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Rural Marketing Program

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The California Grant Program is a foundational element in driving travel to the Golden State’s beyond-the-gateway regions. Through a multi-faceted approach comprising Tourism Marketing Grants and a robust Regional Marketing Program, Visit California is able to enhance and amplify marketing efforts for local DMOs across the state.

In FY16/17, the Regional Marketing Program included an original content series spotlighting California's lesser-known locales and finds in beyond-the-gateway destinations, aptly titled Hidden Gems. And in FY17/18, a partnership with the Adventure Travel Trade Association will feature California’s eight rural regions as part of both consumer and travel trade activations.