Panos Kakaviatos

California Governor Arnold Schwarzenegger is set to promote the state's wine and food in a series of TV ads.

Modelled after a successful string of California tourism advertisements featuring actors like Clint Eastwood, the new spots will feature 'stars of California's food and wine world,' said Nancy Light, communications director of California's Wine Institute.

Light told decanter.com that well known chefs and winemakers would be featured. It was too early to disclose names, she said. It has not been announced exactly what part the governor will play.

The television spots, which start in February, will be funded through a five-year promotional partnership, announced this week, between the California Travel & Tourism Commission (CTTC), a private non profit company, and the Wine Institute.

'California is the most visited state in the US for food and wine-related activities,' said CTTC Executive Director Caroline Beteta in a press release.

America's largest wine producer, California has nearly 2,300 wineries and accounts for 90% of US wine production.

According to statistics quoted in the CTTC statement, the top 17% of American leisure travellers – some 27.3m people – have engaged in culinary or wine-related activities when travelling.

Well-educated and more affluent than other US travellers, they cross most age groups, and take almost seven domestic and international trips per year: 15% more than the average US leisure traveller.

To further develop such travel, the partnership will also fund a new culinary website and sponsor publicity and special events over the next five years, Light said.