All Dreams Welcome Toolkit

Optimizing Visit California’s "Dream Big" brand platform and “Living the Dream” campaign to deliver a welcoming message — in authentic, genuine, irreverent Golden State style.


California depends heavily on tourism from international visitors who, in 2016, were collectively responsible for more than $25 billion in spending. Recent national policies are negatively affecting sentiment among likely travelers to the United States. So now, more than ever, it is critically important that California is perceived as a welcoming destination among visitors from California’s key international markets. Visit California developed an “All Dreams Welcome” communications strategy and deployed a multi-pronged messaging campaign to proactively address the current climate and preempt further negative impacts on the state’s tourism industry.

“All Dreams Welcome” adapts California’s global Dream Big brand positioning into a communications platform that celebrates the state’s inherent openness and hospitality – our “everybody is welcome culture” – and fuels greater participation with the brand over the long term. It is a delicate assignment that must walk a tightrope between:

  • Communicating a welcoming message with international audiences
  • Supporting the efforts of focusing on the safety of America

Strategic Approach

The “All Dreams Welcome” platform leverages Visit California’s significant global brand investment, and, while not political in nature, targets our key international markets. Intelligence gathered from Brand USA’s travel sentiment reporting tool helped hone in on immediate impacts from key markets in order to develop a nuanced messaging strategy that addresses country/region-specific challenges. Designed to “roll out the red carpet” for all visitors and drive home the point that California and the California brand stand apart, the campaign welcomes any and all who dream big. The campaign highlights achievers from other countries who have fulfilled their dreams and achieved success living and working in California to illustrate the state’s anything-is-possible ethos and vibrant melting pot culture.

The “All Dreams Welcome” messaging has been integrated into as many elements of Visit California’s existing consumer-facing marketing tactics as possible. The multi-pronged initiative relies heavily on PR, with additional paid digital and social content components, as well as activations using owned channels in select international markets. Opportunities have been created for industry partners from co-ops to executive leadership in-market missions.


All Dreams Welcome Toolkit:

  1. Talking points
  2. Key links between California and Mexico
  3. Key links between California and Canada
  4. Market Blueprints - Mexico
  5. Market Blueprints - Canada
  6. Media Q&A
  7. Social media toolkit
  8. Social media imagery
  9. Sentiment research

Download the complete toolkit here (.pdf).

For more information, contact


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