The 2008-2009 fiscal year has proven that even in these tough times, marketing strategies and savvy, nimble leadership can still create positive impacts. During a recession, when hunkering down and cutting back usually reign, it’s tempting for companies and organizations to scale back on marketing. Fortunately, in California we have sound industry leadership and investment focused on long-term outcomes to keep visitors domestically and abroad not only dreaming of, but booking their next California vacation.

Focused Initiatives
Despite predictions that tourism spending is expected to decrease overall due to the recession, the California Travel and Tourism Commission (CTTC) has continued to do what the state industry cannot do for itself by continuing our marketing efforts in key domestic and international markets. Persistent analysis of our programs allows us to not only focus on efforts that offer the highest return on investment, but on strategic partnerships that continue to stretch our resources and impact so that we do not lose momentum gained in recent years. In addition, the sustained tourism industry investment allows for smarter media buying where upfront purchases make not only for less expensive air time, but opportunities for inclusion of promotional "added value" content.

On the international front, we are maintaining our significant increases in overseas marketing started two years ago as we still believe that this is our biggest growth opportunity over the long haul. Additionally, CTTC has been able to continue leveraging the celebrity persona of Governor Arnold Schwarzenegger, enhancing the California travel message as our delegations conduct trade and media missions around the globe.

Equally important, this year CTTC focused on state and national issues that affect not only the travel industry but the traveler’s ability to easily visit California. Crucial to these efforts are collaborative industry opportunities to meet with and deliberate on issues with key policymakers such as the Travel Leadership Summit Legislative Reception in Washington, D.C., and the California Legislative Reception in Sacramento.

Working for You
Although we are seeing some encouraging trends as we look forward to the 09-10 fiscal year, it’s important that the travel industry in California and the U.S. not take this for granted, and continue to provide the greatest value possible for consumers. Destination marketers must also do their best to remind consumers about the benefits of travel, from creating special memories in wonderful places to enhancing health, relationships and productivity. CTTC emphasizes all this in our lifestyle marketing efforts, and our stable funding has put us in the enviable position of being able to continue promoting California globally.

This Year in Review is a digest of California’s travel industry investment, led by CTTC, in a more prosperous future for the Golden State. It stands as a testament to how uniting during "tough times" can create great achievements. We hope it inspires you to continue working closely with us in the new fiscal year.

Caroline Beteta
President & CEO, California Travel & Tourism Commission
Deputy Secretary for Tourism, Business, Transportation & Housing Agency
National Chair, U.S. Travel Association