Annual See America Promotion Draws Enormous Interest in Sydney

Tourism is worth US$88 billion to California’s economy and Australia generated more than US$300 million of this amount, Glenda Taylor, Director, International & Domestic Trade, California Travel & Tourism Committee, said yesterday during a media marketplace, press conference and luncheon for See America. 

Organised in Sydney at the Amora Hotel, the event was part of the organisation’s annual multi city USA travel and tourism educational, marketing and promotional campaign in Australia.

Australia is the 7^th largest international market for California with some 313,000 arrivals in 2005, Ms Taylor said.

She went on to reveal the new “California Find Yourself Here” logo during the screening of a new DVD.  She said that the new website www.visitcalifornia.com which was launched late last year has had a strong response from the travel industry as well as consumers.

California’s increased promotional budget of US$25 million means that the projection of the state’s unique culture and diversity will be much stronger in Australia this year, she said.

California has four marketing and promotion offices in the world including a solid presence in Australia through its Sydney office which is represented by Gate 7 headed by Jo Palmer.

In keeping with the tradition for the annual USA promotion to have a theme this year the event is centred on fashion and shopping, said Ms Palmer.

Shopping is at the top of the list for Australians visiting the USA.  And there’s plenty to keep them busy with more than 50,000 shopping malls spread across the length and breadth of the country, she added.

In addition to her senior role in promoting California in Australia, Ms Palmer is also the national president of the See America group.

This volunteer organisation with 61 Australian members and 54 members in the USA is designed to provide motivational and educational support for the travel industry in Australia who sell US tour product.

More than 450,000 Australians visited the USA in 2006.  Australians stay longer and spend more money than any other long haul market, said Mark Sheehan, Board Member, See America.

He added that the dedicated website www.seeamerica.com.au has proven to be very popular with agents and consumers alike as “it’s a very comprehensive travel resource.”

Some 35 tourism and travel professionals with interests in US tourism attended this year’s “annual multi city sweep through Australia to introduce new product and update agents and media about new developments”, said Mr Sheehan.

In commenting on recently launched products in Seattle, Brad Jones, Director Tourism Development, UK, Europe & Australia, Seattle Convention and Visitors Bureau, said that the city’s new US$85 million Sculpture Park has created world interest. 

[Pictured: Brad Jones, Seattle Convention and Visitors Bureau, says the cultured city has much to offer Australian visitors and “it’s a sophisticated cruise hub, as well”.]

This facility is affiliated to the renowned Seattle Art Museum which is reopening after an 18 month upgrade.

Another big event for Seattle during 2007 is the 100^th anniversary of Pike Place, one of the oldest farmer’s markets in the USA.  Located in the heart of Seattle, this city icon has all local shops – no chain stores – except for the original Starbucks, he said.

Australia is the third or fourth largest market for Seattle.  “It’s a very accessible city” with flights via Hawaii, Los Angeles and Vancouver, he said.

Australians wishing to bypass these centres can utilise the regular flight services of EVA Air and China Airlines and fly from several centres in Australia via Taipei and straight on to Seattle, he said.

Other than the numerous attractions of Seattle, the city is also a major gateway to Alaska.  There are 191 cruise departures for Alaska leaving Seattle this year, he added.

Cathinka Paus Manrique, Tourism Sales Manager, San Francisco Convention & Visitors Bureau, said that Australia is in third place as a foreign market for the city by the bay.

In recent times there has been an increased emphasis on family friendly venues in San Francisco, she said.

The city, however, is also gaining an enviable reputation as the city of museums with the number of world class collections heading to the level of that found in New York City.  That’s quite an achievement for a city of just 750,000 people, she added.

[Pictured: Glenda Taylor, California Travel & Tourism Commission, (left) and Françoise Legrand, Account Manager, Australia and New Zealand, Tourism California, Gate 7, are upbeat about the surge in Australian arrivals to California.]

Meanwhile, Anaheim is gearing up to host the Travel Association of America’s major annual trade show, the 39^th International Pow Wow, from April 21 – 25.  We expect more than 5000 travel industry personnel to attend, said Chris Nuccio, Manager, Tourism Development, Anaheim Orange County Visitors & Convention Bureau.

Celebrating its 150^th anniversary in 2007, Anaheim welcomed a number of recent developments and is anticipating the opening of the Anaheim GardenWalk later this year.

The unique outdoor shopping and dining experience set in a series of landscaped garden walkways is located opposite the main entrance to Disneyland.

It’s a complimentary facility that will entice Australians to stay an extra day in Anaheim, said Ms Nuccio.

Report by Thomas E. King, TravelMole’s Travel & Lifestyle Editor