Guiding Principles

Visit California’s primary objective to increase tourism is supported by the following principles that guide the program of work:

Do what the industry cannot do for itself.

Visit California will provide a statewide marketing and communications platform to promote the California Brand, as well as the value of tourism, to consumers and media around the world. Visit California serves as the foremost authority on the travel and tourism industry in California, as well as the issues affecting it, engaging in opportunities that will elevate the profile of the industry and the state overall. By unifying industry leaders to raise the relevance of the travel industry, Visit California aims to elevate elected officials’ perception of the importance of the industry.

Deliver value to and collaborate with tourism-related businesses.

Visit California will be a resource to the state’s DMOs and assessed tourism businesses by providing marketing opportunities, web leadership, authoritative tourism research, messaging framework, networking opportunities and other resources vital to the success of their operations. 

Build awareness and preference for the California brand to stimulate travel.

Visit California will develop marketing programs that attract new consumers to California through the power of the California Brand, while boosting the image of California overall. A diverse array of Visit California-developed marketing programs will provide industry partners with opportunities to reach new markets that are otherwise cost-prohibitive. 

Leverage all assets and alliances.

Visit California will introduce the California Brand to far-reaching audiences and establish strategic alliances with trusted in-market brands. Partnerships support efforts to develop relationships and elevate California’s overall image, through the media and other venues, with the goal of raising perceptions of California across the globe. 

Use key metrics and ROI to inform the strategic direction of the program of work.

Visit California will track and evaluate market penetration and program impact on attracting leisure travelers to reinforce organization’s value to travel-related businesses, as well as the state of California. 

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Marketing to China

Did you know that in 2016, 1.3 million visitors from China came to California?

Market Info
Thank you to our Golden State Sponsors:
MeringCarson Time Inc