Latest news with #CarolineBeteta
Wall Street Journal
23-05-2025
- Wall Street Journal
The Other Great California Road Trip
For decades, road trippers in search of California postcard views have flocked to Highway 1 for panoramas of craggy coastline and shady redwood forests. But ask a local like me which stretch of blacktop really shows off the Golden State's frontier spirit and scenic diversity, and you're liable to hear a different number: 395. A world apart from the clogged coastline, Highway 395 winds from the lapis water of Lake Tahoe to the sky-high summit of Mount Whitney. This is the road that in-the-know mountain ramblers take to avoid the high-season throngs of Sequoia and Big Sur. A route where ski bums, ranchers and Patagonia-clad vacationers all coexist in the shadow of the Sierra Nevada. 'It's really a journey full of superlatives,' says Caroline Beteta, president and CEO of Visit California. 'You pass the highest point in the contiguous United States, and a short detour takes you to the oldest trees in the world.' And this summer, choosing it just makes practical sense. With mudslides and extreme weather events causing frequent closures along Highway 1, Highway 395 offers an uncrowded alternative route—that is, if you're cool with trading sandy beaches and Pacific surf for alpine lakes and dramatic hikes. Covering roughly 475 miles, this itinerary more than delivers on the California dream.
Business Journals
12-05-2025
- Business
- Business Journals
Visit Oakland celebrates $779M economic impact from tourism in 2024
Visit Oakland, the destination marketing organization for the city of Oakland, hosted IMPACT 510: The Town Tourism Day on May 7 at the Oakland Museum of California. The sold-out event welcomed 250 attendees including community partners, city officials, and business leaders to celebrate the 2024 results. Last year, the total tourism economic impact was $779 million, and visitors supported a total of $583 million in spending in Oakland. Of the $583 million spent in Oakland in 2024 by visitors, lodging accounted for $174 million, or 30% of the total visitor spending. Food and beverage spending resulted in $160 million, representing 27% of the total spend. Transportation, including both air and ground transportation within the destination, as well as retail, captured $97 million of total visitor spending. In 2024, visitors spent $56 million on recreation and entertainment. Oakland saw a 4% increase in day trips to the city. The team at Visit Oakland is focused on converting day trips into overnight stays to increase the economic impact. This commitment comes at a critical time as the travel landscape continues to face unprecedented challenges. 'This is an extremely important time in the travel and tourism industry,' said Peter Gamez, president and CEO for Visit Oakland. 'We are experiencing change on a national level that directly impacts Oakland locally. Our results show the significance that tourism brings to The Town. It is crucial that Oakland leadership work closely with Visit Oakland and continues to recognize and support the value of marketing our city to further the growth of our tourism economy.' In true Oakland style, IMPACT 510 - The Town Tourism Day was about more than just the successful numbers. Visit Oakland presented an event that shared the value of tourism and uplifted the community. The name Impact 510 pays tribute to Oakland's 510 area code. The date of the event was selected in support of California Tourism Month, and to align with National Travel and Tourism Week. expand Visit Oakland 'Oakland is a city that proudly celebrates its diverse arts and culture, amazing attractions, and award-winning culinary scene' said Caroline Beteta, president and CEO of Visit California, the state's nonprofit tourism marketing organization. 'Visit Oakland does a wonderful job highlighting these assets to attract visitors to Oakland, produce vibrancy in The Town, and directly impact the city's economic success.' The energy in the room was powerful and showed the unity of Oakland. Program elements included an engaging presentation by Gamez and an Oakland's Bright Future panel discussion featuring Edreece Arghandiwal, co-founder and chief marketing officer, Oakland Roots SC and Oakland Soul SC; Joe Ernst, principal, srmErnst Development Partners and Prescott Market; Mieko Hatano, CEO, Oakland Symphony; and Kymberly Miller, CEO, Children's Fairyland. Honorable Mayor Barbara Lee was a guest speaker addressing the Oakland community at one of her first public events since winning the election. The master of ceremonies was Autumn King, host of Trail Chats. Live entertainment brought an inspiring performance by the Oakland Symphony and DJ Lady Ryan played music that matched The Town's vibrancy. A call to action closed the event — Gamez recognized individuals from the restaurant and hospitality communities to remind everyone support local businesses. It was powerful moment honoring the people of Oakland, who remain the true heart and soul of The Town. 