Commonly Asked Questions
What is the referendum?
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.
What is the timeline for voting?
The voting period for the Visit California Marketing Renewal will take place in late 2025. Official voting dates will be announced at the June board meeting.
Who gets to vote?
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.
How will I vote?
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.