The destination marketing division of the City of Irvine which is funded by an assessment tax on overnight stays in Irvine hotels. The assessment formed the Hotel Improvement District (H.I.D.) that positions Irvine as a destination for visitors, meetings and groups. Destination Irvine, through direct sales efforts including marketing, public relations, lead generation, trade show participation, and familiarization tours, assists in generating more visitation to the city of Irvine.