Open tables at restaurants and available rooms at hotels in Palm Springs and elsewhere in the valley could soon be harder to find.
At least that's the aim of new campaigns now being launched by state and local agencies tasked with promoting tourism.
"We've been working very closely with Visit California throughout the past year on strategies and initiatives and we're really excited to see that come to fruition," said Colleen Pace, Chief Sales and Marketing Officer for the Greater Palm Springs Convention and Visitors Bureau.
The state promotional campaign unveiled Tuesday is aimed at encouraging Californians to take the summer vacations in-state.
The head of Visit California, Caroline Beteta, suggested it was the "patriotic duty" of Californians to help tourism related businesses recover.
The initial phase of the campaign includes an initial spend of $23 million for ads, including radio, digital and TV.
One of the ads was previewed during a virtual meeting.
Since the pandemic began, state tourism officials estimate Californians have spent about $12 billion while vacating outside of the state.
Capturing those dollars is also the focus of the Greater Palm Springs Convention and Visitors Bureau.
Pace says they are coordinating local promotional efforts with the state.
"We have so much to offer for any season. So really what we've been focusing on throughout the Spring is our outdoor availability, wide open spaces, focus on health and wellness. We are seeing from sentiment reporting this is where people want to be," said Pace.
Pace says they are running a "robust media plan", which includes ads in various formats aimed at markets, including the "drive market" from surrounding Southern California counties.
The push is welcome at valley tourist hotspots, including the Palm Springs Aerial Tramway.
Now operating Thursday through Monday, the tram is set to begin operating 7 days a week beginning May 10th.
"23 or 24 million Southern Californians is quite a pool to draw from for Palm Springs and we are looking forward to seeing a lot of them come out our way," said Greg Purdy, Vice President of Marketing and Public Affairs for the Palm Springs Aerial Tramway.