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Industry Briefs
Tourism Agreement Between California And Mexico Promises Economic Benefits

Visit California
recently announced the new Memorandum of Understanding (MOU) with the Secretariet of Tourism of the United Mexican States Claudia Ruiz Massieu and Visit California Chairman Mike Rossi, also special advisor to California Governor Edmund G. Brown Jr., to recognize and increase the important tourism link between California and Mexico. Governor Brown witnessed the signing of the agreement as well as President of Mexico Enrique Peña Nieto during an official visit to Sacramento, Calif. on August 27.

"This is an exciting win-win tourism partnership for both California and Mexico," said Visit California President and CEO Caroline Beteta. "For California, Mexico is the largest source of international visitors, with 7.4 million visitors in 2013 contributing $2.9 billion to California's economy. This is a smart partnership that will set us up for ongoing economic success."

The agreement calls on California and Mexico to develop tourism promotion incentives to increase travel between California and Mexico and specifically highlights the important value tourism and travel provides as an economic engine.  It also encourages members of the tourism industry in both nations to exchange experiences, statistics and other information for the mutual benefit of the tourism sector on both sides of the border.

As part of Governor Brown's Trade and Investment Mission to Mexico this summer, Visit California announced an innovative campaign with AeroMexico airlines to invite Mexican consumers to book their dream vacation by air to the Golden State. The campaign promises to provide significant returns to California's economy as visitors from Mexico by air spent an average of $1003 per visit last year.  Visit California launched a $1 million marketing campaign this spring in Mexico to drive summer bookings, including Visit California's first broadcast advertising in Mexico inviting consumers to "come to California and dream big too."  Visit California anticipates that air arrivals from Mexico to California will increase by 19 percent from 2013 to 2016.

Photo courtesy of the Governor's Press Office: With California Governor Jerry Brown, President of Mexico Enrique Peña Nieto and Visit California President and CEO Caroline Beteta; Secretary of Tourism of The United Mexican States Claudia Ruiz Massieu, and Visit California Chairman Mike Rossi sign an MOU on the California-Mexico tourism economy. August 27, 2014