Skift Take

A $1 million boost to California’s marketing campaign isn’t small change, but worth the cost to continue attracting Chinese tourists who spend more than any other group of foreign visitors.

With a $1.6 million marketing campaign, California is gearing up for another surge in Chinese tourists this year.

“We have seen double-digit growth from China year over year, and the number of Chinese visitors to California is expected to increase 113 percent between 2011 and 2015,” said Caroline Beteta, CEO of Visit California, a nonprofit group that handles marketing for the state’s o-cial Travel and Tourism Commission.

“Visit California will be investing an additional $1 million in new direct-to-consumer advertising, bringing its total China marketing budget to $1.6 million,” she said of the China Ready initiative.


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Tags: california, china, marketing

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