Dear Industry Partners,
If you’re like me, your email inbox has been inundated with notices for webinars offering research insights and roadmaps to guide post-coronavirus economic recovery in the travel industry.
“Knowledge is power” goes the axiom, and Visit California’s research team monitors and evaluates multiple data perspectives every day.
It is more critical than ever to consume data that gives us a better understanding of the breadth of the health crisis, the extent and impact of economic disruption across the globe, and the sentiment of travelers who, with their dreams and pocketbooks, will lead the comeback.
All three components will inform Visit California’s strategy for navigating this crisis.
Here are some initial perspectives, keeping in mind the fluidity of the situation.
- This is a public health crisis, so all decisions and actions must follow the lead from public health officials ending stay-at-home restrictions and re-opening businesses.
- How well individual California communities and the rest of the nation control future infections or flareups will shape what recovery looks like.
- The industry needs to be prepared for what may be a slow, tentative and jagged recovery. Visit California’s plans must have the flexibility to react to conditions that continue to evolve.
- Returning to normal tourism activity may take multiple years. Tourism Economics projects a 51 percent drop in room demand in 2020 from 2019. A rebound will come in 2021, but still fall about 11 percent below 2019 levels.
- Nationwide, the conversion of some 50 million international trips to domestic drive destinations is a huge opportunity for California.
- Regional leisure travel will respond quickly as consumers become comfortable and look to satisfy pent-up demand by taking road trips.
Dream With Us
Visit California’s creative team has developed a lovely reminder about the wonders of California we’re all missing right now. “Dream With Us” debuted on social channels last week. Please share to let the world know we’ll be ready when they are.
As always, thank you for your support and resilience during this time.
President & CEO
Be sure to complete the COVID-19 business impact survey to help our industry fight for the relief it needs to survive this crisis.