Desert mountain


Commonly Asked Questions

What is the referendum?

In December 2019, the state's travel businesses considered whether to continue the statewide marketing program. California’s tourism industry gave 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.

Who gets to vote?

An assessed business that has paid outstanding balances by September 30, 2019, is eligible to vote in the referendum. Contact or (916) 444-0430 to find out if you are eligible.

Who receives a ballot?

A ballot is issued to an assessed business with no outstanding balances by September 30, 2019. The ballot is addressed to the voter identified by the business or generically to Assessed Business Partner when no contact has been identified. If you have a question, please contact or (916) 444-0430 for assistance.

How do I vote?

Voters received a ballot in the mail and an email from TrueBallot which can be sent back or used to vote online. You will need your pin number to vote online, and it can be found on the ballot or email sent to you in November. If you no longer have your pin number, please contact or (916) 444-0430.

What is the timeline for voting?

  • October 2017: California Travel & Tourism Commission approves resolution authorizing 2019 referendum
  • July 2019: Office of Tourism issues letter announcing intent to call referendum pursuant to Tourism Marketing Act
  • September 30, 2019: Deadline for assessed businesses to pay outstanding balances in order to be eligible to vote
  • November 2019: Ballots arrive via mail and email and voting opens online
  • December 31, 2019: Deadline to cast vote
  • January 2020: Referendum results announced

Who can I contact with questions?

For questions regarding the balloting process, including undelivered and lost ballots, please contact or (916) 444-0430 for assistance.

Avis Budget Group
"Visit California is industry led and industry funded, ensuring that resources are spent efficiently and in direct support of the tourism industry."
Paula Beck | Vice President of Global Accounts - West
Avis Budget Group, Inc.