Area Studies:

California Tourist Business

Global Tourism & Communication

Day 3

Agenda

• Warm-Up Discussion
• Tourism Industry
• Reasons
• Facts & Figures
• Covid Awareness
• Group Discussion & Activity

Objectives:

• Investigate data about California’s tourism industry
• Recognize travel related services and attractions
• Learn how the tourism industry adapted to COVID-related challenges

California Commercials

Activity: Warm-up Discussions

Discuss the questions. It is okay if you do not get to all of the questions.

• What landmarks did you see in the commercials?
• Which California commercial was more convincing for you? Explain.
• If you were to make a commercial encouraging people to visit Japan, what 5 places or activities would you include?

Pick 1 person in your group to share something.

Tourism in California

California’s Economy

• Largest of any U.S. state
• Leader in the export of goods, manufacture of computers and electronics, aerospace, film and television, agriculture, and viticulture
• Tourism is (typically) a consistent source of income.

Why Visit California?

• Many Things to Do
• Well-known Attractions
• Good Climate All Year
• Comfortable Accommodations
• Shopping
• Diversity

What makes up tourism?

• Hotels
• Attractions
• Restaurants
• Retail Stores
• Transportation

• Travel Agents
• Tour Companies
• Gas Stations
• Travel Insurance
• Other Services

What year was the lowest? Why?

Tourist-Related Spending

• Travel-related spending grew to $100.2 billion in 2021, a 46.3% increase from 2020.
• In 2019, $144 billion in travel-related spending
• In 2021, spending was down 30.9% from 2019.
• Travel-related spending is expected to reach pre-Covid levels in 2023.

Which segment generated the most spending?

Tourist-Related Jobs & Covid

• Workforce grew by an average 3.2% percent each year between 2009-2019.
• In 2019, the travel industry provided nearly 1.2 million jobs.
• More than 613,000 tourism jobs (50%) were lost due to Covid.

Tourist-Related Jobs Since Covid

• In 2021, the travel industry provided nearly 927,000 jobs.
• That is a 6.4% increase from 2020, but still down 21.2% from 2019.

Activity: Covid & Tourism Discussions

Discuss the questions. It is okay if you do not get to all of the questions.

• How did Covid affect tourism in Japan?
• How did business adapt to Covid in order to still make a profit?

Pick 1 person in your group to share something.

How Business Adapted

• Restaurants set up outdoor dining areas on the street
• Businesses limited the number of people who enter or take reservations
• Delivery or curbside pick up
• Online shopping
• Working from home

Tourism in San Diego

San Diego’s Economy

• San Diego’s GDP is $206.8 billion
• If a state, the 26th largest economy in the U.S.
• Economy made up of three major sectors: defense, tourism, and innovation.

Which segment generated the most spending?

Activity: Tourism

Homework Assignment:

Create a post about tourism in Japan.

Answer only 1 of the following questions:

• How much money does tourism bring to Japan annually? What are the largest industries of Japanese tourism?
• How did Covid affect tourism in Japan? What did business do? Have they recovered?

Post to Forum on the Cougar Course

Modern San Diego

• What landmarks did you see?
• Did you see anything else that interested you?

Activity: Create a Speech

• Go to the “CA Tourist Attractions” Handout.
• There are 7 attractions. Each group will be assigned 1 attraction.
• You need to create a quick (20-30 seconds) informative speech about your attraction.
• There are questions to help you brainstorm.

Pick 1 person in your group to share the speech.

Activity: Connection to Appeals Discussions

Discuss the questions. It is okay if you do not get to all of the questions.

• To what does ethos appeal? To what does pathos appeal? To what does logos appeal?
• How would you convince someone to visit California or San Diego? What would you say? What appeal would you use?

Create a quick (20-30 seconds) speech about San Diego or California.

Pick 1 person in your group to share the speech.