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Y E A R I N R E V I E W
CAL I F ORNI A T RAVEL & TOURI S M COMMI SS I ON
page 24
LOOKING AHEAD:
THE 2007
REFERENDUM
AND MORE
TOURISM MARKETING BUDGET
GROWS TO $50 MILLION page 2
page 20
INTERNATIONAL
MEDIA RELATIONS
RESULTS TOP
$84 MILLION
page 9
NATIONAL
AD CAMPAIGN
DEBUTS AT
THE OSCARS
page 18
CTTC ATTENDS
WORLDS LARGEST
INTERNATIONAL
TRAVEL TRADE
EVENTS
page 13
INDUSTRY PARTNERS
ACKNOWLEDGED
FOR MARKETING
EXCELLENCE
page 23
THREE NEW
CALIFORNIA
WELCOME
CENTERS OPEN
It is truly an exciting time to be part of
Californias tourism economic engine.
Californias domestic market share made
its largest gain in recent years, tourism
funding levels are at a record high and
strategic marketing initiatives continue
to position California as one of the
worlds premier travel destinations.
Te California Travel and Tourism
Commission (CTTC) highlights many
of these industry achievements here in
Insights Year in Review.
Governor Signs AB 2592 Creating
$50 Million Budget
Last year, Governor Schwarzenegger signed
AB 2592 into law, allowing the tourism
industry to collect additional assessments
on passenger car rentals at airports
and lodging properties. In addition to
assessment collections from other industry
segments, this landmark legislation
allocated $50 million for FY 07/08 for
tourism marketing (up from $25 million
in FY 06/07). Tis dramatic increase in
resources will allow the CTTC to greatly
expand its marketing programs, directly
beneting tourism businesses.
Governors International Trade
and Tourism Mission
Te CTTC partnered with Governor
Schwarzenegger on two high-prole
international trade and tourism missions
this past year to promote California as a
premier travel destination to consumers
in Mexico and Canada. Te CTTC plans
Caroline Beteta
CTTC Executive Director
Deputy Secretary for Tourism
Business, Transportation and Housing Agency
Executive Directors Message
to once again leverage its partnership with
the Governors Oce on a mission to
India in early 2008, one of the worlds
fastest growing economies as well as
travel markets.
Brand Marketing
Millions of viewers watch the Academy
Awards for a glimpse of their favorite
Hollywood stars. Te CTTC launched
its national spring/summer 2007
advertising campaign during coverage of
the Oscars and continued it through June.
According to Strategic Marketing &
Research, Inc. (SMARI), such high-prole
advertising eorts have ranked Californias
commercials as having the best recall
among all tourism destinations in the
U.S. Unique advertising and original
marketing initiatives including media
relations, travel trade and cooperative
programs and an expanded Web site,
reinforce the California brand giving
consumers more reasons to visit.
CTTC Welcomes Secretary Dale Bonner
Te CTTC is pleased to welcome Dale
Bonner, who was appointed by the
Governor in January as the Secretary of
the Business, Transportation and Housing
Agency (BT&H) and CTTC Chair, to
the CTTCs statewide tourism industry
team. Secretary Bonner brings a wealth
of experience to the organization that will
be instrumental in assisting the industry
in its new endeavors. Te CTTC thanks
former Chair and BT&H Secretary Sunne
Wright McPeak, who left the administration
in November 2006, for her strong support
and many contributions.
Tourism Assessment Referendum
Assessed businesses will be asked this
November to renew the Tourism Marketing
Act and Assessment Program (a renewal
which is required by the industry every
six years) that funds the CTTC and its
marketing eorts. Recent gains in California
market share demonstrate the positive
impact that CTTC marketing programs
have on the states economy. With
additional funding in place, the CTTC
looks forward to continuing its work
with travel industry partners.
2
California Travel and Tourism Commission
Executive Directors Message
CALIFORNIA TRAVEL & TOURISM COMMISSION
Highlights of the Year
THE PROOF OF THE INDUSTRY-LED CTTCS SUCCESS IS IN
THE RESULTS. JUST LAST YEAR, CALIFORNIA MET ITS 2010
DOMESTIC MARKET SHARE GOALS AN ASTONISHING FIVE
YEARS AHEAD OF SCHEDULE AND MORE IMPORTANTLY,
FINALLY RETURNING THE STATE TO PRE-9/11 SHARE LEVELS.
CALIFORNIA DOMESTIC MARKET SHARE CLIMBED FROM
11.1 PERCENT TO 11.6 PERCENTTHE BIGGEST INCREASE IN
RECENT YEARS, WHICH TRANSLATES INTO $3.06 BILLION IN
ADDITIONAL TRAVEL SPENDING; 30,300 TRAVEL-RELATED
JOBS AND $115.7 MILLION IN ADDITIONAL STATE REVENUE.
CAROLINE BETETA
CTTC EXECUTIVE DIRECTOR
VISITCALIFORNIA.COM/YEARINREVIEW 1
Insights Year In Review 20062007
Unprecedented $50 Million
Allocated to Tourism Marketing
The CTTC developed a 5-Year Strategic Marketing
Plan to guide and support the CTTCs collaborative
and progressive global marketing initiatives based
on an unprecedented budget of $50 million.
History was made when Governor Schwarzenegger signed
AB 2592 into law in September 2006. This monumental
legislation allocated a record $50 million to the states tourism
budget. Funding levels of this magnitude will allow the CTTC
to signicantly expand its marketing programs, while engaging
deeply in critical research and long-term program planning for the
benet of Californias economic development far beyond 2013.
The budget increase is a result of an additional tourism assessment
program for the passenger car rental industry. In addition to
assessment collections from the accommodations, restaurants and
retail, and attractions and recreation segments, AB 2592 allocated
$25 million from the passenger car rental industry for FY 06/07
and $50 million for FY 07/08 for tourism marketing.
With $50 million, the CTTC will be able to signicantly
strengthen and expand current marketing and advertising efforts
in key existing domestic and international markets, and introduce
the California brand to long-haul domestic and international
markets. Increased funding will also allow the CTTC to reach out
to niche markets with volume/revenue potential, expand seasonal
coverage to drive year-round visitation, and invest in technology
programs such as Web sites, RSS feeds and e-newsletters to reach
global mass markets.
Advertising and technology, representing approximately
70 percent of the $50 million budget, are expected to have the
most inuence in driving CTTC programs. Advertising remains
the largest program expenditure, while investment in technology
and international programs increased over past years budgets.
CTTC GUIDING PRINCIPLES
Do what the industry cannot do for itselfthe CTTC
will provide a statewide marketing platform to promote
the California brand.
Leverage cooperative programs and focus on
international and new market developmentthe
CTTC will introduce the California brand to far-reaching
audiences and establish strategic alliances with trusted
in-market brands.
Evaluate programs return on investment (ROI) and
measures on major programsthe CTTC will track and
evaluate market penetration and program impact on
attracting leisure travelers.
Focus on out-of-state and international audiences
CTTC marketing programs will serve to attract new
consumers to California, while providing industry
partners with opportunities to reach new markets
that are otherwise cost-prohibitive.
Support assessed businessesthe CTTC will be a
resource to assessed tourism businesses by providing
marketing opportunities, a technology link to reach
mass consumers, and tourism research material vital
to the success of their operation.
Establish a technology link for all programsthe
CTTC will use technology and innovation to create
targeted, timely and cost-effective brand messages
for the industry, including assessed businesses,
travel trade, media and consumers.
Align with key California Convention and Visitor
Bureaus (CVBs)the CTTC will coordinate resources
based on high-impact programs and initiatives.
Budget 2
California Travel and Tourism Commission
Unprecedented $50 Million
Allocated to Tourism Marketing
FIVE CORE STRATEGIES DRIVE THE STRATEGIC MARKETING PLAN:
TOTAL BUDGET BY DISCIPLINE CONTRIBUTIONS BY INDUSTRY SEGMENT
1.
Protect and
maintain volume
in domestic
primary markets.
2.
Reach new
visitors in
national
opportunity
markets.
3.
Expand
marketing
and seasonal
coverage to
drive year-
round visitation.
4.
Deepen efforts
in primary
international
markets.
5.
Develop technology
platform to extend
reach and impact.
STRATEGIC RESULTS IN DOMESTIC AND INTERNATIONAL
MARKETS WILL BE ACHIEVED THROUGH ANNUAL WORK PLANS
THAT OUTLINE SPECIFIC PROGRAMS FOR BRAND ADVERTISING,
COOPERATIVE PROMOTIONS, TECHNOLOGY, PUBLICATIONS,
COMMUNICATIONS, TRAVEL TRADE, RESEARCH, RURAL TOURISM
AND CALIFORNIA WELCOME CENTERS.
