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Spring 2025 Commission Meeting

Materials

California Travel and Tourism Commission Meeting
Tuesday, June 3, 2025
9:00 a.m. – 1:00 p.m.

The Ritz-Carlton, San Francisco
600 Stockton Street
San Francisco, CA 94108

AGENDA

All times indicated and the order of business are approximate and subject to change. Subject to the discretion of the Chair, agenda items may be heard out of sequence.

  1. Call to Order
    1. Roll Call and Approval of March 5, 2025 Meeting Minutes
  2. Chair Welcome and Opening Remarks
  3. CEO Report
    1. State Perspective on Tourism and the Economy
      1. 2024 Economic Impact of Travel
      2. 2025 California Travel Forecast
    2. Guest Speaker: Tori Emerson Barnes, Executive Vice President, Public Affairs and Policy, U.S. Travel Association
    3. Current Commission Operations, Action Items and Priorities
  4. Public Affairs / “Why Travel Matters”
    1. Federal Actions Messaging Platform
    2. Crisis Response
      1. Los Angeles Wildfire Update
      2. Highway 1 Closure
    3. California Tourism Month Highlights
    4. Regional Plans Update
    5. CalChamber Business Outlook Event
    6. Video: “Visit California Marketing Highlights”
  5. Nominating Committee Update
    1. Discuss, Consider and Vote on Recommendations and Nominations to Fill Existing Nominating Committee Vacancies
  6. 2025 Industry Renewal Referendum
    1. Timeline
    2. Industry Survey
    3. Referendum Coalition
    4. New Industry Website
    5. Discuss, Consider and Vote on Resolution to Call Industry Renewal Referendum
  7. Marketing Advisory Committee Meeting
    1. Call to Order
      1. Roll Call and Approval of March 5, 2025 Meeting Minutes
    2. Vice Chair of Marketing Opening Remarks
      1. Advertising Effectiveness
    3. CEO Marketing Report
      1. FY25/26 Marketing Work Plan Summary
        1. Strategy and Marketing Framework
        2. Global Consumer Research
        3. Domestic Marketing Approach
      2. Crisis Marketing Update / Activations
        1. Los Angeles Wildfire Recovery Campaign
        2. Canada Diplomatic Campaign
      3. Live Events and Major Milestones
        1. Route 66 Centennial Celebration
    4. Program Highlights
      1. Brand Update
        1. FY25/26 Brand & Content Strategy Overview
          1. Creative and Media Strategy
          2. Global Leveraged Media Co-ops
        2. FY24/25 The Ultimate Playground Update
          1. Brand Campaigns
            1. Road Trip Campaign
              1. Road Trip Guide
            2. Family Campaign
      2. International / Professional Meetings and Events Update
        1. FY25/26 International Strategy Overview
          1. Market Prioritization
          2. Partnerships Update
          3. In-Person Engagements
        2. FY25/26 Trade Strategy Overview
          1. Global Airlift Update
          2. Luxury Initiative Progress
          3. IPW Chicago Preview
        3. FY25/26 Professional Meetings and Events Strategy Overview
          1. Media and Creative
          2. Planner Engagement and Education
      3. Earned Media Update
        1. FY25/26 Earned Media Strategy Overview
        2. FY24/25 Highlights
          1. Media Impact Scores
          2. Broadcast Integrations
          3. Influencer Campaigns
          4. Media Events Highlights
    5. Discuss, Consider and Vote on Proposed FY25/26 Marketing Plan / Budget
    6. Public Comment on Matters Not on the Agenda
    7. Agenda Items for Future Meetings
    8. Adjourn Marketing Advisory Committee Meeting
  8. Finance
    1. Discuss, Consider and Vote on Proposed FY25/26 Program Budget
    2. Discuss, Consider and Vote on Reviewed Financial Statements for Period Ending Feb. 28, 2025
  9. California Welcome Center Update
  10. Public Comment on Matters Not on the Agenda
  11. Agenda Items for Future Meetings
  12. Upcoming Meetings
    1. Fall Board Meeting, Orange County – October 22, 2025
    2. Outlook Forum, San Diego – March 10-11, 2026
    3. Winter Board Meeting, San Diego – March 12, 2026
    4. Spring Board Meeting, Anaheim – June 2, 2026
  13. Adjournment

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