washington, D.C., where CTTC works to build long-lasting relationships; educate/inform Congress of the importance of tourism industry to California’s economy; communicate issues of importance both federally and statewide; and discuss federal travel and tourism issues. With CEO Caroline Beteta serving as chair of the U.S. Travel Association, California maintains a leadership role by organizing and promoting this event.

CTTC also hosts the California Tourism Marketing Excellence Awards Luncheon, an opportunity for the industry to submit their marketing efforts and to be recognized by their peers and CTTC. Additional partner receptions and events also take place throughout the year, often in conjunction with the quarterly Commission meetings.

Promotional items are an excellent marketing tool to share our brand and market California and CTTC to tour operators, media members and promotion partners. Our promotional items reach many markets worldwide and spread brand awareness of our logo and Web site.

The California reception in Washington, D.C., co-hosted by CTTC and the California Restaurant Association (CRA), began in 2006 as part of the U.S. Travel Association’s Travel Leadership Summit (TLS). In 2008, California hosted eight Members of Congress, 17 legislative staffers from 10 Congressional offices and Japanese Ambassador Ichiro Fujisaki, in addition to over 100 travel and tourism industry partners. In 2009, due to the extreme success of the D.C. event, CTTC also planned a similar reception in Sacramento for California legislators. The April event should provide industry partners the chance to learn more about the government representatives and for legislators to learn more about the value of California tourism.

For 10 years, in conjunction with CalTIA’s Conference on Tourism, CTTC has coordinated the California Tourism Marketing Excellence Awards Luncheon. For the 2008 Luncheon, the number of entries increased by 21%, as did attendance at the event itself. For its quarterly Commission meetings, CTTC created a sponsorship program raising $100,000, and worked with the Wine Institute for wine sponsorships throughout the year.

In terms of promotional items, CTTC developed a variety of new partners and sources to provide eco bags, branded USB drives, and custom branded California olive oil, among other items.

For the 2009 California Tourism Marketing Excellence Awards, CTTC has added new categories that address such topics as social media and sustainable tourism, as well as moved toward a completely online application process. A renewed focus on cost containment this fiscal year will result in new sponsorship and funding opportunities, while CTTC also looks to host industry events in new locations. In terms of promotional items, CTTC plans to develop a host of “green” items to coincide with the creation of the California Sustainable Tourism Symposium (CSTS). CTTC also plans to implement a new internal storefront option that will allow easier ordering and tracking of promotional items and other CTTC collateral.

• To educate the industry, Commissioners and elected officials about CTTC programs and the benefits of tourism promotion through events and outreach programs. Measured by attendance and participation.
• For the D.C. reception, CTTC’s goal is to get as many members of the California delegation to attend to meet and hear firsthand from California’s tourism leaders on issues of importance both federally and statewide, as well as build long-lasting partnerships. Measured in number of Congressional attendees and industry partners.
• Set a standard for the tourism industry with promotional items, and promote CTTC branding and California destinations and icons.