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Visit California inspires travel, one visitor at a time.

269M
Statewide Visitor Trips
$126.3B
Visitor Spending
1.1M
Jobs
$10.3B
State & Local Tax Revenues
*Statistics reflect the 2016 calendar year.
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Transformative infrastructure project bridges Mexico and California

By Lindsay Wright
9/2/2017

Whether or not it’s always obvious, the infrastructure of a destination can truly impact travelers' experiences, and even small improvements like dedicated bike lanes and well-designed freeways can increase accessibility and have major effects on regional travel.

But in San Diego, an innovative infrastructure project has introduced an entirely unique concept for international collaboration that has effectively reshaped the travel landscape in one of California's premier gateway cities.

Called the Cross Border Xpress (CBX), the enclosed pedestrian walkway at the border between Mexico and the United States connects the Tijuana Airport to a new passenger building in San Diego. Only ticketed passengers flying in and out of the airport can access the bridge, open 24/7 and available for a cost ranging from $16 to $30. The project adheres to all U.S. and international security standards, designed in conjunction with the U.S. Customs and Border Protection.

This past May, Visit California senior leadership and a delegation of California industry partners got a firsthand look at project, which is one of the biggest and most innovative border infrastructure projects in history. The visit was part of Visit California's "All Dreams Welcome" CEO Mission to Mexico, during which the delegation crossed the border via the CBX and got a glimpse of how the project has bolstered border crossings and regional travel.

Joe Terzi, president and CEO of the San Diego Tourism Authority, says that the tourism board worked closely with the team planning the CBX to determine a strategy for marketing this new offering to travelers. 

“We continue to work with Tijuana Airport, CBX and airlines to make sure the message about CBX gets out on how unique it is and the benefits of access to San Diego through CBX,” Terzi says.

Due to the project's unique concept, the Cross Border Xpress took more than 10 years to complete, including many years securing approvals and agreements with both the U.S. and Mexican governments. Although the original idea for this project was developed many years ago in the 1980s, it only came to fruition in 2015. CBX officially opened its doors in December of 2015.

According to Terzi, the Tijuana airport will welcome 6 million passengers this year as the second most-connected domestic airport in Mexico (just after Mexico City). Of those 6 million passengers, over 2 million are expected to utilize the Cross Border Xpress. An average of 5,000 passengers per day utilizes the passageway. Terzi notes that these numbers are expected to grow by double digits in the next several years.

As the sixth-largest economy in the world, California is a major destination for travelers from Mexico, the state's No. 1 international destination. This new platform connects more than 30 Mexican destinations with Southern California, with many users coming from places like Guadalajara, Culiacan, Aguascalientes and Bajio.

To date, the project has been impactful for both the U.S. and Mexican economies, encouraging travel to new destinations for both business and leisure. It also alleviates congestion at other ports of entry in San Ysidro and Otay Mesa, which often experience significant delays. Upon entering the United States through CBX, passengers also have easy access to ground transportation. 

The project is not the last on Tijuana airport’s agenda: The airport is planning an aggressive expansion program, with the intent to open the doors for new air service into the airport.

“We see it as a very positive opportunity to increase the capacity into our region, possibly securing international service into our region that could not be accommodated at the San Diego airport," Terzi says.

The U.S. and Mexican infrastructure connections don’t stop here. Several efforts to better connect the two countries have been made, including energy infrastructure, workforce development, and more. 

What other innovative project have you noticed within your city or other destinations you’ve visited? Share your examples with us below! 
Woman in hammock in rock archway.
25 Years of Dreaming Big: 'Visit California,' 2007-2017

By John Blomster
8/25/2017

Emboldened by its $50 million budget, the California Travel and Tourism Commission (CTTC) turned focus outward with a comprehensive global marketing strategy. 

The organization’s robust rural program— which to this day provides funding and grant opportunities for the state’s eight beyond-the-gateway regions — scaled significantly with increased funding. And those efforts have led to the steady growth of local and regional tourism improvement districts, with 98 across the state in 2017 and a combined investment of more than $227 million.

The organization’s growth also provided a platform to continue to take a leadership role in responding to major state crises, which came back-to-back in the mid–2000s.

The 2007 California wildfires prompted the biggest evacuation in state history — more than 1 million people across seven counties — and scorched more than 1,500 square miles. The CTTC worked closely with Gov. Schwarzenegger in crafting crisis response communications, leveraging the governor’s role as a California ambassador while conveying the message that California was “still open for business.”

