Travel Firms Approve New Marketing Plan

California’s travel and tourism businesses have approved a marketing plan to provide about $5 million in additional funds to promote the state as a travel destination, state officials reported. The decision “makes California the first state in the nation to utilize industry-elected assessments to partially fund tourism marketing activities,” said state Trade and Commerce Secretary Lee Grissom. The marketing referendum, following a formula that had been approved by the industry, was conducted by mail from Sept. 4-24. It was approved by nearly 70% of respondents from more than 1,350 companies, the agency said. The vote means the promotional budget will rise to about $12.3 million from the $7.3 million already provided in state money. Each company will pay a $450 annual assessment for the fund. The vote also set up an industry commission to decide how to spend the money.