The San Diego Convention & Visitors Bureau is now the San Diego Tourism Authority.
Announced late last year, the new name is now in effect.
Joe Terzi, present of the San Diego Tourism Authority says the name is memorable, easy to understand and recognizable.
"The new name also speaks to the key role our organization plays as the authority on all things related to our region’s tourism industry," Terzi said.
The move is just the latest example of what appears to be a trend in the tourism board industry overall.
In November, the West Hollywood Marketing and Visitors Bureau was renamed Visit West Hollywood. In 2010 Savannah’s CVB became Visit Savannah.
The rush to rename CVBs all over the land may be SEO-driven, as organizations push to use names consumers put in their search engines. VisitBritain was at the helm of the SEO-inspired name change trend when it began using the "Visit" moniker over ten years ago.
To paraphrase Shakespeare, "A CVB by any other name…"
