State officials say they hope for a swift comeback for the travel and tourism industries following California’s reopening on June 15. The head of the state’s tourism bureau is calling on Californians to vacation close to home.
“It’s like a modern-day act of patriotism if we can spend those dollars here. Fulfill your California bucket list,” said Caroline Beteta, president & CEO of Visit California, a nonprofit organization created to market California.
In 2019, the state saw a record high of $145 billion in visitor spending. But, shortly after the gangbuster year came coronavirus.
According to a 2020 report commissioned by Visit California, nearly 40% of the jobs lost during the pandemic were in California’s hospitality and leisure industries.
Tourism spending dropped to $65.10 billion in 2020. The last time tourism spending was below $60 billion was in 1996.
California State Sen. Mike McGuire (D-Healdsburg) thinks a new media strategy is needed.
He introduced a bill that would allocate $45 million for a “Calling All Californians” advertising campaign in February. The campaign would highlight some of the sights Californians can see in their own state.
McGuire told The Sacramento Bee a similar advertising campaign worked after the travel industry experienced a post-September 11 slump.
“We know that this formula works. It’s worked like gangbusters in the past and we know that it’s going to work here in 2021,” he said.
The bill is currently in the Appropriations Committee.
Gov. Gavin Newsom is also hoping state investment will jumpstart the beleaguered hospitality and leisure industries.
As part of his "Vax for the Win" initiative, Newsom announced six “California Dream Vacations.” The initiative is aimed at helping local travel and tourism industries recover from the toll of the coronavirus pandemic in addition to increasing vaccination rates.
Newsom wants more than just splashy vacations to state hotspots. Similiar to McGuire, Newsom wants funding for a media campaign to bolster tourism.
His May revision to the 2021-2022 state budget includes $95 million one-time federal American Rescue Plan Act funds for “strategic media recovery campaigns that will jump start the recovery of the travel and tourism industry once it is safe to travel.”
The governor and legislative leaders are meeting ahead of the end of the fiscal year for the state, June 30, to finalize a budget.
Legislators were unable to pass the state’s massive $267.8 billion spending plan for 2021-2022 by the previous June 15 deadline, opting to pass a temporary one instead.