New Travel Trade Show to Promote State
The Golden State will soon be home to the nation’s newest travel trade show--California Travel Market.
Set to debut April 24-27, 1997, in Sacramento, the show will focus on promoting, packaging and selling California destinations to international tour operators.
California Travel Market is a joint venture between the California Travel Industry Assn. (CalTIA) and the California Division of Tourism, organizations that are trying to bolster California’s sliding share of the international tourism market.
“There is a need and demand for California to do its own show,” said Gail Sutton, executive director of CalTIA. “This is an opportunity to showcase California to some of the top international travel buyers.”
Sutton said California Travel Market will focus specifically on new products centered around four themes: recreation, romance, nature and family fun. She said the show hopes to attract small and medium-size California travel businesses that lack the size and resources to get into the biggest national travel trade shows, such as the Discover America International Pow Wow, held earlier this year in Los Angeles.
Participation is limited to 150 to 200 exhibitors, but Sutton said that many travel vendors are teaming up with other businesses and visitors bureaus in their regions to do joint displays. About 150 international wholesalers and tour operators are expected to attend.
For more information, call CalTIA at (916) 443-3703.
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