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International Tour California travel representatives enjoy Thursday’s farm-to-table dinner at Esparto’s Lucy’s Cafe. The delegates were all visiting Yolo County for the first time and were eager to learn more about what makes the county so special. (Gerardo Zavala/Daily Democrat)
After visiting Sacramento for the annual California Tourism Conference, international representatives of California Tourism from Dubai, Australia and England visited Yolo County to see what it has to offer.
“Most of the delegates who organized the tour had never been across the Sacramento River,” said YOLO executive director Terry Selk.
“It’s the first step in educating the world that there is a place called Yolo County and that it’s a great tourism destination,” Selk argued. We are gradually introducing, promoting and educating local and international consumers and travel agents that we have a product that is interesting and worth considering when traveling to visit Yosemite National Park, Lake Tahoe or Napa Valley. We should also be considered part of those itineraries.
Selk said he’s excited to talk about what he feels Yolo County has to offer the world.
“I wanted them to learn about what we have to offer travelers representing California, so I invited them for a few days to learn more about what Yolo County has to offer.”
Selk has lined up several stops that offer “a mix of Yolo County’s diversity” in a short period of time.
They ended their first day of adventure Thursday evening with a farm-to-table dinner at Lucy’s Cafe, located at 16850 Yolo Street in Esparto.
Owner Stephen Gordon prepares a three-course meal featuring locally sourced ingredients from his farm, other local farms and the El Toro Meat Market across the street from the cafe.
The intimate experience that goes into growing everything on the travel agents’ plates and Gordon’s explanations give a glimpse into the struggles and hardships that Yolo County farmers face every day.
California Middle East Tour Vice President Glenn Johnston said they represent California’s outreach in the United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Oman and Bahrain.
He was touched by Gordon’s experience as a farmer and business owner and believed that international travelers from his market would appreciate such experiences.
“Even though we’re here for the dining experience, we’re getting a general education about the economics of business, and I think you can start appreciating what you eat more after that,” he emphasized.
Additionally, Johnston encouraged Yolo County residents, farmers and business owners to be open to the idea of international tourism in the area because of the valuable experiences and lessons it can provide.
“I understand that nobody necessarily wants a huge amount of tourism and I understand that they don’t want to open their doors to everyone personally every day, but it’s very special for us to come,” he emphasized. Even if they get the balance going forward to open their doors… because that’s common sense.
The delegation also visited Park Winters before the dinner, including Australian representative Joe Palmer.
“I didn’t expect to see anything of that quality here…it’s such an uplifting experience,” she explained. “It’s refined, authentic, high-quality and relaxing. Simple Country”
Selk noted that all travel agents are from individual companies that contract with the California Travel and Tourism Commission.
Their job is to communicate with airlines, tour operators, travel vendors and the media to constantly inform them why California is the destination to offer their customers.
Using the United Kingdom as an example, he said, “It’s a very competitive bunch because … their main US destinations are New York and Florida, so we have to fight for market share to get those people to consider coming to the West Coast.”
Emma Westman, director of communications and accounts for the UK and Ireland, has worked with Visit California for 10 years and has never visited Yolo County before.
“It’s just a matter of finding the right angles for their local market,” she argued. What appeals to a UK reader will be different to what might appeal to a German or Australian market.
The UK “knows California very well” because it is a “mature market,” she said.
“They want to come back but do something different, and this is the perfect place for it because the culinary and wine scene here is huge.”
Even in their short time here, she argues, “we felt like we met amazing locals, we’re starting to understand the culture here and everyone loves it.”
“We know it’s a small area, but people come here for a reason,” she continued. “Yolo has so much to offer and I’m excited to tell people what they can find here.”
Selk continued his tour on Friday with a tour of popular attractions in the county, including The HIVE and lavender farm tour.
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