Posted on: Saturday, December 1, 2001

California asks residents to vacation in home state

By Jennifer Coleman
Associated Press

SACRAMENTO, Calif. — Californians these days are seeing dreamy, romantic TV commercials inviting them to visit ... California.

The ad campaign, with the theme "California: Find yourself here," marks the first time state tourism officials have run a promotion aimed at encouraging Californians to enjoy their own state.

The goal is to make up for the drop-off in international and out-of-state tourism attributed to the recession and the terrorist attacks.

Across the country, state and local officials are trying revive their tourism industries as travelers postpone or cancel travel plans.

New York has launched a star-studded campaign featuring Mayor Rudolph Giuliani and other natives such as Barbara Walters, Billy Crystal, Woody Allen and Robert DeNiro. Hawai'i has launched an advertising and marketing campaign with emergency financing. And the nation's capital is appealing to Americans' patriotism with a campaign with the theme "Be Inspired."

The first ad in the $5 million California campaign features images of couples walking on the beach at sunset and picnicking in the Napa Valley under the words "Find yourself ... laughing."

Immediately after the attacks, California saw a 50 percent drop in tourism. The numbers have climbed back somewhat since then but are still 10 percent lower than last year, said Norman Williams, assistant secretary of marketing for the California Technology, Trade and Commerce Agency.

"It's primarily in hotel reservations and attractions. A lot of it has to do with a fear of travel," Williams said.

The tourism industry is California's third largest-employer, with more than 1.1 million workers, and brings in about $75.4 billion a year.