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Go to California's Caroline Beteta Appointed to US Dept. of Commerce Journey and Tourism Advisory

WHY IT RATES: Beteta is the one West Coast consultant on the committee. —Janeen Christoff, TravelPulse Senior Author


Go to California president and CEO Caroline Beteta is one among 9 new appointments to the U.S. Division of Commerce Journey and Tourism Advisory Board, and the one West Coast vacation spot advertising and marketing group consultant included amongst the esteemed nationwide management.

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Given her breadth of expertise on the state and nationwide stage, Beteta was tapped by Secretary Gina M. Raimondo to supply recommendation and counsel on points affecting the American journey and tourism business because it recovers from harm wrought by the COVID-19 pandemic, which devastated the sector at charges 10 occasions what was seen following the Sept. 11, 2001 terrorist assaults.

“I’m humbled and honored to characterize California’s world-class tourism sector as a board member at such a pivotal second for our business,” Go to California President and CEO Caroline Beteta stated. “Our nation’s management delivered essential help for journey companies all through the pandemic, and I’m dedicated to serving nevertheless I can to make sure a path ahead for tourism in the USA.”

Beteta has served on the helm of Go to California for greater than 30 years, overseeing the worldwide advertising and marketing program for the nation’s No. 1 tourism vacation spot. Go to California’s efforts grew California’s journey business for 10 consecutive years pre-pandemic: In 2019, California’s tourism economic system surpassed $145 billion and supported jobs for 1.1 million Californians.

Returning to these ranges of customer spending within the state is forecasted to take 4 years, although the group has proposed a strong layered marketing campaign to expedite the restoration timeline, encourage Californians to discover their dwelling state and help the 20,000 companies which might be wanting to welcome guests again as California reopens to journey.


SOURCE: Go to California press launch.

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