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Destination Irvine is the City of Irvine's official Destination Marketing Organization. Under the City of Irvine, Destination Irvine, funded by a self-imposed assessment tax through a Hotel Improvement District (HID), positions Irvine as a destination for visitors, meetings and groups. Destination Irvine, through direct sales efforts including database marketing, lead generation, trade show participation, and familiarization tours, sells the destination.

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