SACRAMENTO, Calif. -- California Gov. Gray Davis pledged his
support for continued funding of the California Tourism Department,
which is threatened with a cut of its $7.3 million annual
allocation because of the state's projected $17 billion budget
Davis said the funding more than pays for itself in creating
jobs and supporting an industry that generates $4.8 billion to the
The $7.3 million in annual funding is augmented by about $6
million in annual assessments paid by the state's largest travel
companies under a program run by the California Travel and Tourism
The commission, made up of representatives from several
different segments of the industry, directs the state's marketing
and promotion efforts, which are currently featuring the tag line
"California: Find Yourself Here."
The state's efforts after Sept. 11 included an $8.5 million
emergency TV advertising campaign, partially bankrolled by federal
funds, that featured actors Clint Eastwood and Jack Nicholson.
The next campaign, $900,000 in TV advertising with a character
named "Doug" visiting famous attractions, will run in May and June
in drive-in markets of Seattle; Portland, Ore.; Phoenix; and Las
Vegas, Caroline Beteta, executive director of the California Travel
and Tourism Commission, said.