With the spring and summer travel season approaching, San Diego is launching a $15 million advertising initiative; however, this year China is a new player in this mix.
Last week, a crew finished shooting videos with two Mandarin-speaking hosts highlighting attractions that would be a hit with Chinese tourists: Balboa Park, the USS Midway, Mission Beach, Liberty Station and Chicano Park.
While San Diego is responsible for a fraction of the 1.4 million Chinese who visited California in 2017, the San Diego Tourism Authority believes that it can capitalize on a booming market that is already No. 1 in the state for overseas visitors.
Hainan Airlines, China’s largest private airline, recently announced that it will be flying nonstop between Beijing and Tijuana from late March this year.
Joe Terzi, CEO of the Tourism Authority said, “We’ve identified China for the last several years to be the next international market. It also made sense, though, for us to do this (marketing) with this flight starting three days a week. We are getting Chinese visitation to San Diego but it’s more day trips from L.A., and the intent is to give people flying to California a reason to come to San Diego and stay overnight and not just come down in a bus for two hours.”
The Tourism Authority of San Diego will spend $20 million on advertising throughout the year, about $3 million more than last year. The China campaign is included in this, along with additional allocations for Balboa Park and marketing in Los Angeles.
The marketing initiative in China is part of a $3 million advertising partnership with Brand USA, the tourism marketing organization for the U.S. The partnership also will cover advertising campaigns in Germany, Canada and the United Kingdom. Brand USA also has developed its own website in China promoting U.S. destinations
By Latifa Zenaina