79%
60%
8%
6%
5%
4%
4%
2%
1%
<1%
12%
2%
3%
BRAND ADVERTISING
OPERATIONS
CO-OP/PROMOTIONS
TECHNOLOGY
COMMUNICATIONS
PUBLICATIONS AND FULFILLMENT
TRAVEL TRADE
RESEARCH
MARKETING RESERVE
CALIFORNIA WELCOME CENTERS
PASSENGER CAR RENTAL
ACCOMMODATIONS
RESTAURANTS AND RETAIL
TRANSPORTATION AND TRAVEL SERVICES
ATTRACTIONS AND RECREATION
3%
13%
VISITCALIFORNIA.COM/YEARINREVIEW 3
Insights Year In Review 20062007
MEXICO TRADE AND TOURISM MISSION
The missions signature event in Mexico City featured an
exclusive premiere of the IMAX flm, Adventures In Wild
California, which had yet to be released in the Mexico
City market, and a California food and wine lifestyle
reception. The California Tourism delegation consisted
of the Anaheim/Orange County Visitor & Convention
Bureau; California Ski Industry Association; CityPass,
Inc.; Walt Disney Parks and Resorts; Handlery Union
Square Hotel; Kautz Ironstone Vineyards; LA INC., The
Convention and Visitors Bureau; SeaWorld San Diego
and Universal Studios Hollywood.
California Tourism joined Governor Schwarzenegger,
frst lady Maria Shriver, and delegates representing
Californias agriculture, tourism and business communities
on a Trade and Tourism Mission to Mexico in November
2006. Mexico is Californias top international tourism
market with more than double the total volume of travel
from Europe and Asia combined.
During the mission, the Governor announced the
establishment of a California Tourism trade and public
relations offce in Mexico City. The CTTC announced
in June that FACTO Publicidad in Mexico City will
supplement the CTTCs marketing, travel trade and
public relations endeavors that target the Mexican
travel industry.
GOVERNOR LEADS TOURISM MISSIONS TO TOP INTERNATIONAL MARKETS
Trade Missions 4
California is the greatest travel destination in
the world and I love selling our state to potential
tourists across the globe. Ive organized trade
missions to promote California tourism in Japan,
China, Mexico and Canada. I will continue
promoting tourism for as long as I am Governor.
Te CTTC is a critical part of every trade mission
and all the work Im doing to encourage tourism.
ARNOLD SCHWARzENEGGER
GOVERNOR
CANADA TRADE AND TOURISM MISSION
In May 2007, Governor Schwarzenegger led a delegation
to Canada to promote California as a top business and
travel destination. Members of the Cabinet; California
Business, Transportation and Housing Agency (BT&H)
Secretary and CTTC Chair Dale Bonner; the CTTC;
agriculture and environmental business leaders and
representatives from Californias top travel destinations
participated in this important event.
The CTTC organized the missions California Wine
Tasting Experience receptions preceding the Governors
signature events that took place in Toronto and Vancouver.
Canada sends more visitors to California than any other
country except Mexico. According to Statistics Canada,
approximately 1,007,900 Canadian visitors traveled to
and through California in 2005, contributing $710 million
to the state economy in travel-related spending.
Tourism delegates who participated in the Canada Trade
and Tourism Mission included: CityPass, Inc.; Handlery
Union Square Hotel; Palm Springs Desert Resort
Communities Convention and Visitors Authority;
Redding Convention & Visitors Bureau and Shasta
Cascade Wonderland Association; Santa Barbara
Conference & Visitors Bureau and Film Commission;
SeaWorld San Diego and Universal Studios Hollywood.
GOVERNOR LEADS TOURISM MISSIONS TO TOP INTERNATIONAL MARKETS
VISITCALIFORNIA.COM/YEARINREVIEW 5
CALIFORNIA MARKET SHARE
Climbing Back
to Pre-9/11 Levels
NOTE: DOMESTIC VISITOR VOLUMES FROM D.K.
SHIFFLET & ASSOCIATES ARE IN TERMS OF
PERSON-STAYS, DEFINED AS THE NUMBER OF
INDIVIDUAL TRAVELERS. MARKET SHARE
REFERS TO CALIFORNIA PERSON-STAYS AS A
PERCENT OF U.S. PERSON-STAYS.
SOURCE: D.K. SHIFFLET & ASSOCIATES LTD.,
JULY 2007; U.S. OFFICE OF TRAVEL AND
TOURISM INDUSTRIES; CIC RESEARCH, INC.;
CALIFORNIA TOURISM RESEARCH.
1 IN 5
One out of every fve overseas
visitors to the U.S. traveled to
California in 2006.
+5.1%
Total leisure visitor volume to California
increased 5 percent thanks in part to a
7.7 percent growth in in-state travel by
California residents, offsetting declines
in leisure travel from out-of-state.

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COMMISSIONER
RICK LAWRANCE
PRESIDENT AND CEO,
CALIFORNIA LODGING
INDUSTRY ASSOCIATION
THE INVESTMENT PAYS OFF
Market Share 6
California Travel and Tourism Commission
CALIFORNIA MARKET SHARE
Climbing Back
to Pre-9/11 Levels
$3.06 BILLION
California gained domestic market share of
the U.S. travel market, moving from 11.1 percent
in 2005 to 11.5 percent in 2006. For California,
this means:
$3.06 billion in additional travel spending
30,300 travel-related jobs
$115.7 million in additional state revenue
11.3%
Leisure market share increased from
10.9 percent in 2005 to 11.3 percent in 2006.
+6.9%
Combined leisure and business travel by
California residents grew 6.9 percent in 2006,
while out-of-state travelers fell by 4 percent. The
decline was expected as higher gas prices and
fewer air bargains discourage long-haul travel in
favor of short stays and trips closer to home.
4.6
MILLION
An estimated 4.6 million
overseas visitors traveled to
and through California in
2006, a slight decline from
4.8 million in 2005.
+14.2 MILLION
Approximately 14.2 million
international travelers visited
California in 2006.
VISITCALIFORNIA.COM/YEARINREVIEW 7
Insights Year In Review 20062007
Advertising Programs
Reinforce the California Brand
California Brand Strategy
Reconfrmed and Refned
The CTTC conducted a comprehensive
qualitative research study with Smith &
Company and MeringCarson advertising
agency to refne Californias brand strategy.
The study marked the frst time since 1997
that qualitative research of this scale had
been conducted.
The study was divided into two phases.
In Phase I, 245 impromptu interviews were
conducted with leisure travelers during
their California vacation. In Phase II,
12 consumer focus groups comprising
past and prospective visitors were conducted
in Seattle, New York, Atlanta, Dallas and
Chicago. Focus group exercises uncovered
emotional connections to California.
The studys overall results confrmed that the
unique California lifestyle is more relevant
than ever, driving strong interest to visit
California. Results also revealed that
consumers believe that California has the
most diversity and the best of what life
has to offer.
California Snow Campaign
Californias world-class ski resorts and winter
destinations joined together for the second
year to promote California to the destination-
skier market. Here are some highlights:
A 30-second commercial featuring
Governor Schwarzenegger and
professional skiers and snowboarders aired
in November and December in Houston,
Dallas, Chicago and Atlanta.
The $1.45 million California Snow campaign
also included print advertising, media
relations, co-branding partnerships with
Southwest Airlines and Warren Miller
Entertainment, banner ads, search engine
optimization and promotional giveaways
on visitcaliforniasnow.com.
California Snow infuenced winter travel
to California, resulting in $1.5 billion in
economic impact, or $1,078 for every
$1 spent on advertising.
Free Cali Beanies were offered
as an incentive to drive traffc to
visitcaliforniasnow.com. The promotion
generated more than 17,000 click-throughs
in just three days.
California Gets a New Look
The CTTC unveiled a new logo concurrent
with the launch of the new Web site. Both
were designed to better refect the California
brand character. Qualitative research
revealed that consumers responded very
favorably to the new look. In support of the
new Web site, the CTTCs commitment to
interactive media has increased signifcantly
using search engine marketing (SEM) to drive
traffc, and online promotional programs and
banners to encourage database sign-ups.
Spring 2006 Ad Campaign Results
The CTTCs spring/summer 2006 advertising
campaign generated $1.96 billion in
incremental travel spending, $127 million in
tax revenues, and a return on investment of
$29 to $1, according to Strategic Marketing
Research, Inc. (SMARI). The $4.4 million
campaign was anchored by a 30-second
TV commercial that featured Hollywood
celebrities Clint Eastwood and Teri Hatcher,
as well as Misty May and Tony Hawk.
