Tourism Assessment Program
The California Tourism Marketing Act was enacted in 1995, to increase California’s share of the travel and tourism market (Government Code Section 13995 et. seq.) (Link to Government Code) The legislation authorized self-imposition of an assessment by businesses that benefit from travel and tourism. It also authorized the establishment of a non-profit, public benefit corporation, the California Travel and Tourism Commission (CTTC), to oversee the promotion of California as a premier travel destination. The statute became operative upon industry wide approval in 1997 and the assessment program was initiated in 1998. In 2001, the program was renewed by industry referendum with an 84 percent margin and will subsequently be renewable by industry vote every six years.
The California Travel and Tourism Commission is comprised of 37 Commission members, representing each industry segment (Accommodations, Restaurants and Retail, Attractions and Recreation, Transportation and Travel Services, and Passenger Car Rental). The Commission meets three times a year and directs and approves the marketing plan, expenditures and the overall strategic course for California Tourism. The CTTC staff oversees the production of the marketing activities, including advertising, visitor publications and cooperative programs – all designed to promote California to travelers, tourists and the travel trade.
The assessment program is administered by the Division of Tourism, Tourism Assessment Program. The Division of Tourism is housed in the California Business, Transportation and Housing Agency and the Agency’s Secretary serves as Chairperson of the CTTC.
Passenger Car Rental Industry Tourism Assessment Program
A new tourism assessment program for the Passenger Car Rental Industry was enacted in 2006 and becomes effective January 1, 2007. (Government Code sections 13995 et. seq.) The Passenger Car Rental Industry assessment program is limited to companies that have business locations renting passenger vehicles at either airports or accommodation locations, such as hotels. The Passenger Car Rental Industry shall have an industry specific assessment rate, adjusted annually.
2007 California Tourism Marketing Renewal and Results
Since its inception more than a decade ago, the California Travel and Tourism Commission has become one of the nation’s premier state marketing agencies – promoting the California brand and helping to increase tourism and travel-related spending. As an industry-led public/private partnership, CTTC is leading successful marketing campaigns that are having a profound effect. Over the last three years, California has moved from 28th to 2nd among state tourism marketing budgets. In 2006, CTTC met its 2010 domestic market share goals an astonishing five years early. This level of success can only continue with industry support.
In November 2007, assessed businesses voted to approve the California Tourism Assessment Program. As a result, the California Tourism Assessment Program shall continue to operate for the purpose of promoting California as a travel and tourism destination for an additional six years, pursuant to referendum results. Currently, $300 million is allocated for the next six years for tourism marketing. This dramatic increase in resources will allow the CTTC to greatly expand the depth and scope of its marketing programs.
To learn more about the referendum, visit www.visitcalifornia.com/renew
To learn more about the referendum results click here.
