California’s tourism economy has made significant strides toward recovery amid devastating disruption and huge job losses over the past two years.
The Legislature and Gov. Gavin Newsom last year wisely agreed to spend $95 million for tourism marketing programs to jump-start the economy. It was the first time since the aftermath of 9/11 two decades ago that state taxpayer funds supplemented the tourism industry’s contribution to marketing the state as a tourism destination.
That investment has been key to survival during an unprecedented period. But the travel and hospitality industry still faces daunting challenges – particularly in San Francisco, Los Angeles, Orange County and San Diego – and the industry needs another lifeline to continue the recovery and make our tourism economy whole. Legislators should approve the $45 million Newsom’s budget proposes to maintain domestic marketing programs that have proved successful.
Tourism marketing works. Last year, it inspired leisure…