Fall 2006 Travel Planner Insert
The CTTC produced a four-color California
travel planner cooperative that was inserted
in Travel + Leisure (Nov. 2006), National
Geographic Traveler (Nov./Dec. 2006) and
Food & Wine (Dec. 2006) magazines, and
mailed direct to 15,000 American Express
cardholders. Total print distribution for the
cooperative was 765,000.
You go to
California to
be whatever
you want
to be.
PROSPECTIVE VISITOR
FROM DALLAS
Brand Advertising 8
California Travel and Tourism Commission
Commission Meetings and Highlights
FAST LANE TV SPOT MAKES RED CARPET
DEBUT AT ACADEMY AWARDS

Californias spring/summer $10 million

television advertising campaign debuted
during the 79th Annual Academy Awards in
February, leveraging the excitement and star
power associated with the Oscars in CTTC
primary markets.
The campaigns 30-second commercial, titled
Fast Lane, aired in Seattle, Portland, Salt
Lake City and Denver in coverage prior to,
during and after the Oscars. The spot
features California celebrities including
Governor Schwarzenegger and frst lady
Maria Shriver, Clint Eastwood, Teri Hatcher,
Jeff Gordon, Wolfgang Puck, Misty May and
Tony Hawk.
The campaign continued through June with
high-impact placements during top-rated
programming such as American Idol,
Survivor: Fiji, and Desperate Housewives,
and on national cable networks including
TBS, USA, TNT, Bravo, F/X and Comedy
Central. The commercial also aired during
prime time on Canadian networks in
Calgary, Edmonton and Vancouver/Victoria.
A partnership with Southwest Airlines
further endorsed air travel from key
national markets to California. Fast Lane
was modifed to include a Southwest
Airlines tagline that featured promotional
airfares to California from Atlanta, Chicago,
Dallas, Houston, San Antonio, Phoenix and
St. Louis. This valuable relationship
leveraged media dollars to increase ad
frequency while infuencing traveler behavior.
The annual advertising effectiveness study
to measure California brand awareness, ad
recall and destination preferences in primary
domestic markets, other western and
national markets, and targeted Canadian
markets was conducted in July. Initial survey
results expected in fall 2007 will show how
potential travelers responded to the ads and
how well the campaign performed against
competing destinations. A second round
of surveys in November will determine the
return on investment from increased
visitation as a result of the campaign.
We live in the fast lane.
NASCAR PRO JEFF GORDON
CALIFORNIA SPEEDWAY
Welcome to California.
GOVERNOR SCHWARzENEGGER
APPEARING WITH FIRST LADY MARIA SHRIVER
VISITCALIFORNIA.COM/YEARINREVIEW 9
Insights Year In Review 20062007
California Tourism Leaders Meet with
Members of Congress in Washington, D.C.
California tourism leaders and congressional
members met in Washington, D.C. in
September 2006 to toast the Golden States
travel and tourism industry and its positive
impact on the national economy. Tourism
contributes $1.3 billion to the U.S. economy.
As part of the Travel Industry Associations
(TIA) inaugural Travel Leadership Summit,
Jay Rasulo, TIA national chair and chairman
of Walt Disney Parks and Resorts, joined the
CTTC and the California Restaurant
Association to host a Taste of California
reception highlighting the states major role
in the countrys tourism landscape. Twenty-
ve members of the California congressional
delegation, and over 65 tourism leaders,
legislative staffers, destination representatives
and restaurateurs attended.
The Travel Leadership Summit was designed
to build a strong identity and unied voice
for the travel industry in order to achieve
favorable policy and legislative outcomes at
the federal level.
1 Nancy Pelosi, Speaker of the House;
Caroline Beteta, CTTC
2 Brad Burlingame, West Hollywood
Marketing and Convention Bureau;
Steve Hammond, Sacramento
Convention & Visitors Bureau;
Congresswoman Maxine Waters;
Rick Lawrance, California Lodging
Industry Association
1 3 2
4 5 6
3 Jay Rasulo, Walt Disney Parks and Resorts;
Congresswoman Lois Capps
4 Caroline Beteta, CTTC; Jay Rasulo,
Walt Disney Parks and Resorts; Antonio
Villaraigosa, Mayor, City of Los Angeles
5 Congressman Dan Lungren;
Congressman George Radanovich
6 Bob Roberts, California Ski Industry
Association; Caroline Beteta, CTTC;
Congressman Sam Farr, Co-Chair
Congressional Travel and Tourism
Caucus; Terry Westrope, Ocean
Park Hotels, Inc.
Tourism Leaders in D.C. 10
California Travel and Tourism Commission
The second annual AMGEN Tour of California professional cycling race of 144 elite
cyclists from around the world followed an intense 700-mile, eight-day course in
February. As a founding partner of the tour, the CTTC received international television
commercial exposure on the VERSUS network, promotional signage along the course
and the opportunity to present winning cyclists with the coveted King of the Mountain
jersey. The CTTC also hosted an informational booth at each nish citys AMGEN
Tour of California Lifestyle Festival. The AMGEN Tour generated over one billion
media impressions worldwide through television, print, radio and Internet coverage.
VERSUS aired 14 hours of race coverage, and the ofcial race Web site generated
700,000 unique visitors. A record 1.6 million cycling fans lined the course making this
event the most attended cycling race in the country. Discovery Channel Pro Cycling
Team member and California resident Levi Leipheimer was crowned the overall winner
of the race, making him the second consecutive Californian to take home the Yellow
Jersey. The Tour spanned 12 cities from San Francisco to Long Beach.
World-class Cycling Race
Showcases California
1.6
12
CITIES
700
MILES
MILLION
SPECTATORS
OVER 1 BILLION
MEDIA IMPRESSIONS
1
4
P
3
2
6
7
5
Santa Rosa
Sacramento
Stockton
Seaside
San Luis Obispo
Solvang
Santa Barbara
Santa Clarita
Long Beach
San Francisco
Sausalito
San Jose
Partnership Marketing
Promotes Industry Partners
California Rewards Program
The multi-media California Rewards Program
rewarded consumers with real dollar savings
at over 600 tourism businesses. California
Rewards cards were distributed through
250,000 LunchBoxers sold at Super
WalMarts, and nearly two million were
distributed by retail, restaurant and attraction
partners including Albertsons, Applebees,
Longs Drugs and Monterey Bay Aquarium.
California Rewards were promoted in Longs
Drugs circulars, inserts in Travel + Leisure,
Food & Wine, Good Housekeeping and
National Geographic Traveler magazines, and
in TIAs offcial U.S. visitors guide Discover
America. California Rewards reached an
estimated 6.2 million consumers.
California Treasure Hunt Sweepstakes
Launched in May 2007, the new California
Treasure Hunt Sweepstakes program is
designed to increase visitation to California
while awarding travelers with various prizes
and reward dollars for savings at California
hotels and attractions such as LEGOLAND
California, Monterey Bay Aquarium, San
Diego Zoo, San Diego Zoos Wild Animal
Park, SeaWorld Adventure Park,
Disneyland Resort, Universal Studios
Hollywood, the Skunk Train in Fort Bragg,
Carmel Plaza in Carmel, PIER 39 in San
Francisco and the Palm Springs Aerial
Tramway. A California Treasure Hunt insert
was included in one million California Drives
2007 guides.
California Fun Spots
California Fun Spots, the CTTCs longest-
running cooperative marketing program,
was signifcantly expanded in FY 06/07 to
include a corporate sponsor, Best Western
Hotels, and 49 attractions, up from six.
A California-branded Fun Spots search
engine marketing campaign was developed
and an insert was distributed through Good
Housekeeping magazine.
Shop California
The Shop California partnership with Shop
America Alliance was expanded this year
from the HATS (history, arts, tours and
shopping) and BAGS (botanical arts, gardens
and shopping) Collection vacation packages
to include a new EATS (epicurean arts, tours
and shopping) package. The collection of
more than 30 vacation packages, priced
from $40 to $400, showcases the best
of cultural experiences combined with
VIP shopping and dining offers in each of
Californias 12 tourism regions. Packages are
sold at shopcalifornia.org, visitcalifornia.com,
shopamericatours.com and through leading
tour operators and travel agents worldwide.
Partners include the Beverly Center,
Westfeld Shoppingtown MainPlace, Cabazon
Outlets, Macys San Francisco and Westfeld
Century City.
