San Diego’s Tourism Marketing Goes Dark


San_Diego-San_diego_panoramaBy: Dr. Lynn Reaser
Ongoing battles this year between the mayor and San Diego’s Tourism Authority have now transformed into a legal web of major complications.  The bottom line is that funds to market the region are likely to be withheld until at least next year.

Does San Diego need a sizable marketing budget or do the region’s beaches and weather speak for themselves?

Hotels and the tourist industry generally support the 2% surcharge added to hotel bills as an effective way to enhance the visibility of our region and to draw in visitors from around the country and from abroad.  They view this as more efficient than individually marketing the region and their own properties.  Most companies know that advertising and marketing are critical investments.  The methods to most effectively reach potential customers are constantly changing and there is no rigid formula for determining a marketing budget’s optimal size.

However, San Diego needs to be heard in a marketplace crowded with competitors vying for the traveler’s dollar.

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