Thursday, April 22, 2021
Career & Workplace

Michael K. Krouse, Recognized as Tourism Advocacy Industry Leader


California Travel Association Award presented

Ontario, California – (September 19, 2019)  Michael K. Krouse, CMP, CHME, CASE, President and CEO of the Greater Ontario Convention & Visitors Bureau, has received a prestigious award as the Tourism Advocacy Industry Leader from California Travel Association.  The annual award ceremony was September 12, 2019 at the JW Marriott at LA Live in Los Angeles, California where over 350 tourism leaders were in attendance at the dinner and award ceremony.  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.

California Travel Association (Cal Travel) is the united voice of the travel and tourism industry in the state, to advocate on issues and legislation that affects the industry.  “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.  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.” Said Michael Krouse, President & CEO of the Greater Ontario Convention & Visitors Bureau.

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.  Since its conception in 2014, the Greater Ontario Convention & Visitors Bureau, representing the cities of Ontario and Rancho Cucamonga to visitors nationally and internationally, has earned a $409 million economic impact to the region.

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 a number of departments including Meetings and Convention Sales, Client Services, Research and Membership.  Under his nine years of leadership, the generation of annual gains up to 318 percent in economic impact to Los Angeles resulting in an overall net gain of $5.8 billion during his term.



The Greater Ontario Convention & Visitors Bureau is the official destination marketing organization to promote the cities of Ontario and Rancho Cucamonga, California to visitors nationally and internationally.  As destination experts we provide leisure, meeting groups and meeting professionals with an unbiased, comprehensive resource when booking a tour, convention, meeting or event within the cities of Ontario and Rancho Cucamonga, California.  Ideal for leisure and business travel, the region boasts scenic mountains, deserts, vineyards and metropolitan areas that are both historic and cosmopolitan in character. Under the umbrella of the Greater Ontario Convention & Visitors Bureau is the California Welcome Center and several Signature Events to support the overall mission to drive visitors to the region.  The Greater Ontario Convention & Visitors Bureau provides the necessary destination support tools to execute a successful experience Visit

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Inland Empire Business Journal
The Inland Empire Business Journal (IEBJ) is the official business news publication of Southern California’s Inland Empire region - covering San Bernardino & Riverside Counties.