TORONTO — Visit California has selected travel marketing agency Development Counsellors International (DCI) as in-market representative for the destination’s tourism promotion in Canada.

As the representation office, the dedicated team for Visit California will manage Canadian consumer marketing, public relations and travel trade efforts to drive tourism growth and raise California’s profile as a leading travel destination where if you can dream it, you can do it.

“As our neighbor and one of our top international visitor markets, Canada is a top priority for California,” said Caroline Beteta, president and CEO of Visit California. “We are thrilled to have the opportunity to make a greater impact in the market in partnership with DCI.”

DCI has managed public relations for Visit California since 2009 and expanded efforts to include travel trade representation in 2014.

“Our investment in brand advertising and collaboration with DCI on public relations efforts in recent years have expanded awareness of California’s abundance of offerings and desirable lifestyle in the Canadian market, and we look forward to building on this foundation in the years to come,” Beteta said.

California attracted more than 1.6 million Canadian travellers in 2014 representing an estimated $2.3 billion in spending, the highest of the state’s international visitor markets.