Skift

Episode Notes Officials in California recently launched a new tourism marketing campaign. Visit California CEO Caroline Beteta discussed it and more in an interview with Global Tourism Reporter Dawit Habtemariam. Beteta said California’s current marketing campaign — titled “Ultimate Playground — aims to showcase a sense of play often associated with the Golden State. She described the campaign as a pivot from Visit California’s long-running campaign “Dream Big,” which she added will still be a part of the organization’s messaging. Beteta also touched on Visit California’s work with celebrities, who frequently appear on the cover of its visitor guides. She cited Jennifer Hudson as one celebrity the organization has partnered with.  Next, travel and tourism investment firm Certares was behind a consortium that acquired FTI Group, Europe’s third-largest tour operator, writes Travel Experiences Reporter Jesse Chase-Lubitz.  The consortium will own all of the share capital while FTI will receive about $130 million