WInTeR 2015 California Hotel & Lodging Association 23 Tourism The “Dream Big Dividend’s” revised assessment rates will strengthen Visit California’s marketing programs. Despite being a tiny percentage of each customer transaction, the assessment has enormous value. It will fund advertising programs that will generate an additional 5 million trips every year in California—and the vast majority of those visitors will use paid accommodations. All accommodations businesses will benefit from the “Dream Big Dividend.” In fact, the accommodations segment will be the No. 1 beneficiary. Increased tourism marketing has the potential to more than double accommodations’ annual return to more than $4 billion.
CH & LA Winter 2015
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