Redesigning Welcome Mat to Project Area’s Depth, Diversity to World : Economy: Industry leaders will form game plan at tourism summit.

Ever since Walt Disney transformed some Anaheim orange groves into the Happiest Place on Earth, Orange County has happily profited from being one of the top tourist destinations in the United States, if not the world.

Last year, Orange County attracted 38 million visitors who pumped an estimated $4.8 billion into local coffers, helping to employ more than 125,000 people--a tremendous economic payoff from an industry with few negative side effects.

It is no secret, however, that our tourism industry has struggled these past few years as a number of unanticipated forces--economic, environmental and social--have conspired to keep visitors away and revenues down. Additionally, we are facing new, unprecedented competition for the tourist dollar from nearby destinations that have dramatically stepped up their efforts to capture a larger share of this lucrative market.

While it is easy to identify the various reasons why tourism has faltered, it is much more challenging to identify ways to restore the strength and vigor that has made it a consistent growth industry.

In an effort to address this concern, County Supervisor William G. Steiner, Anaheim Mayor Tom Daly and I have proposed a tourism summit next Friday to bring together more than 30 key leaders in the industry. Our goal is to focus not only on ways to expand existing tourism ventures, but also to devise new strategies that will showcase and benefit all of Orange County.

Until now, Orange County’s tourism industry has largely been shaped by the efforts of a handful of visitors and convention bureaus as well as various local chambers of commerce and city offices. Although these entities have been highly successful at marketing specific attractions, destinations and locations within Orange County, we need to take a broader marketing approach to include all that our unique community has to offer.

Orange County is not only Disneyland and Knott’s Berry Farm. It stretches from the La Habra Children’s Museum to the Mission San Juan Capistrano, from the Richard Nixon Library & Birthplace in Yorba Linda to the Huntington Beach Pier, from our picturesque coastline to our idyllic mountains. It is home to world-class art and theater centers, luxurious hotels, fine restaurants and convenient shopping.

To fully project the depth and diversity of our attractions, we need to coordinate our marketing efforts on a countywide level to position Orange County as the complete tourist and convention destination; one that is sharply distinct from, yet complimentary to, our neighbors in Los Angeles and San Diego.

Simply put, we have plenty of reasons why visitors should stay longer and spend more dollars in Orange County; we just have to make sure the rest of the world knows about them.

This concept seems to have struck a chord. Since announcing plans for the summit, dozens of representatives in our local tourism community have called or written to pledge their support and commitment for a more regional, cohesive undertaking.

Specific ideas are already being offered. Among them: establishing a countywide tourism council, developing cross promotions among existing tourist attractions and creating a task force to help sell major conventions. These ideas, and more like them, should make for productive discussion when presented at the summit.

And where will this tourism summit eventually lead? Frankly, we’re counting on the industry experts to point the way. For while we believe government can provide the framework for this new endeavor, it is the private sector that ultimately must show the desire and chart the course.

Tourism is referred to as a “clean industry” because it creates tremendous economic benefit with little harmful impact on quality of life. Now, we are poised to renew tourism’s vitality with a coordinated, cooperative, and regional effort to ensure that all of Orange County reaps its substantial rewards.