06 JUN 2018: Despite enduring “some of the biggest challenges in the state’s history” in 2017, California posted a nearly five percent gain in visitations over the year previous and maintained its status as the US’s most visited state.

Fire, flood and drought tested the resolve of both residents and visitors alike, but Visit California president and CEO Carolyn Betata says the Golden State still welcomed over 273 million visitors last year, whom she credits for helping fuel the world’s fifth largest economy, ahead of even Britain.

“Last year, visitors spent a whopping US $132.4 billion in California,” she said, noting that US $26.5 billion of that came from international visitors, of whom Canadians rank second, only behind Mexico, as the top source market.

Another important tourism-related economic factor, she added, was an 11 percent increase in international air capacity coming into the state, including from several new markets.

“Tourism in California continues to grow,” Beteta told delegates at the recent IPW travel trade show in Denver. “We have a wealth of new product we want to share that’s driving a lot of this growth; and synergistic with that is the inspiration of what’s happening in California and how we’re messaging that with visitors worldwide.”

In fact, California is spending more than US $5 million annually to get that message – that California can deliver “that big dream visit” – out in international markets, including a robust online and social media presence and in clever television commercials featuring both celebrities and inspiring locals alike.

The message is also prevalent on Visit California’s own online channel, Dream365TV, which has generated 285 million views in the four years since it has launched and adds new content constantly, prompting Beteta to boast, “We now have more pieces of content than any destination in the world.”

Despite being thrilled with such lofty tourism growth, Betata was quick to note that California has had its share of “challenges” in the last year. “We definitely suffered at the hand of Mother Nature,” she said, but added, “amidst these hardships, the tourism industry really came together to bring life… to all our citizens and industry at large. Our innovative spirit and resilience has resulted in producing more of a constant infusion in new products and experiences.”

An example, she pointed to “California’s Dream Drive” initiative, which encourages visitors to discover the state’s classic Highway 1 coastal route, which was damaged and closed in sections due to drought and rain last year. When the route is re-opened in its entirety in September, there will also be a new stretch of roadway and seven new hectares of coastline that can be accessed.

Another major project concerned recovery, both physically and in perception, from destructive wild fires in the Napa and Sonoma Valley wine country north of San Francisco, which, though “tragic,” ultimately damaged only 10 percent of area’s wineries. Among the initiatives was “Grateful Table”, which raised funds for local charities but also delivered the message that “wine country is here to stay and is open for business.”

Of course, most new product in the state was unrelated to recovery or renovation. “If you haven’t been in the past 12 months you definitely need to come to see a whole new California product, and by the time you come back next year you’re going to see a whole lot more,” Beteta stated. “There is so much that is happening…”

Here is a just a small sampling:

• In May 2019, Sacramento will host a dynamic celebration including exhibits, programs, activities, tours and train rides to commemorate the 150th anniversary of the Transcontinental Railroad, one of the 19th century’s greatest achievements.
• Pebble Beach Resorts honours its milestone 2019 centennial and recent accomplishments – The Lodge at Pebble Beach expansion and renovation of guestrooms across all three properties. Pebble Beach will also host the 2019 US Open.
• Slated to open in 2019, guests will thrill to intergalactic adventures within the highly anticipated Star Wars-themed “Star Wars: Galaxy’s Edge” at the Disneyland Resort in Anaheim. The 5.6-hectare area debuts with two anchor attractions.
• In January 2019, San Francisco and the Moscone Center celebrate the completion of the centre’s $551-million expansion, bringing more than 153,000 sq. m. of total exhibit space to the massive convention and exhibition complex.
• The 18,000-plus seat Chase Center, debuting in 2019, brings a world-class sports and entertainment destination to San Francisco. The new home to the Golden State Warriors will host more than 200 events annually.
• Marking its 50th anniversary in 2019, the Oakland Museum of California also premieres a new LGBTQ exhibition, which will run from April 13 through Aug. 11 of 2019.
• The new 8,840-sq.-m. Pacific Visions wing at Long Beach’s Aquarium of the Pacific will open in spring 2019. Highlights will include an immersive theatre, expanded exhibition areas, added space for live animal exhibits and more.
• The Conrad Prebys Performing Arts Center in coastal La Jolla will enhance San Diego’s cultural landscape in 2019 with a 500-seat concert hall, state-of-the-arts facilities and equipment, and large scenic courtyard.
• 2019 brings the much-anticipated Los Angeles opening of the Academy Museum of Motion Pictures. The museum will be the world’s premier institution dedicated to the art and science of movies.
• In 2019, California’s Highway 49 – also known as the Gold Rush Trail and Gold Chain Highway – will celebrate its centennial. The road begins in Oakhurst before heading north to a string of historic towns that have maintained their 1850s charm.
• 60 new hotels are in the pipeline, which will bring 17,000 new rooms to the state’s inventory.

As much as Visit California is looking to 2019 and beyond, Beteta was also quick to remind delegates that the organization’s “All Dreams Welcome” multi-channel global campaign, launched last year as counterweight to federal travel bans, anti-immigration policies and a generally negative international perception of the president, is still very much still alive, having inspired 700-million partner initiatives to date.

“The campaign was launched in response to some of the more visceral and raw political rhetoric that we were all experiencing and hearing (in the US),” said Beteta. “But it is our job, duty and, frankly honour, reflecting on our core DNA, (to) double down on rolling out the red carpet for visitors around the world.”

California, she promises will continue to “make sure that we’re reaching out and sharing the love! And we welcome everybody that is inspired to travel!”