Travel in California is back and going strong, according to the experts who see higher bookings and growth in the hotel sector.

While travel in California took a "hit" in the economic downturn of 2008, travel has been steadily growing with particularly markets targeted for potential future growth. Those markets include countries such as China.

California's strong summer visitor segments from the hot desert states of Arizona and Nevada continue to be a mainstay of the strongest travel season which typically runs from May through September.

Among the growing outreach of cities and marketing groups to position their California destinations in a competitive marketplace, the state has seen dozens of new entities spring up with funding sometimes dedicated to a particular project or time frame. Other efforts may be done in-house through chambers of commerce and cities in California.

One thing is certain. Tourists seek new and unique experiences and are willing to explore the hidden gems within the California brand.