SAN FRANCISCO -- In recognition that more and more people are traveling specifically for food and wine, the California Travel and Tourism Commission launched a campaign in partnership with the Wine Institute highlighting the state's many culinary and wine-related attractions.

The campaign's main components are a new Web site,, and a three-year, $5 million national TV and print advertising program that started in February featuring Gov. Arnold Schwarzenegger and celebrity winemakers and chefs.

People who travel for food and wine are an increasingly important traveler niche for the state, said Caroline Beteta, the CTTC's executive director. "They spend more and are interested in other ancillary activities, such as museums and art."

According to the Travel Industry Association, California is the No. 1 state for U.S. travelers interested in food and wine.

The campaign's Web site features travel tips and information on wine regions and the food capitals: garlic in Gilroy, artichokes in Castroville, dairy products in Tulare and horseradish in Tulelake, among them.

To contact reporter Laura Del Rosso, send e-mail to [email protected].


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