Visit Huntington Beach, the destination marketing organization for Huntington Beach, California, also known as Surf City USA, has appointed The Pilgrim Group as its agency of record in Canada after a competitive and in-depth review process.
The Pilgrim Group will work closely with Canada’s travel trade industry to assess the needs of Canadian travellers as they return to travel, build awareness of the destination, and increase visitation from the key Canadian markets.
“Canada continues to be California’s largest international market for overnight visitors, and with new direct flights from Vancouver and Calgary to Orange County Airport (SNA), Huntington Beach is now more accessible than ever,” said Visit Huntington Beach President & CEO, Kelly Miller. “We look forward to reaching more Canadians with The Pilgrim Group, strengthening our relationships with the travel trade industry, and promoting visitation to Surf City USA.”
Managing Director of The Pilgrim Group, James Mead, will oversee the contract, executing a full-service travel trade marketing program with both in-person and virtual agent trainings, dedicated familiarization trips, brand partnerships, co-op marketing opportunities, and industry and consumer events.
“A renewed excitement for travel, new non-stop flights, a multitude of outdoor activities and dining options, plus easy access to attractions throughout Southern California make Huntington Beach the perfect destination for Canadians,” says Mead. “We are eager to reengage with the travel trade community across the country to promote travel to this incredible destination.”
Canada represents the largest overnight visitor market for California with over 1.7m visitors in 2018. After a significant decrease in 2020-2021 due to the pandemic, visitor arrivals are expected to rebound strongly in 2022.
