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Economic Development
Caroline Beteta
Executive Director
California Travel and Tourism Commission
For more information about CTTC and its programs, go to www.visitcalifornia.ca.gov.
Responsibilities and accomplishments include:
Marketing California as a world-class destination:
- Led state as only organization that markets all of California as a travel destination.
- Leveraged $18 million public/private FY 2005-06 budget with private industry to maximize the number and variety of promotional activities.
- Produced a national Spring/Summer 2006 cable advertising campaign featuring movie and television stars Clint Eastwood and Teri Hatcher.
- Established online California travel booking engine at www.visitcalifornia.com.
- Arranged magazine inserts promoting California travel in Travel + Leisure, Food & Wine, and National Geographic Traveler with a combined circulation of 862,000.
- Collaborated with Sunset magazine to release a 208-page comprehensive annual "Visitor Guide" and a 36-page "Driving Tour" publication that featured 21 driving tours in all regions of California with combined circulation of more than 1.5 million.
- Generated FY 2005-06 international media reaching 38.9 million/8.3 million people domestically.
- Operated four international trade and media offices in the key markets of the United Kingdom, Germany, Japan and Australia.
Providing technical assistance to local tourism destinations:
- Conducted about 80 community presentations, speeches and technical workshops on developing local tourism marketing programs.
- Continued to conduct annual studies on prospective traveler demographics, travel trends, and forecasts - with results available online at www.visitcalifornia.com.
- Offered added exposure and industry support to local destinations through publications, cooperative programs, Web site exposure, advertising opportunities; provided rural marketing cooperative funding at $25,000 per region.
Educating local, state and federal authorities on the economic benefits of tourism:
- Provided ongoing education for local, state and federal officials on the economic importance of tourism; supported government policies that help to stimulate inbound travel and tourism to California.
The California Travel and Tourism Commission (CTTC) was created in 1996 to help increase leisure-travel volume, market share and revenue to California. Travelers to California in 2005 contributed about $88 billion to the state's economy, directly supported 911,000 jobs, and generated $5.3 billion in local and state tax revenue.
"The CTTC is focused on promoting California as a world-class travel destination," CTTC Executive Director Caroline Beteta said. "We're committed to working with our travel-industry partners to ensure the CTTC is producing results for both the state and private sector."