The next year, the Great Recession hit. Despite the global financial crisis, hospitality jobs continued to grow. California tourism weathered the financial crisis better than most other industries: From 2009 to 2010, leisure and hospitality was one of only four sectors to post employment gains.

The CTTC held its first Outlook Forum in 2008, which was initially a gathering of staff and international offices. The next year, it became a full-scale conference that, by 2017, welcomed more than 600 leaders and influencers from around the globe as the industry’s premier annual event.

In 2011, travel-related spending in California surpassed $100 billion for the first time, making the Golden State the first in the country to reach the milestone, on par or above travel spending in entire countries, such as Mexico, India, Australia and Canada.

With additional offices in Italy, France, China and Australia, the CTTC enjoyed a global reach now in 13 international markets. Partnerships with organizations such as the California Wine Institute, the California Department of Food & Agriculture, CA GROWN and AMGEN Tour of California, among others, continued to fuel growth, even as the organization’s media buying power constricted with inflation.                           

It was then that the organization officially began doing business as something more personal and indicative of the work being done on behalf of the state: Visit California.

Daring to ‘Dream Big’ 

The 2013 referendum passed with a 93 percent approval vote, coinciding with the launch of Visit California’s China campaign, which Beteta and Gov. Edmund G. Brown kicked off in Shanghai during the governor’s April trade mission.

The same year, the Visit California Board of Directors unanimously approved the “Dream Big Vision” to begin the on-ramp to even bigger goals ahead.

Gov. Brown was instrumental in this effort, providing invaluable leadership as the industry decided to double down on its investment, shaping the legacy that would launch the Visit California program into the stratosphere.

In 2014, California’s travel industry voted to approve the Dream Big Dividend, adjusting assessment rates to reach a milestone $100 million in statewide promotion investment. The increased funding provided the resources to develop a robust global network and integrated marketing strategy that amplifies the California Dream around the world.

Localized international websites, global social media expansion and direct-to-consumer advertising are just some of the early results from the Dream Big Dividend, along with the debut of Visit California’s original content platform, Dream365TV. Since launch, Visit California has produced more than 115 original videos for Dream365TV, which has garnered hundreds of millions of views.

As the era progressed, Visit California was scaling up and accomplishing goals few could have imagined: The organization doubled the state’s total brand investment in FY15/16 to $51 million, and international spending increased from $10.7 million the year prior to $20.2 million. Travel trade and PR programs expanded significantly, including broadcast partnerships with some of the world’s most popular television programs like Bravo TV’s “Top Chef.”

Gov. Brown also made history by signing into law legislation mandating that the chair of the Visit California Board of Directors be elected by the industry appointees on the Board. And in Fall 2016, qualified Commissioners voted to elect Ridgemont Hospitality CEO Sima Patel as the organization’s first industry-elected Chair.

The innovations roll on as the Dream Big Dividend continues to fuel new developments:

Visit California launched a partnership with Time Inc., one of the most influential media companies in the world, and continued to refine audience-focused campaigns with the launch of the California Golden State of Luxury initiative, aimed specifically at the super affluent audience, alongside the evolution of passions-based and family-focused marketing platforms.

Celebrities and brand ambassadors continue to play a huge role, with stars such as Magic Johnson, Anna Faris and Jonny Moseley and more lending their influence to California’s tourism product.

Dreaming on Together

Walt Disney, one of the Golden State’s biggest dreamers, inspires Visit California’s work with his mantra: “If you can dream it, you can do it.” 

In that vein, Visit California’s most important guiding principle is also its simplest: Tourism doesn’t just happen. We must make it happen.

The idea connects every person and every trade across the state. Through shared challenges and great successes with its partners, Visit California has remained a singular, unifying force for the millions who live, work and visit the Golden State. 

Ultimately, that is the organization’s greatest legacy, one that stretches into a future defined by travel more and more each day: Together, California’s dynamic, diverse tourism community will shape the future of the state.

As the sun sets on this first era of Visit California’s history, it illuminates a new beginning for the state — one grounded in history, shaped by the present, and defined, as always, by bigger dreams for the future. And that future is golden.
Event

Fall Board Meeting

October 2017 | FREE

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World Travel Market (WTM), U.K.

November 2017 | Starting at $4,000

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Visit California Outlook Forum

Q1 2018 | Starting at $599

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California STAR

Ongoing | Starting at $3,500

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“With a truly global marketing program that is constantly in motion, Visit California never stops spreading the California Dream around the world.”
James Bermingham | EVP of Operations
Montage International
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