| Journal: TWUK | Section: |
| Title: | Issue Date: 06/11/00 |
| Author: | Page Number: 83 |
| Copyright: Other |
California by Alan Moore
State offers new tour product to capitalise on rising interest
Regions strengthen marketing approach for 2001
CALIFORNIA is the fastest-growing state for travel from the UK to the US and this is reflected in the range of new tour product on display at next week’s show.
More than 50 delegates – nearly double last year’s number – will be at the California stand, representing visitor and convention bureaux, hotels, resorts, attractions, transport, cities and national parks.
State body California Tourism will be strongly supported by Los Angeles County, followed by Long Beach, San Diego, Sacramento and San Francisco.
Other product on view will be from the Yosemite National Park region and Palm Springs Desert Resorts, while the Mammoth Lakes Visitors Bureau returns for the first time as a new partner under the California Division of Tourism marketing partnership. This includes Anaheim/Orange County, North Lake Tahoe, Sacramento, San Diego and San Francisco.
Mammoth Lakes, located on the eastern slope of the Sierra Nevada mountain range, is already a strong ski destination for the British market and the visitor bureau now wants to increase promotion of the area as a summer destination for outdoor recreation and activities.
It is situated at the eastern gate of Yosemite National Park some 300 miles from the West Coast.
Los Angeles: country-wide promotion
Hollywood: one of LA’s main attractions
Los Angeles
Los Angeles County will be taking a product-led approach and targeting lifestyle, entertainment, sport, culture and shopping for development of new packages.
As part of next year’s agent training programme, LA also wants to get the message across that the county encompasses such attractions as Hollywood, Beverly Hills, Long Beach, Santa Monica, Pasadena, Malibu, Catalina Island and the San Fernando Valley.
A spokeswoman for the LA Convention and Visitors Bureau said: “UK visitors to LA come in key segments – mature, family, young adult, independent traveller and also stopover traffic.
“Our goal is to target individuals with packages created around the various themes.”
Initiatives will include promotions with airlines and a sales campaign with the carriers offering direct services to LA, as well as improved coverage of LA branded pages in operators’ brochures.