New Web site geared to culinary travelers

A highlight of any California getaway is sampling the destination's cuisine. Building on California's allure as America's "Capital of Culinary Travel," the California Wine Institute and the California Travel and Tourism Commission have entered into an historic partnership to promote the state's wine and cuisine offerings to the fast-growing travel segment of culinary connoisseurs and those who aspire to be.

A new national TV campaign recently debuted featuring Gov. Arnold Schwarzenegger, First Lady Maria Shriver and wine and culinary celebrities promoting California's rich bounty of wine and food.

The heart of the campaign focuses on a new www.Landof WineandFood.com Web site. Consumers will find a rich and totally unique Web site that will pull them virtually into California's "Land of Wine and Food."

Exciting features include: an interactive wine region explorer, showing the best California wine regions for their favorite varietals as well as wine and food itineraries; travel tips video shorts from California wine and food pioneers, such as the best way to find locals' favorite eateries; blogs featuring wine and food luminaries like Pat Kuleto of Kuleto Estate and Pat Kuleto Restaurants, Duskie Estes of Zazu/Bovolo and Andrew Firestone of Curtis Winery; local Californians' point-of-view tips, where locals tell visitors their favorite things to do and places to visit; and a chance to win exclusive culinary adventures in California.

California boasts nine of the top 10 U.S. agricultural counties, which grow a diverse assortment of fresh produce that many fine chefs demand in California's 80,000 restaurants and eateries.

"California is the most visited state in the U.S. for food- and wine-related activities, but our research shows there's still a lot of potential for growth in wine and food travel to our state," said Caroline Beteta, executive director of the California Travel and Tourism Commission. "Wine and food have moved from being a mere vacation activity to a significant part of the aspirational California lifestyle, becoming a driver to visitors choosing a destination."

"This campaign showcases the important role of California wine in our culture. It is California's beautiful wine regions, along with its family vintners and the fabulous wines they create, which help attract millions of visitors to our great state," said Robert P. Koch, president and chief executive officer of the Wine Institute.

California is America's largest wine producer with nearly 2,700 wineries responsible for 90 percent of all U.S. wine production. The state is now the fourth largest wine producer in the world.

According to the Travel Industry Association, 17 percent of American leisure travelers, or 27.3 million people, have engaged in culinary or wine-related activities while traveling. These travelers are well-educated and more affluent than other U.S. travelers.

They cross most age groups and take 6.8 domestic and international trips per year, 15 percent more than the average U.S. leisure traveler. These travelers range from those who deliberately select trips and destinations due to food or wine-related activities, to "accidental" travelers who participate in such activities simply because they are abundantly available.

Recent national focus group studies conducted by California Travel and Tourism Commission indicate that culinary travelers are an important segment for tourism because these travelers are:

* Active travelers -- more likely to participate in cultural activities, enjoy spa visits, visit state/natural parks and historic sites, and participate in outdoor activities;

* Highly experiential -- want new experiences, discoveries and things beyond the norm. To them, having fun is the whole point of life;

* Indulgers -- want the ultimate culinary, luxury, pampering experiences;

* Aspirational -- want to experience the good life, have the resources to do so and will stretch themselves to get a piece of it. They are heavy readers of food and wine lifestyle publications and Web sites;

* Curious -- they want to see California and experience it for themselves; and

* Trendsetters -- they are confident leaders and like outrageous people and things.