VISIT CALIFORNIA JOINS BRAND USA INDIA MISSION
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Visit California joined Brand USA for its annual India Mission, marking the Golden State’s sixth consecutive year of participation. The 2014 India Mission promoted increased travel to California and the United States through meetings between California delegates and Indian tour operators, hospitality professionals, travel agents and members of the media. The mission included the three metro cities of Bengaluru, Mumbai and New Delhi.
“Visit California is committed to the Indian market, and Brand USA’s annual mission enables us to nurture the invaluable relationships we’ve established over the past six years with our travel trade partners. The impressive 26 per cent growth in visitors from India last year is a testament to the power of partnership and our ongoing collaboration with the Indian travel industry,” said Caroline Beteta, President and CEO, Visit California.
A record high number of Indian visitors to California in 2013 made the Golden State one of the most preferred destinations for Indian travelers to the US. Accounting for 28 per cent market share of Indian visitors to the US, 240,000 Indians visited California in 2013 – an increase of 26 per cent over 2012. Indian visitor arrivals are forecasted to grow by another 14 per cent in 2014 with 339,000 projected arrivals by 2017. Indian visitors’ average length of stay in California is 21 days.
Visit California has been highly active in the Indian market and has organised a range of educational and outreach programs for the Indian travel trade and media since opening an office in 2008. Driven by the core strategy of promoting “The Gateways and Beyond,” Visit California highlights the magnificent tourism product and natural attractions of the state both in the major gateway cities and beyond.
In the fiscal year 2013-2014, Visit California conducted nine educational programs in the major metro cities and tier two cities of India. Additionally, for the first time ever, Visit California conducted a webinar training program for agencies located in smaller cities and towns across India. The online training program “California Expert” introduced for educating frontline travel agency staff has also been a tremendous success with over 1,466 agents across India having successfully become “California Experts”. Visit California also organised familiarisation trips for travel agents and the media to showcase unique destinations in the state.