
FY20/21 Culinary Strategy
Visit California’s approach to culinary programming will focus on what’s in season, while supporting an industry and workforce embattled by new and evolving challenges.
By
1/12/2021
The pandemic remains the elephant in the room. It has certainly affected Outlook Forum, down to the virtual format. But in every crisis there is opportunity: this year’s conference is the most accessible: A record number of industry members have registered already, with more than half attending for the first time.
Our industry is in a position to lead the way in the next stage of recovery. The tourism industry cannot, on its own, stop the spread of COVID-19, prevent wildfires, or solve the myriad of persistent issues that are tarnishing the California brand. And make no mistake — California was hit hard in 2020. However, we are California’s brand stewards and the first movers of economic recovery.
I look forward to sharing more about the importance of tourism industry leadership in times of crisis:
Additional resources:
California’s tourism industry is well positioned to recover economically, but there’s no denying the industry has a steep hill to climb.
To overcome this setback and shorten the recovery window, we need to understand how the market and consumer sentiment are shifting and prepare to ramp up marketing when demand returns. Economic forecasts indicate a five-year recovery, and we’ve already experienced that it will be a jagged one, at least in the near future. To help you prepare, several high-profile economists will be giving U.S. and international forecasts at Outlook Forum.
One undeniable lesson from the past year is importance of a strong, cohesive California brand. California’s statewide marketing program may be most visible in times of prosperity, but it’s most essential during recovery.
Most importantly, the industry must continue to embrace collaboration and speak with one voice. The challenges of the pandemic, I hope, will create opportunities to rise together — to this end, this year’s Outlook Forum will feature sessions on new Visit California resources and partnership opportunities.
One of the biggest shifts for the Visit California organization and a major conference theme is the pivot to an in-state and domestic audience. I’ll explore how the organization is adapting its strategy and programs to reach this audience — alongside our eventual plans to resurrect travel from California’s tier-1 international markets.
I look forward discussing the way forward for Visit California and California’s tourism industry:
Additional resources:
While I’m excited to speak with you at 2021 Outlook Forum, I’m most looking forward to experiencing the conference as an attendee. Previewing the conference’s 20 sessions has already sparked fresh ideas and focused my thinking about the future of our industry and how we can build back better.
Until February, be well and Dream Big.
By
1/25/2021
National Plan for Vacation Day 2021
U.S. Travel Association created National Plan for Vacation day in response to a persistent challenge in American life: Americans are not using their vacation days. The Institute for Applied Positive Research found that while 77% of American workers are very happy while on vacation and 93% believe travel is important, Americans left 33% of their paid time off on the table. Put simply, Americans appreciate the importance of travel to their wellbeing, but the country’s work-centric culture prevents many from following through on vacations.
In past years, Californians have had the dubious distinction among states of leaving the most paid time off on the table. Now they expect to take 39% more time off in 2021 than they did last year, according to research by SMARInsights. More than half said they will travel as much as they did before the pandemic, while 18% said they will travel even more to make up for lost time.
Unsurprisingly, encouraging trip planning increases the use of paid time off for travel and tourism. Planners use an average of about four more days of PTO than non-planners.
The pandemic has only underscored the importance of trip planning. Americans have had far fewer opportunities to travel — six in 10 feel they desperately need a vacation. Regardless of a particular destination’s current travel restrictions or a given consumer’s sentiment toward travel, everyone can start planning their next trip. Simply taking this step significantly boosts happiness according to Destination Analysts, and importantly for the tourism industry, drives future travel and tourism activity while also improving the travel experience.
Support National Plan for Vacation Day with additional research, talking points and media in U.S. Travel’s industry toolkit.
Visit California Encourages Trip Planning
Visit California has big plans for this year’s National Plan for Vacation Day to help consumers chart their escape:
Help get the word out by pitching media contacts on National Plan for Vacation Day, especially the research on paid time off and pent-up demand, the link between planning and an improved outlook and the boost to California’s economy when travel resumes. While you’re pitching, tell them about the Dream Dial. And engage your social followers by encouraging them to ask travel planning questions using #PlanForVacation.
“With a truly global marketing program that is constantly in motion, Visit California never stops spreading the California Dream around the world.”
Visit California's industry-led Commission comprises
leaders from all corners of the Golden State's travel landscape.