California Resident Sentiment on Travel and Tourism
Omnitrak
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(Date of Publication: October 11, 2024)
Ongoing study of U.S. households that measures key indicators of how residents perceive travel and tourism in their area. The report includes two annual waves of data (2022 and 2023) for the US, California, 12 tourism regions, 27 counties and 22 cities. Cities have a minimum sample size of 56 households and counties of 72 households.
MAJOR TAKEAWAYS
- 60% of Californians hold a highly positive view of the travel and tourism sector, indicating broad public appreciation for its role in the state.
- 53% of Californians recognize the tourism industry as a critical force for job creation and employment opportunities, showcasing its significance in workforce development.
- 51% of California residents expressed a high level of positivity toward generating local tax revenue from tourism.
- 59% of residents agree that tourism has driven the growth of local shopping, dining, and entertainment options, emphasizing its contribution to the local economy.
- 51% of residents support local governments actively promoting tourism, highlighting the public's approval for ongoing efforts to attract visitors and strengthen local economies.
- 42% of residents believe that tourism has a direct positive impact on their quality of life, highlighting the industry’s broader social and cultural influence.
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