Forward Together: Global Program Review July '24 - Dec. '25

The accomplishments of an industry that remains essential to California's economic vitality

01 Tourism powers our economy 02 Governed by the industry 03 Program successes 04 Vote YES in the referendum 05 Order hard copies 06 More free resources

Together, we power California's economy

The strength of the California travel industry lies in its ability to represent and serve a vast, diverse network that unites destinations, attractions, accommodations, retailers, rental car companies, restaurants and transportation services through a shared commitment to California’s tourism economy.

This Global Program Review reflects the strength and reach of California’s tourism industry and how the collective investment of assessed businesses powers a global marketing platform that benefits the entire state.

Through industry-led strategy, measurable return on ad spend and efficient operations, Visit California delivers scalable programs and campaigns that maximize every dollar invested. By fostering collaboration and inviting broad participation, Visit California ensures that no single business or destination stands alone as we move forward together as one industry.

157.3

billion

visitor spending statewide

12.6

billion

state and local tax revenue

1.2

million

tourism-related jobs

Governed by the industry

Together, we will keep California thriving for those who call it home and for the travelers who return time and again to sip a locally brewed pint, laugh on Main Street and experience the magic found in every beach, vineyard, desert and redwood grove of the Golden State.

Dan Gordon & Ken Potrock , Former & Current Board Chairs

Ken Potrock
President, Major Events Integration
The Walt Disney Co.
Visit California Board Chair

Dan Gordon
CEO
Gordon Biersch
Visit California Board Chair
July '23 - June '25

Delivering 31.5 billion in visitor spending

Visit California's paid advertising and consumer website influenced more than $31.5 billion in visitor spending during FY 23/24 at accommodations, attractions, rental cars, restaurants, retailers, and transportation and travel services throughout California. This is visitor spending that would not have occurred without the organization’s marketing programs.

Learn more about Visit California's marketing effectiveness and how it's measured.

Vote YES to renew Visit California

Knott's Berry Farm, Buena Park, California

Reception at the Descanso Resort in Palm Springs, CA who caters to a male only audience.

Farmers Table, Piazza della Famiglia, San Diego, CA

In December, our industry will once again have an important opportunity to build on this foundation and ensure California remains competitive on the global stage when voting in the renewal referendum. By voting to renew our marketing campaigns, we will allow the 18,000 assessed businesses that fund Visit California to keep strengthening the brand, supporting communities through challenges and preparing the industry to seize the historic moments ahead.

Why support Visit California?

Industry-led - Guided and funded by the tourism industry, Visit California is shielded from politics and laser-focused on increasing travel spending.
Efficient, transparent, trusted - A full 85.8% of budget is spent on global marketing programs with only 14.2% on operations, way ahead of the national average for nonprofits. This efficiency has been a constant across a 27-year track record of perfect third-party audits.
A leader through crisis - In moments of disruption, Visit California becomes the industry’s most vital resource by activating quickly, communicating clearly and mobilizing support when timing is critical.

Learn more & vote