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California Tourism Insights: Trends, Forecasts, and Impact

Discover the latest California tourism trends and forecasts for 2009-2010. Gain insights into the economic impact, visitor spending, air traffic changes, and employment shifts. Learn about domestic and international tourism outlooks, including forecasted growth and market expenditures. Stay informed on lodging trends, occupancy rates, and room rates across urban and rural regions. Explore the signs to identify a no-frills airline. Visit tourism.visitcalifornia.com/research for more information.

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California Tourism Insights: Trends, Forecasts, and Impact

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  1. 2009-2010 California Tourism Outlook Dan MishellDirector, ResearchCalifornia Travel & Tourism Commission October 30, 2009

  2. Tourism Impact California Overview

  3. $97.6 Billion Spending in 2008 CA Travel and Tourism Basics In-State: 49% Out-of-state: 32% Int’l: 19% Source: Dean Runyan and Associates

  4. . Domestic Markets • 72% of domestic travel is in-state travel • Nearly 2/3 of out-of-state leisure travel comes from nine key states WA OR NV UT AZ NM TX IL NY Source: TNS TravelsAmerica, 2008

  5. UK Ger/Aus/Switz Japan Aust/NZ International Markets • 83 percent of California’s foreign visitors comes from seven international markets Canada So. Korea Mexico Source: OTTI; CIC Research Inc.; California Tourism Research

  6. California Visitor Spending, by Segment 2008 (In Billions) Source: California Travel Impacts by County, Dean Runyan Assoc., March 2008; CTTC Research

  7. Travel Indicators2009 Year to Date

  8. California Lodging Inventory

  9. CA Hotel Occupancy • Occupancy declines abating throughout 2009 Source: Smith Travel Research

  10. CA Hotel Average Room Rate • But room rate declines have increased Source: Smith Travel Research

  11. 2009 Year to Date - Lodging • Rural regions are performing better than urban centers Source: Smith Travel Research

  12. 2009 Year to Date - Lodging • California revenue per available room is off 22% from 2008 • California is down more than the US as a whole, though other regions are worse off

  13. Air Traffic- Year over Year Change • Declines in domestic air traffic led the slump, but international traffic declines have outpaced domestic declines since December Source: Individual airports

  14. Domestic Inbound Air Traffic - Year over Year Change

  15. International Inbound Air Traffic - Year over Year Change

  16. 2009 Year to Date - Employment • Declines in leisure & hospitality employment mirror those of all industries combined • Flattening of declines in July and August for tourism could signal emerging stability Source: Smith Travel Research

  17. Domestic Tourism: Outlook

  18. California Domestic Forecast 20092010 Total -3.6% 2.0% Leisure -3.0% 1.9% Business -6.6% 2.2%

  19. California Domestic Forecast 20092010 Total -3.6% 2.0% Drive -3.8% 2.3% Fly -5.8% 1.4% Day -0.2% 2.3% Overnight -6.5% 1.7% Paid -7.9% 2.1% Non-paid -2.4% 0.9%

  20. Growth by Origin Markets

  21. International Tourism: Outlook

  22. California International Forecast 20092010 Total -10.2% 3.7% Overseas -9.9% 1.3% Mexico -11.0% 5.7% Canada -6.9% 3.3% Source: Tourism Economics

  23. California International Forecast

  24. Growth by Origin Markets

  25. California Expenditures Forecast

  26. Signs You’ve Chosen a No Frills Airline • You see a man with a gun, but he’s demanding to be let off the plane • You ask the Captain how often their planes crash and he says, "Just once" • The Captain yells at the ground crew to get the cows off the runway • The Captain asks all the passengers to chip in a little for gas • You can’t board the plane unless you have the exact change

  27. tourism.visitcalifornia.com/research

  28. THANK YOU! 2009-2010 California Tourism Outlook October 30, 2009

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