PALM SPRINGS- The Palm Springs International Film Festival kicked off the new year with more tourists and more money for local business here in the valley, and it's a trend officials say won't let up anytime soon.

 

Now the local tourism industry is hoping to capitalize on the momentum by attracting more out of state and international tourists. Virgin American just added a direct flight from New York, which is helping bring in more out of state visitors. Officials say international tourism is up as well, with nearly twenty percent of tourism dollars in the valley coming from international visitors.

 

"We are even starting to make inroads into the Asian market, partnering with our friends in LA as a gateway city for us and really broadening the brand of Palm Springs," said Executive Director of Palm Springs Bureau of Tourism James Canfield.

 

The tourism industry is gearing up for more record-setting tourism in the coming months. The Humana Challenge golf tournament, the BNP Paribas Open and Coachella Fest are expected to bring in hundreds of thousands of visitors to the valley.

 

-Jessica Flores, KMIR6 News.