The California Travel and Tourism Commission (CTTC) has announced that it aims to boost its number of long-haul, high-spending visitors this year through “aggressive marketing efforts.

Accompanied by nearly 170 industry partners, the commission will begin its campaign at the International Pow Wow trade show taking place in Orlando this month.

Caroline Beteta, president and chief executive of the CTTC, revealed that the promotional initiatives are being introduced to maintain the strong visitor numbers that have been forecast this year.

“We’re very encouraged by the preliminary figures showing international visits to California will increase 3.7 per cent in 2010, and even more in 2011, and we believe it’s more important than ever now to maintain our aggressive marketing efforts to stay ahead of the global recession curve,” she said.

International travellers tend to stay longer and spend more in California, so Pow Wow is an important opportunity to help us attract these high-value customers.

Popular cities in California include San Francisco, Los Angeles and San Diego, which are accessible via flights operated by American Airlines, British Airways, Continental Airlines and other carriers.