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Visit California gathers tourism industry leaders to talk economic trends and growth opportunities

Feb 22, 2016

SAN FRANCISCO, CA – More than 500 leaders from California’s booming tourism industry are gathering this week in San Francisco for Visit California’s 2016 Outlook Forum. Visit California will use Outlook Forum to announce another record-setting year of growth in total visitor spending, job creation and tourism-generated tax revenue in 2015.

The discussions and breakout sessions at this annual event support California’s growing tourism economy.

“California is the number one travel destination in the United States,” said Caroline Beteta, president and CEO of Visit California. “We witnessed another record-setting year in 2015, and Outlook Forum ensures we remain top-of-mind as a premier travel destination.”

Visit California is a non-profit marketing organization that develops and maintains marketing programs to drive tourism to the state. These two days of dynamic programming allow Outlook Forum attendees to set program goals to continue growing a crucial pillar of California’s economy.

Representatives from Visit California’s 13 international offices will be in attendance to provide their unique perspectives and best practices on serving global travelers. Visit California is also tapping into the event’s proximity to Silicon Valley to bring in major brand pioneers from Facebook, Google and Instagram, coupled with global brands like REI and Ford. Engaging with such key innovators enables the tourism industry to strategize ways to remain at the forefront of groundbreaking, content-driven strategies and reach potential visitors.

Conference highlights and speakers include:

• On Monday, Andrew McEvoy, Managing Director of Life Media & Events at Fairfax Media Limited and former Managing Director of Tourism Australia, and David Goldstein, President & CEO of Destination Canada, will share their experiences managing successful tourism marketing campaigns on the global stage.

• On Monday, David Whitaker, Chief Marketing Officer at Brand USA, will discuss opportunities to partner with the official United States tourism marketing association.

• On Tuesday, Caroline Beteta, President & CEO of Visit California, will deliver the keynote address on how implementation of the Dream Big Dividend is allowing Visit California to scale up its marketing efforts. She will also share new economic data for 2015, which will highlight yet another year of growth and success for the tourism industry.

• On Tuesday, Gopi Kallayil, Chief Evangelist, Brand Marketing at Google, will provide tips on how to grow a consumer brand in the digital world.

• On Tuesday, Rachel Salberg, Global Curriculum Lead at Google Brand Lab; Chris Schraft, President, Branded Content and Native Advertising Sales at The Foundry at Time Inc.; Eric Oldrin, Creative Shop Lead at Instagram; and Christine Warner, U.S. Head of Industry, Travel at Facebook, will discuss how digital platforms can inspire a lifelong love for California that keeps travelers coming back.

Visit California gathers tourism industry leaders to talk economic trends and growth opportunities

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