'We challenged everyone to make this a summer to remember and share their love of Oakland by telling their family, friends and colleagues to plan a day in Oakland visiting our attractions, dining in our restaurants, shopping in our stores, and staying the night in our hotels' Gamez said. 'I know the power of the people in our community, and they can help make a positive impact on our local businesses, our attractions, and our economy.' expand Visit Oakland Visitor spending impact In 2024, 3.4 million visitors spent $583 million across the Oakland economy. The Oakland visitor economy experienced a 0.2% decline in visitor spending from 2023. Total economic impact Direct visitor spending of $583 million generated a total economic impact of $779 million in Oakland in 2024, including indirect and induced impacts. This total economic impact sustained 5,548 jobs and generated $85 million in state and local tax revenues in 2024. Visit Oakland is the official destination marketing organization for Oakland. Their mission is to increase tourism's economic impact to the city of Oakland through destination development. The team at Visit Oakland elevates, celebrates, and illuminates Oakland in all its vibrancy. They do this by promoting Oakland on a regional, national, and international level to increase positive awareness and attract visitors and group business to The Town. Visit Oakland also does this by supporting and promoting programs and events in Oakland that are open to the public and interesting to visitors. Visit Oakland is a nonprofit organization funded by hotel occupancy tax and Measure C along with other community partners. This means that every time someone stays in an Oakland Tourism Business Improvement District hotel, 2% of the room rate per night goes towards funding Visit Oakland's marketing efforts. Tourism is essential to the success of a city. When people visit for leisure or corporate travel, they utilize the Oakland airport and transportation systems. Those visitors also stay in Oakland's hotels, shop at the local stores, dine in the restaurants, and visit local attractions. This generates revenue for Oakland businesses and creates positive energy throughout The Town's community.
Vancouver Sun
07-05-2025
- Business
- Vancouver Sun
California tries to attract Canadian travellers with hotel discounts and new campaign
Reviews and recommendations are unbiased and products are independently selected. Postmedia may earn an affiliate commission from purchases made through links on this page. California wouldn't be California without Canada. That is the sentiment at the heart of a new campaign by Visit California that aims to show Canadians how much they mean to the Golden State. In a news release on Tuesday, the nonprofit organization responsible for the state's tourism marketing acknowledged recent Canada-U.S. tensions — due in large part to the ongoing trade dispute sparked by United States President Donald Trump and his administration. Plan your next getaway with Travel Time, featuring travel deals, destinations and gear. By signing up you consent to receive the above newsletter from Postmedia Network Inc. A welcome email is on its way. If you don't see it, please check your junk folder. The next issue of Travel Time will soon be in your inbox. Please try again Interested in more newsletters? Browse here. 'While economic headwinds and a focus on Canadian domestic travel have understandably impacted travel habits , Visit California's message for Canadians is simple: you are missed, you are deeply valued and you're always welcome in California,' the release read. Caroline Beteta, president and CEO of Visit California, explained that Canadians contribute to the state's culture, economy and tourism industry. According to Visit California, the state welcomed over 1.8 million Canadians last year alone. The announcement marked the debut of a partnership between Visit California and Expedia that provides discounts of up to 25 per cent on over 1,000 California hotels, activities and attractions through a landing page made for Canadians . 'We wanted to say thank you to our Canadian friends for all they have given to California and let them know a warm welcome awaits when they are ready,' Beteta said. The campaign rollout also included a new video from Visit California that highlights just how important Canadians are to the Golden State, noting: This follows a recent announcement from California Gov. Gavin Newsom encouraging Canadians to visit California. In partnership with Visit California , Newsom announced on April 14 that the state was launching an international campaign to help maintain the strong tourism partnership between California and Canada. 'Sure, you-know-who is trying to stir things up back in D.C., but don't let that ruin your beach plans,' the governor said in a news release and video . 'California is the ultimate playground — over 2,000 miles from Washington and a world away in mindset, from our iconic beaches and national parks to world-class wine, food and outdoor adventure — there's something here for everyone. Canada, come experience our California Love.' According to that release, Trump's economic and immigration policies 'are hurting nearly every economic sector, including the tourism industry .' It also noted that tourism from Canada has dramatically declined since Trump took office, dropping 12 per cent in February 2025 compared to the previous year — the first decrease in Canadian tourism to California since the COVID-19 pandemic. The state and its partners are looking to address that decline, especially considering Canadian travellers spent $3.72 billion in the Golden State last year alone. For more information about Visit California, which works in partnership with the state's travel industry, go to . What do you think of the new campaign? Email us at traveltime@
