The California Travel and Tourism Commission (CTTC) has announced it has rebranded to Visit California as its official corporate identity. The name change follows a global audit of the statewide tourism board, during which research showed favor for the new identity. The name is already used for the board's consumer website address. www.visitcalifornia.com
"Although our former name is well known in the travel industry, we believe this simpler corporate identity - Visit California - more effectively communicates our strategic intent of attracting visitors to key business audiences, such as industry and government partners and journalists," says Caroline Beteta, president & CEO of Visit California. "This new corporate brand not only helps us domestically, but it also improves comprehension of who we are and what we do with key international stakeholders".