California employs both private and public entities to attract tourism. The California Travel and Tourism Commission, a private non-profit industry group, partners with the California Department of Tourism to market the state. Notably, all marketing financial support comes from the tourism industry. No taxpayer funds are tapped.
The partnership, commonly referred to as California Tourism, maintains and expands consumer "top of mind" awareness for California worldwide. By pooling resources from industry suppliers, the group can launch awareness campaigns both domestically and internationally that would be difficult for individual travel companies.
The group develops and manages more than 50 programs both to the consumer and travel trade. These range from California destination advertising and newsletters to travel show participation. In addition, California marketers develop relationships with specialized market segments such as national tour companies. To attract international visitors, California Tourism participates in major trade shows like ITB in Berlin.
In 2009, California tourism income reached almost $88 billion, and 17 percent was spent by international visitors. Tourism is the fifth-largest contributor to the state's gross product. All tourism market segments are represented in marketing California, including hotels, restaurants, transportation, attractions and car rental agencies. The marketing effort is directed by a 37 member board, which is comprised of both officials elected by the suppliers and government appointees.
