Go to California Releases 2023 Information, Launches Improvement Initiative

Statewide vacation spot advertising group (DMO) Go to California final week launched its yearly produced customer’s guidebook, which comprises 196 pages of priceless ideas and information for vacationers who’re headed to the Golden State this yr.

The ‘2023 California Customer’s Information: The Better of California’ is stuffed with in-depth materials on all the pieces from enjoyable household actions, in style sights and essentially the most sought-after theme park snacks to snow adventures, state parks, native heritage websites and cultural experiences.

With a circulation of round 500,000, the free publication is now out there in any respect California Welcome Facilities and regional vacationer places of work, in addition to on-line at visitcalifornia.com/travel-guides. Readers will profit from knowledgeable insights and suggestions from passionate locals, and may reference detailed maps and particular location data.

“The variety of voices, locations and suggestions included on this free customer’s information is proof there’s something for everybody to take pleasure in in California,” mentioned Caroline Beteta, president & CEO of Go to California. “The Golden State celebrates the variety of our tradition, geography, delicacies and experiences, and this information is filled with inspiration that can assist you plan your subsequent journey.”

California’s 12 distinct tourism areas are: San Diego County, Orange County, Deserts, Inland Empire, Los Angeles County, Central Coast, Central Valley, Gold Nation, San Francisco Bay Space, Excessive Sierra, Shasta-Cascade and North Coast.

Wanting Forward

In late January, Go to California additionally introduced that it had tapped world consulting agency JLL to formulate a dozen particular strategic plans—one for every of California’s 12 distinct distinctive tourism areas—to information the state tourism sector’s trajectory over the following decade. The units of suggestions JLL will develop shall be based mostly on in depth analysis and run the gamut of tourism points, from overcrowding and environmental points to workforce developments and infrastructure enhancements.

“Go to California couldn’t be extra excited to affix with JLL to launch this bold, groundbreaking strategic planning effort,” mentioned Caroline Beteta, the DMO’s president and CEO. “California’s tourism business is recovering from an financial shock 10 instances higher than 9/11, however it’s a good alternative for us to take inventory, assess the challenges and alternatives, set priorities, and develop regional methods for the following 10 years. Strategic planning will construct extra resilient and sustainable locations throughout the state and strengthen alliances between California communities and the tourism business.”

For the undertaking, JLL’s consulting companions are set to incorporate Ernst&Younger, Tourism Economics, World Journey and Tourism Council, Tourism Range Issues, The Zimmerman Company, Unisphere Concepts, SWCA Environmental Consultants and RiskLayer. JLL has carried out tourism analysis on greater than 150 locations worldwide.

“We applaud Go to California for taking up a undertaking of this magnitude to plan for every tourism area and for the state as a complete,” mentioned Dan Fenton, Director of JLL’s International Tourism & Vacation spot Providers. “JLL is honored to be Go to California’s companion on this effort, and we sit up for working with tourism stakeholders throughout the state to ship 12 actionable strategic plans that may information the business for the following 10 years.”

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