California's Newest Tourism Brand Puts Chico on the Map

CHICO, Calif. - The charming city of Chico, nestled in California's Golden State, is launching a dynamic new initiative aimed at establishing the city as a key travel hotspot. Unveiling its fresh tourism persona, "Travel Chico," the city hopes to entice both local and international tourists to its verdant landscapes and diverse cultural offerings.

Chico's small-town charmPhoto byTravel Chico

To effectively communicate its value proposition, "Travel Chico" has not only created an informative website but also put into action a comprehensive social media marketing strategy. The focus is on showcasing the city's "Eat, Play and Stay" themes, bringing attention to Chico's diverse culinary scene, vibrant arts and culture sites, and comfortable accommodation options.

Deputy City Manager Jennifer Macarthy emphasizes that the brand's essence is drawn from the letters in Chico's name itself, symbolizing the city's core values: Community, Hospitality, Ingenuity, Culture, and Outdoors. Macarthy shares, "Our welcoming community takes pride in offering warm hospitality to visitors, and this, combined with our creative spirit and the beautiful outdoors, truly represents who we are."

While the initial phase of the brand targets visitors who can reach Chico by car, Macarthy expresses hope that it could also catalyze the return of commercial flights to Chico Airport in the future. "We're focusing on those who can drive from places like the Bay Area and further afield, but we also have our sights set on larger travel markets," she adds.

The conception of "Travel Chico" is attributed to Explore Butte County, a local tourism district committed to highlighting the region's attractions. The brand was brought to life thanks to a $120,000 fund from the American Rescue Act, bolstered by an additional $40,000 from the city and Explore Butte County.

Nichole Farley, Executive Director of Explore Butte County, points out the significance of Chico within the region: "As the area with the highest population and the largest collection of hotels, Chico was a natural choice for us to create a dedicated brand."

Explore Butte County operates through a tourism business improvement district, funded by a two percent self-assessment from the hotel industry. Farley shares future aspirations of collaborating with the city and Chico State University to curate a "Travel Chico" guide.

She explains, "Chico State brings a significant number of visitors and new residents to the community. We aim to leverage the Travel Chico brand to aid their recruitment process and ensure that families and friends visiting Chico have a resourceful guide to enhance their experience."