California is turning its attention to enticing a significant portion of its overseas market, particularly German travelers. In an effort to draw in new and repeat visitors from Germany, the California Travel & Tourism Commission has revamped its website, www.visitcalifornia.de, to provide a more personalized and in-depth look at the state’s lifestyle and attractions. By catering to the specific needs and preferences of German travelers, the California Travel & Tourism Commission aims to increase the number of visitors from this key market and boost overall tourism revenues.
Target Market Analysis
- Germany is California’s fifth-largest overseas market, accounting for approximately 322,000 visitors in 2007 and generating an estimated US$355 million in revenue.
- German travelers tend to book their air tickets through travel agents, but their decisions on where to visit are largely influenced by online research.
- The California Travel & Tourism Commission’s expanded website aims to provide an engaging and informative resource that caters to the needs of German travelers.
Key Features of the Enhanced Website
* “Must-see” attractions and insider information on off-the-beaten-path destinations
* Trip ideas to help visualize vacations across the state
* A cleaner and more user-friendly design with deeper German content and information on basics such as visas and transportation
* Flight options and costs, as well as vacation packages that highlight value
Marketing Strategies
The California Travel & Tourism Commission has implemented a range of marketing strategies to attract German travelers and increase tourism revenues. These include:
* Expanding international marketing efforts by US$20 million, a 250% increase over 2006
* Providing customized information and a visually-exciting format that caters to German travelers
* Emphasizing the unique diversity and abundance of experiences that California offers
Benefits of the Enhanced Website
- Increased awareness and recognition of California as a premier travel destination
- Improved user experience and engagement with the website
- Enhanced understanding of the California lifestyle and culture
Statistics
| Number of German visitors to California in 2007 | 322,000 |
| Estimated revenue generated by German visitors in 2007 | US$355 million |
| US$ per day spent by German visitors in 2007 | US$95 |
| US$ per visitor spent in 2007 | US$1,102 |
About the California Travel & Tourism Commission
The California Travel & Tourism Commission is a non-profit organization with a mission to develop and maintain marketing programs that keep California top-of-mind as a premier travel destination. According to the CTTC, travel and tourism expenditures total US$96.7 billion annually in California, support jobs for 924,100 Californians, and generate US$5.8 billion in state and local tax revenues.
Getting Involved
For more information about the CTTC and for a free California Visitor’s Guide, visit www.VisitCalifornia.com.
“Germany, our fifth-largest overseas market, loves the California lifestyle, and research shows that although 49 percent of German travelers book their air tickets via travel agents, their decision on where to visit is made largely by Internet research,” said Caroline Beteta, president and CEO of the CTTC and chair of the US Travel Association.
California is a state with diverse landscapes and experiences, offering something for everyone. From the sun-kissed beaches of Southern California to the scenic mountains and forests of Northern California, visitors can explore the great outdoors, experience world-class cities, or enjoy the rich cultural heritage of the state.
Key Market: A market segment that provides significant revenue and growth opportunities for a business or organization. Target Audience: The specific group of people that a business or organization is trying to reach with its marketing efforts. Key Market Analysis: An analysis of the market segment that provides information on the size, growth potential, and characteristics of the market. California is a prime destination for German travelers due to its favorable exchange rate and unique diversity of experiences.
“Now is the time to keep reminding this important market about the great value California still represents, with the favorable exchange rate and unique diversity and abundance of experiences. This expanded web site is an engaging way to help German visitors fall in love or reconnect with California – with more customized information in a visually-exciting format that stays true to our valuable brand.”
“Despite a 34 percent increase in German travel to California in 2007, we cannot take any markets for granted in today’s economy. Now is the time to keep reminding this important market about the great value California still represents, with the favorable exchange rate and unique diversity and abundance of experiences.
