International visitor spending in California is expected to have increased as a result of Los Angeles hosting Pow Wow last week.
Visit California led a delegation of more than 225 travel industry businesses at last week’s travel trade show which saw the Golden State act as hosts for the second year in a row.
“In terms of economic impact and global exposure, International Pow Wow is the Olympic Games of the U.S. travel industry,” Visit California president and CEO Caroline Beteta said.
“Hosting IPW in Los Angeles this year and San Francisco last year gave Visit California an incredible opportunity to show off our diverse tourism product to the world’s most influential and top-producing buyers of U.S. travel products.”
International visitor spending in the host cities and surrounding areas is expected to generate an additional USD$400 million over the next three years as a direct result of Pow Wow.
2011 saw 220 million visitors to California spend USD$102.3 billion, which, in turn, supported 893,000 jobs and generated USD$2.3 billion in local taxes.
“Australia is the largest international market for Los Angeles…perhaps because of the variety that our city offers,” LA Tourism Chief Marketing Officer Don Skeoch told e-Travel Blackboard.
“We offer everything from endless entertainment options to the beach, shopping to amazing dining venues.”
The fastest growing segment in the industry, international tourism represents 20 per cent of total visitor spending.
“California competes globally for these lucrative visitors, who stay longer and spend more than domestic travellers, and as the global economy continues to improve the competition will get even fiercer,” Ms Beteta said.
“Visit California will continue to look for high-impact opportunities like IPW to attract these high value customers.”
Investing more than USD$20 million to international marketing alone, Visit California funds a global presence with consumer and travel trade advertising and public relations activities.
Also serving as vice chair for the newly formed Brand USA, Ms Beteta sees Visit California’s international marketing programs as a long-term investment in the state’s growth.
“Aligning efforts with Brand USA to boost international tourism into our country is a natural extension of our global marketing program and key to our state’s future economic health.”e-Travel Blackboard flights to Pow Wow proudly sponsored by Hawaiian Airlines
Source = e-Travel Blackboard: N.A