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California Tourism Month delivers message of resilience, hope and economic power

By Dan Smith 05/08/2020

It’s not a normal California Tourism Month, but Visit California and industry partners are spreading the word about the steep challenge facing Golden State tourism.


It’s a good news-bad news story: 2019 marked a decade of tourism growth in California, while coronavirus closures have erased it in 2020.


Visit California and its partners have aggressively disseminated that mixed economic impact message through local, state and national media, across owned social channels and with government influencers, notching more than 40 media placements in just the first four days of tourism month.


California Tourism Month, which the Legislature designated in 2016, coincides with the release of the annual economic impact report:

California’s tourism industry also embraces the governor’s smart, data-driven approach on reopening the economy and will be ready to serve visitors when that time arrives – with no backsliding because of a health crisis flare up.


Local coverage remains a key to broaden understanding of what the industry faces by describing the successes it’s had. Partners can use Visit California’s Tourism Month tool kit -- a sample press release, social media posts, newsletter article and talking points – to help tell the story through the rest of the month.


Later in May, Visit California’s tourism month social messaging will focus on the workforce and the crucial role of tourism to support local tax bases and the services they provide.


State legislators will receive data on the economic benefits of tourism in their districts and will be encouraged to share it with their constituents and local elected officials. Local partners are encouraged to share that message with local influencers and decision-makers.

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