As the tourism business booms in San Diego again, one area that is struggling will receive extra help.
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La Jolla is the biggest concern for the San Diego Convention and Visitors Bureau. Tourism there is down 20 percent, while it is up 5 percent for the rest of the region.
"La Jolla has been over the years from an occupancy standpoint and impact the hardest hit," said Joe Terzi, who is with the San Diego Convention and Visitors Bureau.
Starting this July, the bureau will promote La Jolla to the tune of $300,000 in online and print ads in high-end magazines.
Tourist Bob Press is already sold.
"I actually got to get up and touch a seal," he said. "It was pretty cool, pretty cool. We don't have that in New Jersey."
About $13 million will be spent this year to draw tourists to San Diego.
"We just started our spring campaign which we were in Dallas for the first time," said Terzi. "We're in Denver, Sacramento, San Francisco."
However, the biggest push in print and on the air is to lure the international tourist, with 22 months of straight growth.
Total visitor spending increased by 1.7 percent in 2010 and jumped another 5.7 percent last year.
This year is also on the rise. The number of hotel room nights booked is up 4.5 percent this first quarter for this year compared to last year.
Much of that is fueled by the British. British Airways launched daily non-stop service between London and San Diego last summer.
Terzi said every flight is 95 percent full.
The state of California has a $25 million budget to promote tourism abroad and with every dollar spent in advertising bringing in 20 times that, Terzi is all smiles.
"2008, 2009 and 2010 were rebuilding years and now San Diego is back," he said.
Japan Airlines will start non-stop service from Tokyo to San Diego this December. The visitor industry is the third largest revenue generator in the area.
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