Introduction

Tourism organizations today—particularly those which have been very successful—are re-thinking plans in order to shift from destination marketing to destination management. This decision often results from a growing understanding of the need to balance a successful visitor economy with other factors such as the quality of life for residents, impacts on the environment and increased demands on infrastructure.

Visit California has partnered with Coraggio Group to develop California’s first statewide Destination Stewardship Plan. The plan will provide a framework to ensure the ongoing vibrancy of California’s travel and tourism industry.

This survey is part of the discovery phase of the planning process and all insights will help shape the plan and ensure that the strategies developed are responsive to the industry’s needs. The survey will take approximately 10-15 minutes to complete and must be completed in one sitting. All responses will be sent directly to the project partner, Coraggio Group, and will be completely anonymous.

If you have any questions or concerns regarding the survey, please reach out to Visit California’s Director of Research, Heather Huckeba at hhuckeba@visitcalifornia.com or Coraggio’s project lead, Matthew Landkamer, at matthew@coraggiogroup.com.

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