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Media Contact: Steve Lambert, The 20/20 Network

(909) 841-7527, [email protected]

Introducing GOCal, the next generation of tourism and hospitality in SoCal’s Greater Ontario region

(ONTARIO, California, April 20, 2023) – The premier tourism organization representing the cities of Ontario and Rancho Cucamonga in Southern California’s fastest-growing destination has a new name and brand to better reflect Greater Ontario’s role as an international gateway.

Starting today, the Greater Ontario Convention & Visitors Bureau has officially rebranded to GOCal (Greater Ontario California), the trusted tourism authority to meeting planners and leisure visitors for the Inland Empire, providing regional expertise, leadership, conventions and events, and customized solutions that drive memorable experiences across the region.

The rebrand, introduced today during an event at the Ontario Convention Center, follows months of research and outreach by the GOCal team and the marketing and advertising experts at JNS Next – an agency specializing in destination marketing. Hundreds of stakeholders were surveyed, expressing “overwhelmingly positive responses” to Greater Ontario as a destination and the Convention & Visitors Bureau as an organization.

“We are thrilled to launch GOCal as the next-generation of tourism and hospitality planning in the Inland Empire, and to underscore the vital role this industry plays in this dynamic region we serve. As the regional destination authority, GOCal will strengthen partnerships and elevate Greater Ontario and the region with brand identity to increase destination demand and create even greater economic impact and employment opportunities,” said Michael Krouse, GOCal President and Chief Executive Officer.

Among the goals of the rebrand is to generate a return of $23 in broad economic benefit for every $1 invested in tourism – leisure and convention planning.

Watch the brand reveal video created by our partners at JNS Next here:

The stakeholder survey offered an enthusiastic endorsement, giving high marks to the region’s notable visitor assets, including the variety and quality of retail options, Ontario International Airport (ONT) and freeway access, and the Ontario Convention Center itself. Three-quarters of stakeholders agreed that tourism is good for the community and worth promoting. Community pride, diversity and convenience all were described by stakeholders as significant attributes of Greater Ontario and Inland Empire region.

The rebranding comes as Greater Ontario and the Inland Empire have emerged as one of the nation’s most highly sought-after population and economic centers. The region recently surpassed the San Francisco Bay Area as the 12th largest metropolitan area in the U.S. and leads all of California in job growth.

The leisure and hospitality industry plays a critical role in driving the region’s prosperity, directly employing more than 180,000 people. A recent economic study by Oxford Economics showed that ONT alone generates $3.8 billion in annual economic activity and supports 27,800 jobs.

Read through our new brand book here.