California Wine Country Rewards Program
The CTTC and the Wine Institute joined
together to cross-promote member hotels
and wineries. Hotels participated for free
by giving California Wine Country Rewards
cards to their guests. The cards were worth
$25 in savings at participating wineries
(each winery provided their own offer) or
guests went online to select an offer. The
program offered a great value-added beneft
to hotel guests.
Rural Tourism
California Tourism increased the marketing
initiatives and hired a dedicated rural
tourism manager to help brand the states
eight rural tourism regions under the CTTC
Rural Regional Cooperative Partnership
Agreement. Rural efforts are anchored with
the CTTCs overall brand advertising and
marketing strategies to help develop
awareness in untapped markets.
Cooperative Promotions and Industry Partnerships
Mary Ann McAlea, Folsom Tourism Bureau;
Joe Gagliardi, Folsom Chamber of
Commerce; Susan Wilcox, CTTC
12
California Travel and Tourism Commission
Partnership Marketing
Promotes Industry Partners
Economic Development Through
Cultural & Heritage Tourism
In collaboration with the California Cultural
and Heritage Tourism Council, the CTTC held
a series of regional cultural and heritage
tourism and economic development forums
that attracted over 1,500 stakeholders and
elected offcials. These forums emphasized
the important roles that cultural and heritage
assets play in generating tourism revenue in
rural communities and preserving Californias
unique lifestyle.
CaliforniaThe Soundtrack
The CTTCs music CD compilation of eight
songs about California, titled California
The Soundtrack, was designed to remind
consumers of Californias special place in our
hearts and culture through iconic songs by
artists such as the Beach Boys and The
Mamas and The Papas. Best Western Hotels
joined the CTTC as a distributor partner for
the CD.
CTTC Marketing Programs Matrix
A comprehensive list of CTTC marketing
programs open to industry participation is
now available online at visitcalifornia.com.
The list is updated regularly and features
advertising, cooperative marketing, media
relations, publications, travel trade,
international outreach and Web site
development opportunities. Contact
information, deadlines
and fees for each
program are included
in the matrix. The
CTTC programs
are designed to
supplement
industry partners
marketing efforts.
CALIFORNIA TOURISM
MARKETING EXCELLENCE AWARDS
Best Overall Marketing CampaignDestination
Laguna Beach Visitors Bureau
Best Overall Marketing CampaignAttractions and Recreation
SeaWorld San Diego
Best Overall Marketing CampaignRestaurants and Retail
San Diego Convention & Visitors Bureau
Best Print Piece
San Diego Unifed Port District
Best E-commerce
Northstar-at-Tahoe Resort
Best Radio Advertisement
LEGOLAND California
Best Television Advertisement
SeaWorld San Diego
Best Public Relations Campaign
Knotts Berry Farm Theme Park
Best Visitors Guide or Brochure
Palm Springs Bureau of Tourism
Best of Show
SeaWorld San Diego
CALIFORNIA TOURISM ORGANIzATIONS WERE HONORED IN MARCH
AT THE CALIFORNIA CONFERENCE ON TOURISM FOR OUTSTANDING
MARKETING, ADVERTISING AND PUBLIC RELATIONS CAMPAIGNS.
THE 13TH ANNUAL CALIFORNIA TOURISM MARKETING EXCELLENCE
AWARDS WERE PRESENTED TO:
VISITCALIFORNIA.COM/YEARINREVIEW 13
Insights Year In Review 20062007
CTTC Communications Program
Keeps California Top-of-mind
News Releases & Whats New in California
Approximately 25 news releases and media
advisories were distributed to media
featuring various California themes, CTTC
programs, publications, promotions and
research fndings. Nearly 3,000 national and
international media received Whats New in
California, a quarterly publication highlighting
new developments in California tourism.
CD Press Kit
An updated press kit was developed for
distribution at domestic and international
media and trade events, and to media upon
request. A new image CD to complement
the press kit CD was specially created for
distribution at International Pow Wow in May.
CTTC Insights Online
In September 2006, the CTTC revamped its
biannual printed Insights publication into a
monthly e-mail newsletter, Insights Online.
This timelier electronic version that is
distributed to approximately 4,500 e-mail
addresses allows the CTTC to regularly
share current and breaking news and inform
assessed businesses and industry partners
on cooperative program opportunities.
Winter Kick-off Media Mailing
The CTTC mailed a promotional package
to approximately 125 key domestic media
and 75 international contacts. The January
2007 mailing included a letter introducing
the CTTCs new logo and Web site,
a redesigned press kit CD, and a
TSA-compliant travel pack of luxury
toiletriesjust the right amount to tuck
in a carry-on bag for a California visit.
Media Relations Results
The CTTC continued to create newsworthy
events and materials for the media in
domestic and overseas markets. The CTTC
generated $8.1 million worth of domestic
coverage for California and over $84 million
worth of international media coverage.
(Source: PRtrak)
CTTC Insights Year in Review
Distributed to over 8,000 California
tourism-related businesses, CTTCs Insights
Year in Review recaps marketing activities,
advertising programs and other CTTC
programs that took place during the
previous fscal year.
Selling the California Story
In addition to large-scale media events, the
CTTC made individual sales calls to editors
and reporters, and provided travel assistance
to more than 200 journalists for the purpose
of story development in print, broadcast and
electronic outlets.
Communications 14
California Travel and Tourism Commission
MEDIA OUTREACH IN LONDON AND DUBLIN
The CTTC and a delegation of California public relations partners
traveled to London and Dublin in June 2007 to meet with media
representatives. More than 45 journalists attended private luncheons
in both cities to learn about California. This was the frst time the CTTC
hosted dedicated media events in each market. The following outlets
were among the attendees: Conde Nast Traveler, Golf & Travel, No
Frontiers Ireland, The Independent, Irish Independent on Sunday,
Luxury Publishing and GMTV. California delegates included: West
Hollywood Marketing & Visitors Bureau, San Diego Convention &
Visitors Bureau, Palm Springs Desert Resort Communities Convention
and Visitors Authority, San Francisco Convention & Visitors Bureau
and Sacramento Convention & Visitors Bureau.
NEW YORK MEDIA RECEPTION
The CTTCs annual New York Media Reception,
held in February 2007, attracted 93 media and
54 delegates representing attractions, destinations
and hospitality industries from throughout
California. Media were invited to Crash the Party
for an evening of California attitude, food and wine.
Among the media attendees were: Travel + Leisure,
Working Mother, Budget Travel, Diversion, Modern
Bride, Successful Meetings, Washingtonian, The
Financial Post, Leisureways, The Globe and Mail
and Meetings & Incentive Travel.
SAN FRANCISCO MEDIA RECEPTION
The AAA Club Level at AT&T Park was the setting for
the successful San Francisco Media Reception held in
October 2007. The event attracted 85 media and a
record 74 delegates representing 60 California tourism
companies. Media who attended the event represented
such outlets as Sunset magazine, Travel + Leisure, VIA,
Diablo, Marin Magazine, San Jose Mercury News, San
Francisco Chronicle, Sacramento Bee and KGO radio.
MIAMI MEDIA LUNCHEON
In April, the CTTC hosted a private
luncheon in Miami to acquaint Miamis
top media with Californias diverse travel
opportunities. Among attendees were:
Atmosphere magazine, South Florida
Sun-Sentinel, Diario Las Americas, Gerencia
de Viajes, Recommend Magazine and Travel
Advance. Sales calls were also conducted
with The Miami Herald, South Florida
Sun-Sentinel and Univisions Despierta
America. This was the frst time the CTTC
made dedicated media sales calls in the
Miami market. Story lines pertaining to
California food/wine, culture and skiing
were especially well received.
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New & Improved California
Tourism Web Site
In December 2006, the CTTC redesigned the
visitcalifornia.com Web site to capture more
viewers, encourage longer vacations and offer the
convenience of direct bookings. The improved Web
site captures the California attitude and brand,
and features expanded versions of 12 Regions of
California, Things to Do and Getting Around.
Future upgrades will include drive routes and time,
foreign language versions and weather information.
The 12 Regions of California section offers
downloadable travel itineraries, must-sees and
information on special events. Tourist attractions
and Inside Scoops, or recommendations from
locals on how to experience the true California
lifestyle, are featured in Things to Do. In Getting
Around, users can download regional and state
maps, and fnd information on rental cars and
public transportation.
SETTING LOFTY GOALS AND EXCEEDING THEM HAS
BECOME ROUTINE FOR THE CTTC. THE CTTC IS
CURRENTLY EXPANDING ITS WEB PRESENCE AND
COOPERATIVE MARKETING PROGRAMS TO FURTHER
HELP IT INCREASE CALIFORNIA TOURISM.
