GOCal: The New Face of Tourism and Hospitality in SoCal’s Greater Ontario Region

By: Sharjeel Sohaib

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Apr 24, 2023

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  • GOCal is the premier tourism organization representing Ontario and Rancho Cucamonga in the Inland Empire.
  • The rebranding aims to generate economic benefits and employment opportunities, targeting a return of $23 for every $1 invested in tourism.
  • The stakeholder survey showed overwhelmingly positive responses to Greater Ontario as a destination and the Convention & Visitors Bureau as an organization.
  • GOCal is critical in driving the region’s prosperity, directly employing more than 180,000 people and generating billions of dollars in annual economic activity.

Southern California’s fastest-growing destination, Greater Ontario, has a new name and brand that goes by the name – GOCal. The Greater Ontario Convention & Visitors Bureau has officially rebranded to GOCal. Β The premier tourism organization representing the cities of Ontario and Rancho Cucamonga, GOCal is the trusted authority for meeting planners and leisure visitors in the Inland Empire, providing regional expertise, leadership, conventions and events, and customized solutions that drive memorable experiences across the region.

Transforming for Enhanced Identity and Greater Economic Impact

The rebranding was officially announced during an Ontario Convention Center event to help build a better economic impact. It led to months of research and outreach by the GOCal team and destination marketing agency JNS Next. The rebranding aims to generate broader economic benefits while creating increased economic impact and employment opportunities for people. The plan targets a return of $23 for every $1 invested in tourism – leisure, and convention planning.

Survey Shows Overwhelmingly Positive Response to Greater Ontario

The stakeholder survey showed overwhelmingly positive responses to Greater Ontario as a destination and the Convention & Visitors Bureau as an organization, giving high marks to the region’s significant visitor assets. The assets include numerous retail options, Ontario International Airport (ONT) with freeway access, and the Ontario Convention Center. Three-quarters of stakeholders agreed that tourism is good for the community and worth promoting, citing community pride, diversity, and convenience as significant attributes of Greater Ontario and the Inland Empire region.

The Role of Tourism in Driving the Region’s Prosperity

The leisure and hospitality industry plays a highly significant role in driving the region’s prosperity, directly employing more than 180,000 people. A recent economic study by Oxford Economics showed that ONT alone generates $3.8 billion in annual economic activity and supports 27,800 jobs.

GOCal’s Role as the Regional Destination Authority

As the regional destination authority, GOCal will strengthen partnerships and elevate Greater Ontario and the region with a brand identity to increase destination demand. GOCal provides customized solutions for meeting planners and leisure visitors, enhancing the visitor experience across the whole Inland Empire region.

Wrap up

GOCal is the trusted tourism authority for the Inland Empire that provides regional expertise, leadership, conventions, events, and customized solutions, driving memorable experiences across the region. 

The rebranding aims to generate broad economic benefits and create an even higher economic impact with new employment options. Therefore, GOCal will help boost the region’s development by directly employing more than 180,000 people. These jobs will help generate billions of dollars in annual economic activity, giving greater Ontario the economic uplift it needs.

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