Renewal Referendum

For more than 30 years, Visit California has united the state’s tourism industry around a shared mission: to drive travel demand to the Golden State through strategic, industry-led marketing. That collective effort has delivered measurable results, with visitor spending reaching new heights of $157 billion in 2024 – proving once again that we are strongest when we work together.

Especially during times of crisis – from natural disasters and economic downturns to a global pandemic – Visit California provides swift, coordinated action to protect the California brand and help communities recover faster.

As a measure of accountability, California’s travel industry votes every six years whether to continue this vital marketing program.

• July 31
  Paid in full date
• Dececember 1
  Balloting period begins
• December 31
  Voting deadline
• January 2026
  Results announced

• Kevin Bass, General Manager/Vice President, Enterprise Holdings
• Javier Cano, Area General Manager, Marriott International
• Brian Chuan, Senior Director of International and Domestic Markets, South Coast Plaza
• Marriann Costello, Vice President, Scoma's Restaurant
• Geoff Freeman, President and CEO, U.S. Travel Association
• Ripton Melhado, Senior Vice President | Field Operations, Hyatt Corporation
• Jodi Merritt, President, H & L Charter
• Lynn Mohrfeld, President + CEO, CA Hotel + Lodging Association
• Ken Potrock, President, Disneyland Resorts
• Scott White, President & CEO, Visit Greater Pal ... 

View all coalition members