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Needless to say, California as a destination sells itself. But with growing competition from other sunny vacation rivals, America's No. 1 tourism spot has in recent years been enlisting advertising help from high-profile residents like Arnold Schwarzenegger, David Beckham, Rob Lowe, Kim Kardashian and Betty White to entice travelers. It's been one of the industry's most-high profile tourism accounts—fun, inspirational and moneyed. In the current agency review, the state plans to spend up to $26 million a year on marketing.
That amount could increase if the California Travel and Tourism Commission receives a requested increase in funds that could double its annual operating budget to $100 million.
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