NEW VISITCALIFORNIA.COM LINKS MORE USERS TO GOLDEN STATE
20 PERCENT OF VISITCALIFORNIA.COM VISITORS SPEND UP TO 10 MINUTES
BROWSING THE CTTCS REDESIGNED WEB SITE, COMPARED TO JUST
10 PERCENT ON THE PREVIOUS WEB SITE.
VISITCALIFORNIA.COM RECEIVED OVER 32,000 VISITS IN JUST TWO DAYS AS
THE RESULT OF AN E-MAIL THAT ANNOUNCED CALIFORNIA TOURISMS FREE
CalIfORNIa OffICIal 2007 VIsItORs GuIde aNd tRaVel PlaNNeR.
TOP INTERNATIONAL VISITS TO DOMESTIC
VISITCALIFORNIA.COM IN FY 06/07
Canada 58,850
U.K. 39,727
Italy 20,365
Germany 18,313
Australia 17,301
Japan 15,704
COMMISSIONER
LOUIS MEUNIER
EXECUTIVE VICE
PRESIDENT, MACYS
16
California Travel and Tourism Commission
Niche Guides Explore
Californias Diversity
California Offcial 2007 Visitors Guide
and travel Planner (CVG)
The completely redesigned CVG is better
than ever. The CTTC partnered with Sunset
Publications to produce the guide that
includes 47 new maps, regional tour drive
guides, editorial content, lists of attractions
and easy-to-read lodging and recreation
vehicle park charts. The free 220-page
visitors guide is divided into two parts titled
Inspiration and Action. The Inspiration
section lists attractions and cultural and
recreational activities. The Action section
is all about planning a California trip, with
a detailed look at each of the states
12 tourism regions.
Visitors Guide Sold on Newsstands
The CTTC partnered with Sunset magazine
to produce a newsstand version of the
California Offcial 2007 Visitors Guide and
Travel Planner. The special edition featured
maps, editorial content and information on
accommodations and special events. It was
sold in key domestic markets including
Arizona, Nevada, Oregon and Washington.
California drives 2007
The improved, 32-page California Drives
2007 guide features detailed maps leading
to California Welcome Centers, rustic towns,
cool mountains, country roads, family
attractions, beaches, cultural heritage sites
and mining camps. Each of the drives in
California Drives 2007 can be broken into
day and weekend outings. The guide is
distributed through Sunset magazine,
California State Parks, California Welcome
Centers, various in-state visitor centers,
and domestic and international trade and
media events. The online version allows
visitors to bookmark pages, make notes
and print specifc trips of interest. The
guide is free and can be viewed online or
downloaded at bestofcaliforniadrives.com
or visitcalifornia.com.
California Offcial State Map 2007
The CTTC produced 1.25 million copies of
the full-color California Offcial State Map
2007. The maps were inserted into the
California Offcial 2007 Visitors Guide and
Travel Planner, and are distributed at trade
shows, California Welcome Centers and
through Best Western Hotels. The map
highlights California Fun Spots and other
points of interest.
Digital Version of California Offcial 2007
Visitors Guide and travel Planner (CVG)
The CTTC continues to use technology to
make travel planning easy. The digital version
of the CVG, found at visitcalifornia.com,
allows users to save a copy of the document
and view it in offine mode, add personal
notes, send a copy with notes, bookmark
pages and click to industry partners Web
sites. The site also allows the CTTC to track
user behavior.
Apresents
SPRING GETAWAYS
Sunny Beaches | Backroad Drives
Fun for Kids | Wine Country
PLAN YOUR NEXT TRIP
Resorts | Hotels | Camping
Casinos | Theme Parks
47
NEW MAPS +
DRIVE GUIDES
2007 Ofcial State Visitors Guide and Travel Planner
FREE PULL-OUT MAP | ROMANTIC WEEKENDS
VisitCalifornia.com
California Drives 2007 has a circulation of over one million, with
500,000 inserted into Sunset magazines July 2007 edition for
subscribers in California and neighboring drive-market states.
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VISITCALIFORNIA.COM/YEARINREVIEW 17
Insights Year In Review 20062007
Travel Trade Alliances
Strengthen California Brand
International Market Visitor Guides
The CTTC produced an abridged version of
the California Offcial 2007 Visitors Guide
and Travel Planner for distribution throughout
the U.K., Germany, Japan and Mexico.
Distribution channels included magazines
and travel shows to reach over 300,000
consumers and travel trade professionals.
In the U.K., the guide was distributed with
Essentially America, a U.S.-focused travel
magazine. In Germany, 50,000 guides were
distributed to Focus magazine subscribers.
Focus magazine is the German equivalent
of Time magazine. Japan and Mexico each
received 10,000 language-specifc copies for
general distribution. The Japanese version
was also used as a fulfllment piece for a
Japanese Department of Commerce Web
site promotion.
EXPO Vacaciones
The CTTC and nine California partners
traveled to Mexico in February 2007 to
attend Expo Vacaciones, the signature travel
trade show in Mexico organized by Visit USA.
The event included a seminar for travel
agents on the Shop California program,
a trade show and one-on-one prescheduled
appointments with tour operators, meeting
planners, incentive companies and
other travel trade. The CTTC conducted
approximately 15 appointments, generating
leads for the California tourism industry.
The CTTC also hosted a closing reception
for approximately 25 travel trade and
media representatives.
National Tour Association (NTA)
Over 3,000 people, including tour operators,
DMOs and suppliers, attended the NTA group
tour operator show held in November 2006
in Salt Lake City. California had the largest
delegation in attendance with over 150
representatives. The CTTC co-sponsored a
premier reception that featured esteemed
California wines and cheese from Hilmar
Cheese Company. The CTTCs partners at
NTA included: San Francisco Convention
& Visitors Bureau, Sacramento Convention &
Visitors Bureau, Monterey County Convention
& Visitors Bureau, Calaveras Visitors Bureau
and Shop California. The CTTC conducted
approximately 40 one-on-one prescheduled
meetings, generating leads for the California
travel industry.
World Travel Market (WTM)
The CTTC and 14 California partners
participated in WTM, the worlds largest
English speaking travel exhibition, in London
in November 2006. Each year, the CTTC
and its partners host the popular VIP
Tour Operator and Media Film Premiere
event. Guests were treated to the premiere
screening of Stranger Than Fiction starring
Will Ferrell and Dustin Hoffman at the
Vue Cinema in Londons Leicester Square.
Over 100 key tour operators and media
including Virgin Holidays, Travel Channel
and United Vacations attended this annual
pre-WTM event.
ITB
The CTTC and 11 California tourism
businesses showcased the Golden States
newest travel products at the annual ITB
exhibition in March. The fve-day event in
Berlin, which set record attendance this year
by 15 percent, is the worlds largest travel
trade, media and consumer show. Over
100,000 trade visitors attended ITB.
TIA International Pow Wow
California took center stage in May
when approximately 1,500 domestic and
international wholesale buyers from more
than 70 countries visited Anaheim for TIAs
International Pow Wow. As the host state
for International Pow Wow, California had
the unique opportunity to showcase its
diversity. In addition to conducting nearly
150 prescheduled appointments with buyers,
the CTTC hosted a U.K./Ireland welcome
reception, met with over 100 journalists
and organized six post-event familiarization
tours for 105 trade buyers and media
representatives. Pow Wow is the travel
industrys premier international marketplace
and the largest generator of Visit USA travel.
Travel Trade

18
California Travel and Tourism Commission
SeeAmerica Australia/New zealand
The CTTC and over 15 California companies
participated in SeeAmerica expos for travel
agents in Auckland, Brisbane, Sydney,
Melbourne and Perth in February 2007.
Each California partner had a table top
exhibition space and delivered a short
presentation centered around this years
theme, Shopping USA. The CTTC also
sponsored a luncheon that was attended by
key media and country offcials. Media who
attended the luncheon included Vacations
& Travel magazine, Luxury Travel Magazine,
and The Great Outdoors television show.
Mark International
The CTTC and Mark International executed
a marketing campaign that ran from October
2006 through February 2007 with targeted
sales efforts in Anaheim, San Diego, San
Francisco and Los Angeles. The program
included e-mail blasts, Web site banners
and in-country sales calls. Sales of California
products increased by 25 percent overall to
the four destinations. The biggest increase
was seen from the Mexican market.
