The Orange County Visitors Association of California (OCVA) has redoubled its efforts to attract visitors from the Middle East through an expanded public relations and marketing campaign.
The educational and promotional efforts are targeted at travel agents, digital influencers and social media users (in both English and Arabic). They aim to increase the allure of “The OC” as a must-see destination offering idyllic year-round weather, cultural attractions, world-class entertainment, luxury resorts and suite hotels, and casually-sophisticated Southern California style.
“California is home to the largest Middle Eastern immigrant population in the US,” said OCVA President Ed Fuller.
“We are determined that their friends and family members feel welcome here in Orange County and are aware of all the incredible experiences we have to offer. Visitors craving a taste of home can find it here in The OC’s Little Arabia neighborhood — including some fantastic Halal offerings — but there also are endless attractions to explore, from the original Disneyland Resort to shopping at the world-famous South Coast Plaza and Fashion Island to our luxury oceanfront resorts to historic monuments and museums, and so much more.”
For 2017, OCVA’s promotional programs include:
l Launch of “The OClassic” campaign highlighting The OC’s vintage and classic car fairs, along with vintage/classic car rental, and complimentary VIP shopping experiences at Fashion Island, Irvine Spectrum and South Coast Plaza
l Enhancement of the “OC & ME” campaign, which is exclusive to the Middle East
l Annual mission to the Middle East by OCVA travel representatives
l Familiarization tours of The OC for digital influencers, travel agents and press
l Educational meetings with travel agents
l Participation at the Riyadh Travel Fair and Arabian Travel Market trade shows
Glenn Johnston, vice president of OCVA’s Dubai office, said: “Orange County was the first US destination to recognize the importance of being on the ground in the Middle East, and it continues to lead the county’s outreach to the UAE and neighboring countries. We are excited and inspired to lead OCVA’s renewed investment in this region.”
The OC’s investment in the market also includes a training program designed to educate hospitality and public service sector employees about cultural differences and ways to better welcome visitors from the Middle East. The video can be found online at http://www.visittheoc.com/maps-and-information/middle-east-hospitality/.

Source: Arab News