While that is the official name, the CVB plans to brand simply as San Francisco Travel. "Over the past 100 years, this organization has grown and developed as the sales and marketing agency for San Francisco's tourism industry," said SFCVB President and CEO Joe D'Alessandro in a recent announcement. "Today, the word 'bureau' doesn't accurately describe who we are. In fact, we are far from 'bureaucratic.'"
The name change is part of the CVB's Centennial Project, a year-long plan designed to prepare the organization to best meet the challenges of the next 100 years: strategic planning, technology planning, visitor research, convention sales benchmarking and process assessment, organizational realignment, membership structure and branding.
Formed originally in 1909 as the San Francisco Convention & Tourist League, its name changed to San Francisco Convention & Tourist Bureau in 1921 and about three decades later "Tourist" was replaced by "Visitors." Tourism, San Francisco's largest industry, generates in excess of $8.5 billion annually for the local economy.