Tourism Initiative Spotlights Rural Attractions
Published Jul 09, 2008
The pedestrians-only Sundial Bridge over the Sacramento River in Redding lives up to its name when it casts a shadow.
Visitors to California flock to such famous spots as Disneyland, Hollywood, Yosemite National Park and the Golden Gate Bridge. But it’s a big state, and there’s much, much more to see.
Making sure people know that – and plan their California adventures accordingly – is the goal of the California Travel & Tourism Commission, which began a full-scale push into marketing the state’s hundreds of other destinations in 2007. The commission has developed a strategic plan for promoting the state’s diverse communities and their attractions, bringing in Jonelle Tannahill as its first rural tourism development manager.
“The commission wants to level the playing field between what we call the ‘Big 4’ destinations and our regional and rural areas,” Tannahill says, identifying the Big 4 as the gateways of Los Angeles, Orange County, San Diego and the San Francisco Bay Area. “The marketing is going to continue to be ‘Come to California,’ but now other areas of the state will be showcased, both for first-time and return visitors.”
The plan targets eight large areas of the state: Shasta Cascade (including Redding, home of the Sundial Bridge pictured on the cover of California Business Image”>California Business Image and at right), California Deserts, North Coast, Inland Empire, Gold Country, High Sierra, Central Coast and Central Valley.
“We’re working to help people understand what they’ve got and market themselves,” Tannahill says.
One local effort, the Fresno County Fruit Trail tourism program, has set the gold standard. The five-year-old program has exceeded all expectations as a tourism and economic-impact vehicle, says Gigi Gibbs, director of tourism and community development manager for the county.
Fresno County wanted to spotlight its status as one of the most productive agricultural areas in the world, Gibbs says. “We have wonderful agricultural offerings, and we were basically undiscovered. Now we’ve gotten national and international coverage, and Condé Nast Traveler named us as one of the five most fabulous fruit trails in North America.”
It begins in the spring with the Fresno County Blossom Trail and extends throughout the growing season. Visitors are able to tour farms and buy produce, so local growers benefit from new customers in addition to their usual buyers. Local galleries, restaurants and hotels fill up, energizing the community.
“You have to find your unique niche,” Gibbs says. “You have to find something that you’ve got that people will travel to see.”
For more information on California rural tourism, visit www.visitcalifornia.com; for more information on the Fresno County Fruit Trail, visit www.gofresnocounty.com.
Story by Joe Morris
Photo by Jeff Adkins
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