Michael K. Krouse, CMP, CHME, CASE, President and CEO of the Greater Ontario Convention & Visitors Bureau, received the Tourism Advocacy Industry Leader award from California Travel Association (Cal Travel), which advocates on issues and legislation that affects the industry in the state.
The annual award ceremony was September 12, 2019 at the JW Marriott Los Angeles at L.A. Live. Over 350 tourism leaders attended the dinner and award ceremony.
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The Tourism Advocacy Industry Leader Award is to recognize an individual or organization who has elevated travel and tourism advocacy in California by setting an example of commitment, generosity and effectiveness.
“Wow, what an honor from an amazing group of tourism industry leaders and professionals who truly care and are focused on protecting our future, tourism funding, and so much more,” said Krouse. “As a board member of Cal Travel, I recognize there are many efforts to support tourism, but I enjoy advocacy the most and I cherish this award.”
As a leader in the tourism industry, Krouse elevated Greater Ontario to a recognized brand and focuses on growing its reputation as a strong Southern California inland destination on its own along with access to attractions and experiences all within an hour in any direction.
Krouse oversees Greater Ontario Convention & Visitors Bureau, SMG managed Ontario Convention Center and Toyota Arena.
Prior to joining SMG Krouse served as the senior vice president of sales and client services for the Los Angeles Tourism and Convention Board, where he was responsible for managing several departments including meetings and convention sales, client services and research.
Under his nine years of leadership at Los Angeles Tourism and Convention Board, the generation of annual gains up to 318% in economic impact to Los Angeles, which resulted in an overall net gain of $5.8 billion during his term.
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