California Tourism Information
CenterScandinavia
Scandinavia is quickly earning its place
among Californias infuential international
markets thanks to new non-stop air service
to San Francisco International Airport. The
Nordic Region ranked as the 5th largest
market for visitor arrivals to North America
in 2006. The California Tourism Information
CenterScandinavia program gives California
travel industry partners such as the San
Francisco Convention & Visitors Bureau the
opportunity to distribute collateral material
throughout Denmark, Norway, Finland,
Sweden and Iceland.
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KEY OPERATORS
World Travel Market, London.
Left to right: Lynn Carpenter-
Schumann, CTTC; Robert Holmes
Tuttle, Ambassador to the Court of
St. Jamess; Jennifer Jasper, CTTC.
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VISITCALIFORNIA.COM/YEARINREVIEW 19
Insights Year In Review 20062007
Record $84 Million in Press
Coverage Generated Overseas
U.K. and Ireland
Black Diamond was awarded the CTTC
contract in August 2006 to provide travel
trade and public relations representation in
the U.K. and Ireland. The agency promoted
California at Holiday World Ireland, a trade
and consumer show that attracted 3,900
trade attendees and over 51,000 consumers.
Black Diamond promoted Californias wine
regions at the Wine Institutes Annual
Tasting, and helped coordinate the VIP Tour
Operator Media Film Premiere event held
in conjunction with World Travel Market.
The agency organized Tour of California
familiarization trips and participated in
TTG Travel Agent Roadshows, which hosted
150 travel agents and 10 suppliers per night.
Black Diamond felded 214 media inquiries
and generated a publicity value of $11 million.
Germany
Marketing Services International (MSI)
offered sales staff training at DERTour,
Canusa and Visit USA trade events. The
agency also represented California at ITB in
Berlin, and participated in a joint promotion
with 500 travel agencies that featured
California wine tastings and tour packages.
Consumers were targeted with an X-Men 3
DVD in-store and magazine promotion that
included a raffe for a trip to San Francisco.
MSI serviced 445 media inquiries and
generated $16 million worth of media
coverage.
Japan
Marketing Garden held a trade show
and media marketplace in Hong Kong,
Shanghai, Beijing and Taipei to promote
California travel. The agency also facilitated
promotional efforts at JATA in September
2006, and organized a trade seminar with
the San Francisco Convention & Visitors
Bureau and United Airlines in Tokyo, Osaka
and Nagoya that attracted 149 travel trade
representatives. The California message
reached consumers in a promotional
campaign with Mitsukoshi department
store. The offce felded 643 media inquiries
that resulted in $54 million worth of
coverage.
Australia/New zealand
Gate 7, a seasoned marketing/PR frm in
Australia, was named the agency of record
in January 2006 to handle the CTTC's
travel trade and public relations efforts
in Australia and New Zealand. Gate 7
led three travel agent familiarization trips
to showcase non-urban experiences to
counter Californias urban image. Gate 7
participated in See America Week and
trained over 1,500 travel agents in Australia
and New Zealand on California travel
products. The offce fulflled 206 media
inquiries and generated a value of
approximately $2.7 million in media
coverage.
FACTO Publicidad Helps CTTC in Mexico
The CTTC announced in June that FACTO
Publicidad in Mexico City will supplement
the CTTCs marketing, travel trade and
public relations endeavors that target the
Mexican travel industry. Mexico is Californias
top international market. An estimated
8.6 million Mexican visitors traveled to
California in 2005.
Reaching Canadian Consumers
Based on data supporting growth in travel
volume from Canada to California over
the past fve years, the CTTC launched
an $800,000 brand advertising campaign
in Western Canada as an extension of the
CTTCs domestic ad strategy. The Lucky
Day commercial aired on major Canadian
networks in Calgary, Edmonton and
Vancouver/Victoria over the course of
nine weeks. Canadas limited supply
of commercial minutes available, just
12 minutes per hour, provided an uncluttered
opportunity to deliver Californias message.
International Summit
The CTTC held its inaugural International
Summit in February with representatives
from its offces in the U.K., Germany, Australia
and Japan. The purpose of the intensive
two-day event was to review and develop
international marketing programs to
maximize California brand awareness in
overseas markets. Among the topics of
discussion were enhanced advertising,
cooperative programs, online initiatives,
publications and public relations.
International Marketing 20
California Travel and Tourism Commission
COMMISSIONER
CLAIRE BILBY
CTTC VICE CHAIR
VICE PRESIDENT, SALES AND DESTINATION
MARKETING, WALT DISNEY PARKS AND RESORTS
One of the most important
things that the Commission
does is to provide businesses
with an opportunity to do what
we, as an industry, often cannot
do on our own. Advertising,
public relations, technology and
trade programs internationally
are great examples of how the
CTTC plays a vital role for
the states travel industry.
INDUSTRY RESEARCH AIDS
IN DEVELOPING TOURISM
MARKETING PROGRAMS
CALIFORNIA TOURISM DEVELOPS
STATISTICAL DATA ON IN-STATE,
DOMESTIC AND INTERNATIONAL
VISITORS FOR EVALUATING
INTERNAL MARKETING PROGRAMS.
THE DATA ALSO HELPS SUPPORT
THE TRAVEL-RELATED MARKETING
AND RESEARCH ACTIVITIES OF
THE CTTCS INDUSTRY PARTNERS,
SUCH AS: DESTINATION MARKETING
ORGANIzATIONS; LOCAL, STATE AND
NATIONAL GOVERNMENTS; AND
MEDIA AND BUSINESS INVESTORS.
CTTC RESEARCH IS PUBLISHED IN
REPORTS, STUDIES AND MEDIA
RELEASES, AND IS POSTED ON
VISITCALIFORNIA.COM.
Caroline Beteta
Executive Director
cbeteta@visitcalifornia.com
Troy Cantrell
Information Technology
tcantrell@visitcalifornia.com
CTTC PROGRAM CONTACTS
Lynn Carpenter-Schumann
Marketing
lcarpenter@visitcalifornia.com
Sue Coyle
Corporate Communications
scoyle@visitcalifornia.com
Tracy Garrett
Finance & Human Resources
tgarrett@visitcalifornia.com
Jennifer Jasper
Communications
jjasper@visitcalifornia.com
Janice Simoni
California Welcome Centers
jsimoni@tourism.ca.gov
Glenda Taylor
Travel Trade
gtaylor@visitcalifornia.com
Domestic Travel to California
D.K. Shiffet & Associates, Ltd. provides
monthly visitor volume estimates, seasonal
forecasts, and an annual year-end report of
the offcial counts of leisure and business
person-trips, destinations visited, length
of stay, party size, mode of transportation,
visitor origins, market share and per capita
daily expenditures.
California Travel Research Bulletin
Free monthly bulletins e-mailed to
subscribers contain travel-related research
and statistics, links to just-released data, and
upcoming research projects and conferences.
The bulletins are also posted on
visitcalifornia.com.
Research Web Site
An interactive Web site developed by
research frm Dean Runyan Associates for
the CTTC allows industry partners to create
county and state impact charts and tables
online. The Web site features data on 2006
state travel spending, employment and tax
impacts, 2005 impacts for every county,
city-level Transient Occupancy Tax (TOT)
rates, tax revenue and room sales.
Terri Toohey
Assessment
ttoohey@tourism.ca.gov
Susan Wilcox
Operations/Industry Relations
swilcox@visitcalifornia.com
Research 22
California Travel and Tourism Commission
Tree New California Welcome
Centers Oer Visitor Services
Three New California Welcome Centers
Pismo Beach, Oxnard and San Bernardino
Three California Welcome Centers (CWCs)
opened in FY 06/07 to offer visitors
tourism information such as: brochures for
destinations, attractions, performing arts
and accommodations; reservation services;
Internet access; regional and California
merchandise; attraction ticket sales; and
state-of-the-art fat screen advertising for
tourist attractions.
The California Welcome Center, Pismo Beach
is located on the Central Coast off Highway
101 in the Prime Outlets Pismo Beach
shopping center. Visitors can search for
valuable tourist information and relax in
the plush lounge with a TV.
The California Welcome Center, Oxnard
is located off Highway 101 and features a
rotating Ventura County museum exhibit,
a childrens corner, and nautical artwork
from the Maritime Museum.
The California Welcome Center, San
Bernardino, located in the heart of Southern
Californias Inland Empire, highlights a
Route 66 theme and has interactive displays,
a juke box that plays California tunes and
an animatronic bear that recommends
area attractions.
Each of Californias 13 CWCs prominently
promote their immediate area to travelers
and also represent the entire state through
dissemination of statewide visitor
information.
