Jennifer Johnston has been named the new CEO of Choose Redding Lodging and UpStateCA, taking charge of tourism promotion in Redding and the surrounding counties. This appointment positions Johnston to lead efforts in attracting more visitors to the North State region of California. With her deep experience in tourism and hospitality, she is set to strengthen the area’s position as a prime travel destination. As the tourism industry continues to recover, her leadership will be crucial for further expanding Redding’s appeal and connecting it to regional tourism efforts across Shasta, Siskiyou, and other counties.

Johnston brings a wealth of experience to this new role. She has worked in the tourism sector in both California and Hawaii for over 15 years. Previously, she served as the Marketing and Communications Manager at Visit Redding, a project of the Redding Chamber of Commerce. Her experience with local tourism marketing makes her the perfect fit to oversee Choose Redding Lodging and UpStateCA, both of which work tirelessly to promote the region to domestic and international tourists.

The key to her success will be her ability to connect local businesses, lodging partners, and tourists through effective marketing and collaboration. This new position promises to bring fresh ideas and strategies, paving the way for long-term tourism growth in northern California. Her appointment signals a new era for Redding and the larger North State area.

Jennifer Johnston’s Leadership and Tourism Vision

Jennifer Johnston’s appointment as CEO of Choose Redding Lodging and UpStateCA marks a pivotal moment for the North State tourism industry. Her leadership is expected to usher in a new era of growth and opportunity, driving more visitors to Redding and surrounding areas. Johnston’s appointment comes at a time when the tourism sector is experiencing rapid recovery, and her understanding of destination marketing will be vital in this revitalisation. As the new CEO, Johnston will focus on strategic planning and forging stronger connections between local businesses and tourists. She will play a key role in promoting the North State as a premier destination for leisure, business, and adventure travellers.

Her vision for the future of tourism in the region is clear. Johnston aims to increase collaboration between local lodging partners, city officials, and other tourism organisations. This will allow for a cohesive marketing strategy that benefits all stakeholders. By drawing attention to Redding’s natural beauty and its surrounding communities, Johnston hopes to make it a more attractive option for those seeking an escape to Northern California. Moreover, her extensive background in both marketing and hospitality means she understands the need for innovative approaches to attract visitors.

Expanding Redding’s Appeal and Regional Collaboration

One of Johnston’s primary goals as the new CEO is to strengthen Redding’s position as a must-visit destination within California. She will work closely with local businesses, tourist attractions, and hospitality services to create unique experiences for visitors. By aligning Redding with the broader tourism efforts of UpStateCA, Johnston plans to highlight the entire Shasta Cascade region as a prime travel destination. This collaboration will not only increase tourism but also provide economic benefits for communities across the North State region.

Johnston’s leadership also comes at a time when partnerships between different regions are becoming more important. UpStateCA, also known as the Shasta Cascade Wonderland Association, has been instrumental in promoting the broader North State area. As CEO, Johnston will focus on uniting efforts across counties like Shasta, Siskiyou, and Trinity, and fostering stronger ties with local municipalities. Her strategic guidance will be key in ensuring that each region works together to create a unified tourism campaign that showcases the best of Northern California.

Tourism Growth in the North State: What’s Next for Redding?

Under Johnston’s leadership, Redding is poised for significant growth in tourism numbers. The city, known for its stunning natural surroundings, outdoor activities, and vibrant community, has long been a hidden gem for travellers. However, with a strong leader at the helm of its tourism efforts, Redding is set to become a more prominent stop on the map for both U.S. and international visitors. One of Johnston’s priorities will be boosting awareness of the area’s outdoor recreation opportunities, such as hiking in Lassen National Park, exploring Shasta Lake, and visiting the famous Sundial Bridge.

Additionally, Johnston plans to leverage the region’s rich cultural heritage and vibrant arts scene to appeal to a diverse range of tourists. By highlighting these unique aspects of the area, she hopes to attract visitors with different interests, from adventure seekers to art lovers. With her background in marketing and communications, Johnston is well-equipped to create campaigns that resonate with a wide audience, ultimately bringing more visitors to the area. This increase in tourism will not only benefit Redding but will also have positive effects on surrounding towns and communities.

Collaborating with Local Stakeholders to Drive Tourism

To ensure Redding’s tourism growth, Johnston will need to work closely with key stakeholders across the region. The support of local businesses, lodging partners, and civic leaders will be vital to the success of her plans. Collaboration will be crucial as Johnston seeks to create a unified approach to tourism marketing. Local businesses will be encouraged to play an active role in promoting the region, whether through partnerships with lodging services, supporting events, or offering special deals for tourists. Johnston’s leadership will help bridge the gap between tourism organisations, local governments, and the private sector to maximise the region’s tourism potential.

Additionally, Johnston plans to strengthen the relationship between Redding and nearby cities. By working together, these communities can create cross-promotional campaigns that make it easier for tourists to explore the entire North State area. This could include joint packages, shared events, and coordinated marketing efforts that highlight the unique offerings of each city. For example, visitors could be encouraged to explore the Shasta Cascade region, which includes some of California’s most scenic and diverse landscapes. By working together, these cities can increase the number of visitors and boost the local economy.

The Role of Local Surveys in Shaping Future Tourism Strategies

As part of her efforts to gather public input, outgoing CEO Laurie Baker has launched a survey to help guide Johnston’s future strategies. This survey, which is open to the public, aims to gather feedback on what people think about tourism in Redding and the surrounding areas. The survey results will play an important role in shaping the direction of tourism marketing for the next decade. By understanding the preferences and concerns of locals and visitors, Johnston can craft marketing campaigns that address their needs and expectations.

The public’s feedback will provide valuable insights into the kinds of attractions and experiences that will resonate most with tourists. This could include identifying emerging trends, such as the rise of eco-tourism or the growing demand for sustainable travel options. As more people look for authentic and responsible travel experiences, Johnston’s team will work to highlight Redding’s eco-friendly initiatives and promote activities that align with these values. The feedback collected through the survey will help Johnston make informed decisions as she works to create a long-term strategy for tourism growth.

Looking to the Future: Redding’s Tourism Outlook

The future of Redding’s tourism is bright under the leadership of Jennifer Johnston. With her proven track record and understanding of destination marketing, she is well-positioned to lead the region into the next phase of growth. Redding’s appeal lies in its unique combination of natural beauty, cultural experiences, and outdoor activities. As tourism numbers continue to rise, Johnston will focus on promoting these aspects to create an unforgettable experience for visitors. Her leadership will play a key role in making Redding a top destination for both local and international tourists.

As she continues to shape the future of tourism in Redding and the surrounding North State region, Johnston’s work will help ensure that the area remains a sought-after destination for years to come. Her appointment signals a new chapter for Redding’s tourism industry, one that will benefit not only visitors but also local businesses and the economy as a whole. With her guidance, Redding is set to grow its tourism industry and strengthen its position as a key player in California’s tourism market.

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