The San Diego Tourism Authority is launching a $10 million multimedia campaign for the spring and summer seasons, targeting several major cities in the U.S., United Kingdom and Canada.

A statement from the agency said the annual campaign will include television, print, digital and billboard advertising. Running through June, the campaign will include advertising in several print magazines such as Travel + Leisure, Conde Nast Traveler and Golf Digest; and other media outlets including Hulu, ABC, Fox, TripAdvisor and USA Today.

There will be digital billboards promoting the San Diego market in Los Angeles and Phoenix. As in past years, the tourism agency is also partnering with Brand USA, the organization that markets the United States as a visitor destination, to run digital programs in Canada and the U.K.

“During the next several months, we will be promoting the destination extensively through multiple platforms to attract visitors to our region, in turn maximizing tax revenue for local governments,” said Tourism Authority President and CEO Joe Terzi.

According to Tourism Authority data, the San Diego region greeted approximately 34.2 million visitors in 2015, generating $9.9 billion in spending and $266 million in tax revenue. The region’s tourism industry employs approximately 173,000.