Sonora, CA…To reach aggressive visitor attendance goals in 2018, the Tuolumne County Visitors Bureau, the area’s destination marketing organization, has taken some bold steps, including international outreach in public relations and tourism, addition of staff, credentialed assessment of County for tourism growth, and new marketing programs. One major effort is to expand visitation year-round to Tuolumne County, as well as promote its lesser-known assets. A renewed focus will promote meeting space and group activities that can take place in the shoulder season and mid-week. “Tourism numbers continue to increase year over year but there are definitely times when we’d like to see more visitors,” stated Lisa Mayo, TCVB Executive Director. “Creating programming and messaging which focuses on assets beyond tourist favorites should increase overnight stays through the year when our lodging partners have occupancy.” Joining the TCVB Team to help with this effort is Katie Kirkland, Communications and Tourism Manager. Kirkland will also be handling public relations outreach in California and beyond.

International travelers to California provide a base of visitors who travel in off-peak times to take advantage of seasonal rates and better availability. With that in mind, along with new direct flights from London to Oakland International Airport, the TCVB has retained the services of Black Diamond, a marketing agency based in the United Kingdom to help the TCVB navigate the UK and Ireland markets, which are the number one international market for the County. “Collaborating with Black Diamond will help the TCVB to focus in the right cities within the UK and Ireland including working with key media and tour operators to increase visitation to Tuolumne County,” said Mayo. Black Diamond’s clients include San Francisco Travel Association, a key feeder market for Yosemite and the County, Visit California, Visit Santa Barbara and Visit West Hollywood, as well as destinations outside California.

In February, the Tuolumne County Visitor Bureau will conduct a DestinationNEXT assessment to provide a tourism and growth road map for the future. The process will include a survey to TVCB Members, City and County Leaders, regional partners and vendors. It will provide insight into the state of tourism, gage local support for the tourism industry and determine opportunities to expand tourism within Tuolumne County. DestinationNEXT is a tool created and implemented by Destinations International, whose goal is to work with destinations to drive economic impact, job creation, community sustainability and quality of life through travel.

Also new in 2018 is an updated Matching Marketing Funds/Sponsorship Program, creating a formal avenue for the TCVB to financially support local events or other tourism marketing activities being promoted by local organizations. In this effort marketing dollars are leveraged to further promote Tuolumne County’s tourism industry. Those interested may inquire for more details by calling the TCVB at 209-533-4420 or emailing Lisa Mayo, Executive Director: lisa@gotuolumne.com.

Additional marketing projects in play for 2018 include the creation of the first Tuolumne County condensed Vacation Planner printed in English plus French, German, Spanish, and Mandarin, validation of the County’s international reach, a new blog on VisitTuolumne.com; a partnership with Thomas Cooke and Visit California, virtual reality technology, 360-degree photography and film production outreach. The CVB is also a sponsor of the Wild West Bass Trail Tournament which is set to take place at Don Pedro Reservoir March 2-4, 2018. That event is expected to bring nearly 200 bass anglers and their families to Tuolumne County over several days.

Last year the Bureau relocated its main Visitor Center in Sonora to 193 S. Washington Street. “Now we are in the middle of town where both visitors and locals shop and dine. It has been rewarding to see how many residents come in, say hello, and get maps, materials and ideas on things to do for their incoming guests” said Mayo. “We invite everyone to stop in.”

The Tuolumne County Visitors Bureau is the Destination Marketing Organization for Tuolumne County. The TCVB is a non-profit association funded through a portion of the transient occupancy tax collected by lodging establishments within the County. In 2016, travel spending in Tuolumne County was $230 million, an increase of $9 million from the previous year. Travel spending generated $7.6 million in local tax receipts that same year and employed nearly 4,000 people.

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