As 2023 begins, we are excited to kick off our new partnership with Finn Partners, our new U.K. representation agency, focusing on new concepts such as a "Meet the Storytellers" theme training webinar, an Airstream activation, and better alignment between PR and trade activities. We are also in the final interview stages for the open position of Tourism Development Manager – USA & Mexico and preparing to share our updated program of work to provide partners an opportunity to join us on missions and events, both in the U.S. and abroad.
Preliminary, year-end data suggest leisure demand remained strong in 2022, continuing to out-perform 2019 levels, especially in the first, second, and fourth quarters. However, a lower performing summer correlates with the United States' still recovering international inbound travel segment. In addition, with an impressive year-over-year ADR growth of 23% along with an ever-increasing group occupancy percentage, we will implement market-specific strategies to ensure we are properly aligned with the international recovery and continue to build strong relationships with key domestic advisors via in-person visits, activations with advisor associations, and customized destination trainings.
In November and December of 2022, the holidays did not interfere with Tourism Development’s travel and client activity. Internationally, we interacted with key European clients during Visit California’s Sales & Media Mission while also attending the Travel Counsellors Annual Conference and World Travel Market in London. Our German office traveled to Frankfurt and Düsseldorf, meeting clients at Visit USA Germany events while our office in France conducted destination trainings at the Salon des Grand Voyages event in Paris. Complementing these in-person events was our participation in Brand USA’s European Virtual Show. In Asia Pacific, our office in Australia met with dozens of travel executives via sales calls and attending Brand USA’s Thanksgiving Dinner in Sydney while project work with Visit California’s offices in Japan and India allowed us to promote the destination with small campaigns, trainings, and e-newsletters.
Closer to home, we enjoyed a successful mission to New York with our partners from La Quinta Resort, JW Marriott Desert Springs, and the Renaissance Esmeralda, where we met with important travel advisors through office visits by hosting events with AWTA and ASTA. Advisors from Southern California traveled to Greater Palm Springs for monthly Desert Prost luncheons providing us an opportunity to provide destination updates and continue enhancing these key relationships.
Travel in November and December was not a one-way street, as we also hosted 45 travel advisors from France for the Assurever Trophy, which rewarded some of France’s top travel agents. Below is a video recap of the group's visit provided by Assurever.
Product managers from some of Germany’s main tour operators also visited during December, and we also began exploring potential MICE programs from the U.K. by hosting influential agency representatives.
If you have any questions about Tourism Development, please contact:
Gary Orfield, Director of Tourism Development
email@example.com | 760.969.1335
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