Tourism is one of the Bay Area's most dynamic industries. Whether they want to ride a roller coaster or visit the Tech Museum in the South Bay, take in the sites at San Francisco's Pier 39 or hop a cable car, ogle the animals at the Oakland Zoo or sample delicious wines from Wine Country to the Livermore Valley, everyone gets something.

 

But look deeper. The multifaceted industry is an engine that helps power our economy. Tourists, especially those from China, inject billions into Bay Area businesses every year. Their visits spark an economic ripple across our region that benefits businesses of all sizes, from iconic attractions to hotels, restaurants and stores. This is why Chinese tourists are being courted by other global destinations -- our competition -- who continue to step up their game.

 

The tourism industry has built on the connection between China and the Bay Area, which is at the core of our history, culture and economic development strategy, by creating jobs and stimulating the economy. However, our entire economic ecosystem cannot afford to miss out on the benefits and quality of life that the tourism economy makes possible. We must continue to attract visitors from China and around the world.

 

Last year, the Bay Area Council began operating the California Office of Trade and Investment in partnership with Gov. Jerry Brown, and traveled with him to China to open a new trade office in Shanghai. The office has been encouraging trade and investment between China and California, including tourism. Visit California, the statewide organization with a mission to create global demand for the California brand, is investing $5 million this year to attract Chinese visitors to the Golden State. And it's paying off.

 

More than 800,000 Chinese residents visited California during 2013. Nearly half traveled to the Bay Area as part of their trips. Chinese visitors also contributed to the broader Bay Area travel economy that supported about 194,000 jobs and generated almost $2 billion in state and local tax revenue last year, according to Dean Runyan Associates. The Bay Area Council Economic Institute's own study -- "Ties That Bind: The Bay Area's Economic Links to Greater China" -- made similar findings.

 

There is a tremendous upside from continuing to attract and welcome Chinese tourists to our great cities and communities. Chinese leisure travel to California is expected to nearly double between 2013 and 2017, and total California travel spending could increase 25 percent in the next four years. This will generate more than $28 billion in additional economic activity and hundreds of thousands of additional jobs for Californians. That could provide significant economic benefits here in the Bay Area.

 

Other destinations across the country and around the world recognize the tremendous opportunity in Asia and are increasing their marketing efforts. Our tourism partners, like Visit California, must continue to invest in China to tell the California and Bay Area story that appeals to potential visitors. While they champion that important work abroad, we need to get ready at home.

 

We need to make smart investments to create a 21st-century infrastructure. We need the commitment of our entire region to ensure a strong and sustainably economic future that fosters a hospitable environment for Chinese visitors while also addressing the demands of an evolving and thriving economy. Let's prepare now and make wise investments that set us all up for success.

 

Jim Wunderman is president and CEO of the Bay Area Council. He wrote this for this newspaper.