Calgary Herald
07-05-2025
- Business
- Calgary Herald
California tries to attract Canadian travellers with hotel discounts and new campaign
Article content Reviews and recommendations are unbiased and products are independently selected. Postmedia may earn an affiliate commission from purchases made through links on this page. Article content California wouldn't be California without Canada. That is the sentiment at the heart of a new campaign by Visit California that aims to show Canadians how much they mean to the Golden State. Article content Article content Article content In a news release on Tuesday, the nonprofit organization responsible for the state's tourism marketing acknowledged recent Canada-U.S. tensions — due in large part to the ongoing trade dispute sparked by United States President Donald Trump and his administration. Article content Article content 'While economic headwinds and a focus on Canadian domestic travel have understandably impacted travel habits, Visit California's message for Canadians is simple: you are missed, you are deeply valued and you're always welcome in California,' the release read. Article content Caroline Beteta, president and CEO of Visit California, explained that Canadians contribute to the state's culture, economy and tourism industry. According to Visit California, the state welcomed over 1.8 million Canadians last year alone. Article content The announcement marked the debut of a partnership between Visit California and Expedia that provides discounts of up to 25 per cent on over 1,000 California hotels, activities and attractions through a landing page made for Canadians. Article content Article content 'We wanted to say thank you to our Canadian friends for all they have given to California and let them know a warm welcome awaits when they are ready,' Beteta said.
Cision Canada
06-05-2025
- Business
- Cision Canada
California reaffirms love for Canadians through new tourism campaign featuring Expedia partnership delivering up to 25 percent in savings
SACRAMENTO, Calif., May 6, 2025 /CNW/ - California wouldn't be California without Canada. That's the ethos at the heart of a new campaign being launched today by Visit California to show Canadians how much they mean to the Golden State. The campaign rollout includes a new video from Visit California highlighting how important Canadians are to California and the debut of a partnership with Expedia that provides discounts of up to 25% on over 1,000 California hotels, activities and attractions through a landing page made for Canadians. Last year alone, California welcomed over 1.8 million Canadians to 'The Ultimate Playground,' a state built on inclusivity, and with an endless variety of activities for its northern neighbours to explore. While economic headwinds and a focus on Canadian domestic travel have understandably impacted travel habits, Visit California's message for Canadians is simple: you are missed, you are deeply valued, and you're always welcome in California. "Canadians are important to California – contributing to our culture, our economy and our tourism industry," said Caroline Beteta, president & CEO of Visit California. "Through a cinematic tribute and the Expedia partnership we're launching today, we wanted to say thank you to our Canadian friends for all they have given to California and let them know a warm welcome awaits when they are ready." Today's announcement follows a recent statement from California Governor Gavin Newsom encouraging Canadians to visit California to take advantage of everything the state has to offer. Last month, Newsom and Beteta also co-hosted an industry town hall with more than 1,000 attendees to address the importance of the relationship between California and Canada, two destinations that have historically been deeply connected through shared values and cultural affinity. Canadians can view the new video on the Visit California website and visit Expedia's new California Loves Canada campaign landing page to tap into significant travel discounts across the state. Visit California is a nonprofit organization with a mission to develop and maintain marketing programs – in partnership with the state's travel industry – that keep California top-of-mind as a premier travel destination. For more information about Visit California and for a free California Official State Visitor's Guide, go to For story ideas, media information, downloadable images, video and more, go to
