Dreams have long guided the California tourism industry. From a time when the state was losing market share, a dream was born to transform the effort of marketing California as a destination into something bigger. Travel industry leaders gathered together to create the nation’s first public-private partnership devoted to promoting state tourism.

Economic Success

The dream has paid dividends. California was the first U.S. state to reach $100 billion in annual travel-related spending — more than some entire countries!

Industry-Leading Returns

In 2013, Visit California’s marketing reached more than 53 million people, returning $300 to the state for every $1 spent on marketing.