It’s Working.

California’s tourism industry has given a resounding “Yes” to the Visit California Marketing Renewal, passing with 95% of votes in favor — the highest approval rating since Visit California’s inception, even among the largest pool of voting stakeholders to date.
Visit California's budget allocation
21,000 business fund California's tourism marketing
Visit California's marketing
Global map

It's working

Global Reach

Visit California reaches a large audience of potential visitors from throughout the country and across the globe.
Fiscal Responsibility

It's working

Fiscal Responsibility

88% of Visit California’s budget is allocated directly to global marketing efforts.
“Strong fiscal health is a priority for Visit California, and we’re always working to ensure maximum return on your investment.”
Dan Gordon | CEO
Gordon Biersch
Statewide tourism marketing program

It's working

Statewide Investment

21,000 tourism businesses help fund the statewide marketing program.
Tourist spending in CA

It's Working

Traveler Spending

Travelers spend in every segment in every community across the state.

Last year visitors spent more than $140 billion
at businesses across the state. 

Visitor Spending
State & Local Tax Revenues
*Statistics reflect data for 2018. Source: Dean Runyan Associates, Inc.
Montage logo
"Without Visit California, marketing the state as a tourism destination would end — endangering the tourism industry and threatening its growth."
James Bermingham | Executive Vice President, Operations
Montage International