CALIFORNIA WELCOME CENTERS
LOCATION TOTAL VISITORS
CWC, Anderson 23,276
CWC, Arcata 9,705
CWC, Auburn 18,147
CWC, Barstow 314,726
CWC, Merced 51,646
CWC, Oceanside 112,788
CWC, Oxnard 2,381
CWC, Pismo Beach 160,631
CWC, San Bernardino 2,353
CWC, San Francisco 163,725
CWC, Santa Ana 102,281
CWC, Santa Rosa 55,920
CWC, Yucca Valley 20,285
Total Visitors July 2006June 2007 1,037,864
Safety Roadside Rest Areas
The CTTC, in partnership with Caltrans and
the California Business, Transportation and
Housing Agency, is looking ahead to revamp
Californias 87 roadside rest areas. The
rehabilitation program aims to update
facilities, improve accessibility and increase
safety and security. The enhanced rest areas
will also be designed to serve as a welcome
mat for California visitors.
CALIFORNIA WELCOME CENTER (CWC) INFOMERCIAL
The CTTC created a two-minute infomercial for industry
partners that highlights the 13 CWCs and the travel
services they provide to consumers. The video also
contains information on how to advertise at a CWC, and
interesting statistics on CWC visitors. View the video at
certifedfolder.com/distribution/cwc.php.
VISITCALIFORNIA.COM/YEARINREVIEW 23
Insights Year In Review 20062007
Looking Ahead

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COMMISSIONER
TERRY MACRAE
CTTC VICE CHAIR
CEO, HORNBLOWER
CRUISES & EVENTS
WEB 2.0
The second phase of visitcalifornia.coms
transformation will be launched in FY 07/08.
Enhancements include infrastructure
improvements; tools to increase traffc to
assessed businesses, visitors bureaus and
destination marketing organizations; improved
content for search engine optimization and
consumer usability; and platforms for
developing international versions of
visitcalifornia.com in local languages.
NEW TV SPOT
The CTTCs newest TV spot, Work,
will debut October 8 on national
broadcast and cable networks.
The commercial features celebrity
appearances including Governor
Schwarzenegger, actor Rob Lowe and
professional athletes Phil Mickelson and
Levi Leipheimer. Increased funding will
allow the new spot to air for six months
this fscal year, double that of FY 06/07.
$20MILLION
24
California Travel and Tourism Commission

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COMMISSIONER
JOHN KOEBERER
PRESIDENT, CALIFORNIA
PARKS COMPANY
CULINARY CALIFORNIA
In support of FY 07/08s brand advertising strategy to
leverage food and wine as a driver for destination choice,
the CTTC entered into a historic partnership with the
Wine Institute to promote the states renowned wine
and cuisine offerings. The cornerstone of the fve-year
partnership is a national TV campaign featuring Governor
Schwarzenegger and wine and culinary celebrities
promoting Californias rich bounty of wine and food,
scheduled for launch in winter 2008. Internet marketing
and public relations programs will help support the
Culinary California campaign.
INDIA
The CTTC will travel with Governor Schwarzenegger
to India in early 2008 to promote California tourism.
India is one of the worlds fastest growing travel markets.
By 2010, outbound travel from India to the United States
is expected to double over 2005 levels. (Source:
Emerging Tourism Markets, China and India, TIA)
$20MILLION
The CTTC plans to allocate nearly $20 million to international
marketing over the next fve years. Enhanced outreach is expected to:
Generate $1.7 billion in visitor spending
Generate $66.7 million in state tax revenues
Support 18,000 new jobs
VISITCALIFORNIA.COM/YEARINREVIEW 25
Insights Year In Review 20062007
In the early 1990s, California experienced a dramatic downturn in domestic travel market
share. Travel and tourism-related businesses aected by the downturn requested that California
legislators introduce a bill to aid in promoting travel to California. Te Tourism Assessment
Program was created under the California Tourism Marketing Act in 1995 with the passage of
SB 256. Te legislation authorized self-imposition of an assessment by businesses that benet
from travel and tourism. It also authorized the establishment of the California Travel and Tourism
Commission (CTTC), a non-prot, public benet corporation to oversee the promotion of
California as a premier travel destination.
VOTE YES THIS FALL
Te Tourism Assessment Program is renewable by industry referendum every six years. Tis
fall, the industry will be asked to renew the Tourism Assessment Program that helps fund the
CTTC and its marketing eorts. Ninety percent of the CTTCs budget goes directly to marketing
and reserves. Without renewal of the Referendum, California will move to last among state
tourism marketing budgets, essentially ceasing all marketing of California beyond its borders.
Te Tourism Assessment Program was last renewed in 2001 by an 84 percent favorable vote.
Ballots will be mailed to all assessed businesses this October.
TOURISM GENERATES ESTIMATED $93 BILLION IN CALIFORNIA
Since 1998, when the travel industry began funding the CTTC and its marketing programs,
California domestic travel market share grew from 9.7 to 11.1 percent. Today, California tourism
generates approximately $93 billion in spending each year, supports 928,700 jobs and generates
$5.6 billion in local and state taxes.
350 MILLION TRAVELERS VISIT CALIFORNIA
Trough a combination of sophisticated television advertising, interactive Web site and online
presence, visitor publications, cooperative programs and media outreach in domestic and
international markets, California is the most visited state in the nation. An estimated
350 million domestic and international travelers visit California each year. Tanks to increased
assessment funding in 2007 as a result of AB 2592, the CTTC is embarking on an unprecedented
marketing program to further dene California as one of the worlds premier travel destinations
while increasing travel-related revenues and tourism employment. Increased funding moved
California from sixth to third place among the nations top state tourism marketing budgets.
ONLY WITH YOUR SUPPORT, WILL TOURISM CONTINUE TO
POSITIVELY IMPACT CALIFORNIAS ECONOMIC DEVELOPMENT.
Vote Yes!
CALIFORNIA TOURISM MARKETING RENEWAL

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TERRY WESTROPE
CTTC CHIEF FISCAL
OFFICER
VICE PRESIDENT OF
ADMINISTRATION,
OCEAN PARK HOTELS, INC.
Referendum 26
California Travel and Tourism Commission
Voting YES on the California Tourism
Marketing Renewal will ensure California
tourism remains competitive with other states
and other worldwide destinations. If the
renewal fails to pass, California will rank
last in tourism marketing budgets.
CTTC REGIONAL MARKETING REPRESENTATIVES
CTTC regional marketing
representatives reported over
2,700 meetings with assessed
businesses throughout California.
The six representatives attend
industry events and meet with
travel industry partners on a
regular basis to communicate the
CTTCs various marketing programs
and cooperative opportunities.
Bob Amano
L.A. and Orange County
bamano@visitcalifornia.com
Kathy Anderson
San Diego, Inland Empire and Deserts
kanderson@visitcalifornia.com
Shellie Cook
Northern and Central California
scook@visitcalifornia.com
Pettit Gilwee
Northern and Southern California Mountains
pgilwee@visitcalifornia.com
Jean Johnstone
San Francisco Bay Area/Central Coast
jjohnstone@visitcalifornia.com
COMISSIONER
JON HANDLERY
SENIOR VICE
PRESIDENT AND
GENERAL MANAGER,
HANDLERY UNION
SqUARE HOTEL
VISITCALIFORNIA.COM/YEARINREVIEW 27
Insights Year In Review 20062007
CTTC Commissioners
Work Together to
Benet Industry
ORANGE COUNTY
JIM BURBA
BURBA HOTEL
NETWORK
HIGH SIERRA
RUSTY GREGORY
MAMMOTH
MOUNTAIN
SKI AREA
NORTH COAST
TOM KLEIN
RODNEY STRONG
VINEYARDS
INLAND EMPIRE
GILLIAN zUCKER
CALIFORNIA
SPEEDWAY
SUNNE WRIGHT
MCPEAK
FORMER SECRETARY,
CALIFORNIA BUSINESS,
TRANSPORTATION AND
HOUSING AGENCY
DALE BONNER
SECRETARY,
CALIFORNIA
BUSINESS,
TRANSPORTATION
AND HOUSING
AGENCY
CAROLINE BETETA
CTTC EXECUTIVE
DIRECTOR, DEPUTY
SECRETARY
FOR TOURISM,
CALIFORNIA BUSINESS,
TRANSPORTATION AND
HOUSING AGENCY
CENTRAL COAST
TED BALESTRERI
CANNERY ROW
COMPANY
CENTRAL VALLEY
VACANT
DESERTS
VACANT
GOLD COUNTRY
JOHN DUNLAP III
DUNLAP, VAN VLECK
& BROWN, LLC.
