Yes, I Support the Visit California Renewal!
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The Road to Renewal
For over 30 years, Visit California has led the effort to make California a top travel destination, driving record-breaking visitor spending and supporting businesses of all sizes.
As we look forward to Visit California’s fifth referendum later this year, an opportunity to shape the future of California tourism by continuing the state’s marketing efforts, we hope you will take the time to join the coalition and stay tuned for exciting updates from the road.
We Support the Renewal
- 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 Palm Springs
Every six years, California’s travel industry considers whether to continue the program. This year state’s travel businesses that invest in Visit California have the opportunity to participate in a vote to continue the program through 2031. In 2019, the latest renewal, 95% of votes were cast in favor of the program.
The voting period was approved by the California Travel & Tourism Commission board of directors in June 2025. Ballots will be available Dec. 1, 2025 and must be submitted by Dec. 31, 2025.
Businesses that have paid their assessments and any fines or late fees up through and including assessments that were due in July 2024 will be eligible to vote in the referendum. For questions about your eligibility, email assessment@tourism.ca.gov.
Eligible voters will receive a ballot in the mail and an email from TrueBallot, a third-party election firm. The paper ballot can be sent back or a vote can be cast online. You will need your PIN to vote online; it can be found on the ballot or in the email that will be sent to you during the voting period.
Please send an email to vote@visitcalifornia.com.