MUMBAI: During a launch event hosted by the California Travel and Tourism Commission (CTTC) in Mumbai, Governor Arnold Schwarzenegger extended a personal invitation to Indian travelers to come and experience California’s diverse attractions via a video message.

CTTC has recently contracted Sartha Marketing to help promote California as a tourism destination to travelers in India and strengthen California’s relationship with local travel trade professionals.

“India is an important international travel market that has shown significant growth to the U.S. in recent years. As we continue to strengthen international awareness of the California brand, we look forward to working with Sartha Marketing to increase California’s market share of Indian visitors to the US,” said CTTC president and CEO and US Travel Association national chair Caroline Beteta.

Sartha Marketing will expand cooperative marketing opportunities with airlines and travel distributors, work with operators and retail travel agents to increase visibility of California in tour packages and for special groups, and increase consumer awareness of the California lifestyle and attractions through the media.

“California’s diversity of experiences is unique,” said Beteta. “Only California offers natural wonders, world-class arts and culture, fantastic shopping, wine and food attractions, theme parks, spas and golf resorts, dramatic beaches and plenty of vibrant nightlife and entertainment – all in one place.”

The California Travel and Tourism Commission operates full representation offices in Japan, South Korea, China, the United Kingdom, Germany, Australia, and Mexico, as well as limited representation offices in Italy, Brazil, France and Scandinavia.  Global visitation generated $18.3 billion, or 19% of overall tourism expenditures, to the California economy in 2008.