SHASTA CASCADE
JOHN KOEBERER
CALIFORNIA PARKS
COMPANY
SAN DIEGO
CHUCK HANSEN
VIEJAS
ENTERPRISES
CTTC Commissioners
GOVERNOR APPOINTED BY REGION
NOT PICTURED
EXEC. DIRECTOR CHAIR FORMER CHAIR
CALIFORNIA IS
WORKING HARD
TO IMPROVE OUR
INFRASTRUCTURE TO
MAKE IT EASIER FOR
VISITORS TO SEE THE
MANY MAGNIFICENT
AREAS OF OUR STATE.
OVER THE NEXT FEW
YEARS, WE ARE
SPENDING BILLIONS OF
DOLLARS TO REDUCE
CONGESTION, EXPAND
OUR EXISTING ROADS
AND BUILD MORE MASS
TRANSIT IN OUR STATE.
THESE INVESTMENTS
WILL MAKE VISITING
THE STATE EVEN EASIER
AND MORE CONVENIENT
FOR THE MILLIONS OF
TOURISTS WHO ENJOY
CALIFORNIA EVERY
YEAR.
DALE BONNER
SECRETARY,
CALIFORNIA BUSINESS,
TRANSPORTATION
AND HOUSING AGENCY,
AND CTTC CHAIR
LOS ANGELES
COUNTY
TADAO
FUJIWARA, M.D.
SAN FRANCISCO
BAY AREA
JACK GRIBBON
HOTEL EMPLOYEES
AND RESTAURANT
EMPLOYEES
INTERNATIONAL
UNION
28
California Travel and Tourism Commission
THE 37-MEMBER CTTC COMPRISES
COMMISSIONERS FROM CALIFORNIAS
12 TOURISM REGIONS. MEMBERS
REPRESENT FIVE INDUSTRY SECTORS:
ACCOMMODATIONS, RESTAURANTS
AND RETAIL, ATTRACTIONS AND
RECREATION, TRANSPORTATION AND
TRAVEL SERVICES AND PASSENGER
CAR RENTAL. TWENTY FOUR OF THE
COMMISSIONERS ARE ELECTED BY
ASSESSED CALIFORNIA BUSINESSES;
12 ARE GOVERNOR-APPOINTED;
AND THE 37TH IS THE CALIFORNIA
BUSINESS, TRANSPORTATION AND
HOUSING AGENCY SECRETARY, WHO
ALSO SERVES AS THE CTTC CHAIR.
ELECTED COMMISSIONERS BY INDUSTRY
NOT PICTURED
MARK ERSKINE
SAN DIEGO
MARRIOTT HOTEL
AND MARINA
CHIP CONLEY
JOIE DE VIVRE
HOSPITALITY
TIM BRIDWELL
HILTON HOTELS
CORP., CENTRAL
AND NORTHERN CA
(RETIRED)
JON HANDLERY
HANDLERY UNION
SQUARE HOTEL
RICK ANDERSON
CASA TROPICANA
INN & SPA
TOM NETTING
HYATT GRAND
CHAMPIONS
RESORT
& SPA (RETIRED)
CORMAC
OMODHRAIN
CIM GROUP
J.P. PATEL
BEST WESTERN
COLONY INN
RICK LAWRANCE
CALIFORNIA
LODGING INDUSTRY
ASSOCIATION
REGGIE MCDOWELL
INSTERSTATE
HOTELS/MERISTAR
JAY JAMISON
PISMO COAST
VILLAGE
SIMA PATEL
HOLIDAY INN
EXPRESS
HOTEL AND SUITES
DAVID COHN
COHN RESTAURANT
GROUP
LOUIS MEUNIER
MACYS
MARK RUNNING
ROYS RESTAURANT
ANDY FICHTHORN
SEAWORLD OF
CALIFORNIA
LARRY KURzWEIL
UNIVERSAL STUDIOS
ED LITRENTA
SEAWORLD
SAN DIEGO
(RETIRED)
TERRY WESTROPE
CTTC CFO
OCEAN PARK
HOTELS, INC.
JOHN WAGNON
HEAVENLY
MOUNTAIN RESORT
CLAIRE BILBY
CTTC VICE CHAIR
WALT DISNEY
PARKS AND
RESORTS
TERRY MACRAE
CTTC VICE CHAIR
HORNBLOWER
CRUISES & EVENTS
JERRY DOW
VANGUARD CAR
RENTAL USA, INC.
(ALAMO-NATIONAL)
DIANA MEINHOLD
AUTOMOBILE CLUB
OF SOUTHERN CA
(AAA)
BOB MUHS
AVIS BUDGET
GROUP, INC.
BRIAN KENNEDY
HERTZ
ACCOMMODATIONS
ACCOMMODATIONS RESTAURANTS AND RETAIL
GOVERNOR APPOINTED BY REGION
TRANSPORTATION AND TRAVEL SERVICES PASSENGER CAR RENTAL
ATTRACTIONS AND RECREATION
COMMISSIONER ROSTER CURRENT AS OF SEPTEMBER 2007.
VISITCALIFORNIA.COM/YEARINREVIEW 29
Insights Year In Review 20062007
Insights Year in Review
STATE OF CALIFORNIA
Arnold Schwarzenegger, Governor
Dale Bonner, Secretary,
California Business, Transportation and
Housing Agency and Chair, CTTC
CTTC
Caroline Beteta, Executive Director
Jennifer Jasper, Deputy Director,
Communications
Sue Coyle, Director of Corporate
Communications,
Insights Year in Review Editor
Insights Year in Review is an
annual publication of
the California Travel and Tourism
Commission (CTTC). Articles contained in
Insights Year in Review may be reproduced
without permission; however,
acknowledgement is appreciated. Direct all
inquiries and correspondence to:
California Travel and Tourism Commission
980 9th Street, Suite 480
Sacramento, CA 95814
Tel: (916) 444-4429
Fax: (916) 444-0410
E-mail: info@visitcalifornia.com
visitcalifornia.com
2007 California Travel and
Tourism Commission
California Travel and Tourism Commission
980 9th Street, Suite 480
Sacramento, CA 95814
Presorted Standard
U.S. Postage
PAID
Permit No. 1434
Sacramento, CA
COMING SOON
SEPTEMBER 2007
1316 JATA WORLD TOURISM CONGRESS & TRAVEL FAIR TOKYO, JAPAN
1719 CALTIA RURAL TOURISM CONFERENCE CATALINA ISLAND, CA
2627 TIA TRAVEL LEADERSHIP SUMMIT/ WASHINGTON, D.C.
CA CONGRESSIONAL DINNER
OCTOBER 2007
2324 EXECUTIVE/COMMISSION/MARKETING MEETING NEWPORT BEACH, CA
30 CTTC LOS ANGELES MEDIA RECEPTION BEVERLY HILLS, CA
NOVEMBER 2007
26 NTA (NATIONAL TOUR ASSOCIATION) KANSAS CITY, MO
1115 WTM (WORLD TRAVEL MARKET) LONDON, U.K.
DECEMBER 2007
46 LUXURY TRAVEL EXPO LAS VEGAS, NV
JANUARY 2008
9-10 4TH ANNUAL CALIFORNIA CULTURAL MONTEREY, CA
TOURISM SYMPOSIUM
2024 GO WEST SUMMIT COLORADO SPRINGS, CO
2324 EXECUTIVE/COMMISSION/MARKETING MEETING SACRAMENTO, CA
INSTALLATION DINNER
29 CTTC NEW YORK MEDIA RECEPTION NEW YORK, NY
FEBRUARY 2008
27 ABA (AMERICAN BUS ASSOCIATION) VIRGINIA BEACH, VA
48 CTTC JAPAN SALES MISSION JAPAN
1113 EXPO VACACIONES MEXICO CITY, MEXICO
1724 AMGEN TOUR OF CALIFORNIA CALIFORNIA-WIDE
2527 SEE AMERICA EXPOS AUSTRALIA/NEW ZEALAND
MARCH 2008
59 ITB BERLIN, GERMANY
APRIL 2008
TBD CTTC EUROPEAN SALES MISSION EUROPE
22 CTTC SAN FRANCISCO MEDIA RECEPTION SAN FRANCISCO, CA
MAY 2008
31JUNE 4 TIA INTERNATIONAL POW WOW LAS VEGAS, NV
JUNE 2008
TBD CALTIA CONFERENCE ON TOURISM SOUTHERN CA
GO TO VISITCALIFORNIA.COM FOR COMPLETE UP-TO-DATE CTTC INFORMATION
Insights Year In Review 20062007 California Travel and Tourism Commission