CalTIA's mission is to serve as a catalyst and a voice for the various elements of our industry. It is dedicated to increasing our educational standards, articulating our political concerns, and promoting the economic well-being of California tourism.

To educate business, government, and the public on the benefits of tourism.

To influence government action related to travel and tourism.

To promote and develop the educational, training, and skill development opportunities for our industry.

To provide educational forums for the California travel industry, including regional seminars, the Annual California Conference on Tourism, and an ongoing relationship with the state's university system; and

To provide educational resources to the industry through special projects, publications, and videos.

Government Relations

To communicate and work effectively with the California Legislature and the Executive Branch, including the Trade and Commerce Agency and the California Division of Tourism, and to identify tourism issues and express the Association's viewpoint to appropriate entities.

To sustain an effective state tourism development effort and to ensure adequate resources to accomplish tourism development.

To represent the travel industry at important meetings, such as the California Tourism Commission, legislative committee hearings, and travel-related conferences.

To maintain communications with local and federal officials on tourism matters.

To communicate with business and the public through a public relations effort. Together, we need to reinforce tourism as California's largest industry. By bringing the power of our combined strength to bear on government, the media, and public, we can ensure the prosperity of our California travel industry.

CalTIA maintains its corporate office in Sacramento. CalTIA's staff directs the ongoing legislative advocacy, produces the quarterly newsletter, and organizes and coordinates CalTIA's special educational seminars, conferences, and trade show. With this presence in Sacramento, members' concerns and views can and will be heard. Additionally, CalTIA staff will serve as a clearing house and speakers bureau that members may access directly.

Communications

CalTIA's quarterly newsletter, Currents, keeps members abreast of association news, industry legislation, and information from the California Division of Tourism.

Tourism Political Action Committee

CalTIA sponsors the Tourism Political Action Committee. The Tourism PAC enables the voice of our industry to be heard in the legislative and administrative halls of Sacramento. For the first time, California tourism has been politically mobilized.

California Conference on Tourism

CalTIA sponsors the Annual California Conference on Tourism. This Conference has become the significant opportunity for all the dimensions in our industry to come together. The Conference provides the forum to upgrade individual knowledge and insights, to refresh relationships, and to add a voice to the ongoing political discussion.

California Travel Market

CalTIA's California Travel Market provides members with access to the top international buyers of California's travel and tourism products and services. This educational conference and appointment trade show format allows California travel industry providers an opportunity to meet the buyers and showcase expanded tour programs, new products, and destinations.

CalTIA is a partnership of action, in action! The Association serves as a vehicle to provide a united voice in support for our industry. Only through our willingness to become involved, can we effect the necessary changes and ensure the future health of our businesses, the California economy, and the California travel industry!