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CALIFORNIA AND BRITAIN BOTH TO BENEFIT FROM ROYAL VISIT
Thriving
tourism and cultural exports between U.S. and U.K. boosted by Duke and Duchess
of Cambridge’s three days in California
What’s good for Britain is great for California – and vice versa. Together, the California Travel & Tourism Commission (CTTC) and VisitBritain, the national tourism agency for London, England, Scotland and Wales, predict positive gains in tourism and cultural exchange directly connected to the Duke and Duchess of Cambridge’s California visit July 8-10.
“We are honored and delighted that California has the opportunity to welcome the royal couple to the United States,” said Caroline Beteta, CTTC President & CEO. “We consider the Duke and Duchess’s visit a true hallmark, once-in-a-generation event that will benefit the state with a halo effect for years to come. Their visit also highlights the enduring positive relationship our state has enjoyed with U.K. travelers.”
As California’s top overseas market, travelers from the U.K. have a substantial impact on the state’s economy. In 2010, 683,000 visitors came from the U.K. to California, spending $688 million. CTTC invests one third of its annual international marketing budget in the U.K.—$6 million—to fund broadcast, outdoor, print and online advertising campaigns, as well as travel trade and media relations. A special three-week campaign inspired by the royal visit is currently running in the U.K., including a “Royal California Holiday” consumer sweepstakes.
While the Duke and Duchess’s visit will contribute to putting California top-of-mind for U.K. travelers, their California itinerary was designed to promote British trade interests, including the entertainment and tourism industries.
Karen Clarkson, VisitBritain’s Vice President, North America, said, “We are excited that the Duke and Duchess of Cambridge will visit California later this week. Their popularity in the U.S. helps to keep the spotlight on Britain and showcase all of the exciting reasons why Americans should visit now. The U.K. offers travelers choice, value and unforgettable experiences, rooted in our rich history, heritage, arts, culture and sporting traditions.”
According to VisitBritain, the U.S. remains the most valuable market for inbound tourism. Last year Americans made 2.7 million visits collectively spending approximately $3.2 billion in the U.K. The U.S. ranked third in terms of arrivals to the U.K. in 2010, but remains most valuable in terms of spending. In particular, California remains the most valuable, while New York is the number one state in terms of volume.
Efforts to reinvigorate the U.S. market are a priority for VisitBritain. Its four-year, £100 million marketing program, which is taking advantage of the recent Royal Wedding, next year’s Diamond Jubilee and London 2012 Olympic Games, looks to encourage Americans to visit Britain now and celebrate its culture and heritage. Feedback from VisitBritain’s recent travel industry panels in the U.S. have been positive, showing increased bookings, and more capacity on air routes to the U.K. California in particular, is a major U.S. gateway that is well served, with daily non-stop flights between Britain and San Francisco, Los Angeles and San Diego.
Details of California’s “Royal Summer” campaign, including hotel packages inspired by Will and Kate’s visit, are available on visitcalifornia.com/RoyalSummer. Visitors traveling to Britain for a “Royal Summer” and beyond can find travel planning tips, attractions, sites and tours with royal connections on visitbritain.us.
CTTC Media Contacts
Shannon Brooks, PR Manager (International) sbrooks@visitcalifornia.com
Jennifer Sweeney, PR Manager (U.S. & Canada) jsweeney@visitcalifornia.com
For more information contact:
About VisitBritain
• Americans made 2.7 million visits to the UK in 2010 and spent US $3.2 billion (GBP £2.1 billion) – placing them in the UK’s top three most important markets for visitors. Britain remains Americans’ favorite long-haul destination. The US remains top spot in terms of market value for inbound tourism.
• VisitBritain, the national tourism agency, is responsible for inspiring the world to explore Britain and for developing the UK’s visitor economy.
• Visitors traveling to Britain can find out more information from visitbritain.us plus purchase money and time saving local transport, sightseeing, attraction, theatre and tour tickets from visitbritainshop.us.
• Follow us on Twitter @VisitBritain and Facebook: LoveUK & LoveUK Film & TV