In the News

Brand USA to hire resources to understand India market

Express Travel World

Recognizing India as a potential key emerging market for the United States, Brand USA's goal is to place India among its top ten markets within the next two years.

Travel Industry Continues to Put Americans Back to Work

Travel Agent Central

The Labor Department's report that the economy created 114,000 jobs in September while the unemployment rate fell to 7.8 percent, the lowest level in 45 months, was noted by David Huether, senior vice president of economics and research at the U.S. Travel Association.

Taiwanese to Gain Visa-Free Travel to U.S.

The Wall Street Journal

Taiwanese will be allowed to visit the U.S. without having to apply for a visa, after Homeland Security Secretary Janet Napolitano announced Taiwan's inclusion in the U.S. visa-waiver program from Nov. 1.

Travel and tourism spending increased in Q2

Central Valley Business Times

Real spending on travel and tourism increased at an annual rate of 2.1 percent in the second quarter of 2012 after increasing 4.9 percent (revised) in the first quarter, according to a report Wednesday from the Bureau of Economic Analysis, part of the U.S. Department of Commerce.

Travel Industry Achieves International Visitor Record

Travel Agent Central

Proof that travel is a bright spot in the economy is offered by new Commerce Department data that shows international visitors have spent an estimated $82.2 billion on U.S. travel and tourism-related goods and services year to date.

White House Forum Shines Light on Travel's Economic Impact

Travel Market Report

In a sign that the travel industry is finally getting respect from the federal government, the White House Business Council welcomed top travel industry leaders last week to the first in a series of forums on economic competitiveness.

Travel and Tourism Industry Vital to Job Creation

The White House Blog

Earlier this week I joined Secretary of the Interior Ken Salazar for a dialogue with leaders within the travel and tourism industry at the White House Business Council American Economic Competitiveness Forum. We held a very useful discussion about how the Administration can continue to help support travel and tourism and the millions of jobs associated with the industry.

Another strong year for Sonoma County tourism

Press Democrat

Camille LeGrand originally opposed the 2 percent levy that financed the creation of the Sonoma County Tourism Bureau more than seven years ago. “I didn't want any more taxes on my guests,” said LeGrand, owner of Russian River Getaways, which books vacation homes from Santa Rosa to Jenner.

Agritourism is a Summer Must-Do in Paso Robles

Paso Robles Insider

Barbeques, pool parties, fun in the sun. To many Americans these are iconic summertime experiences. And while summer in California is filled with lazy days on the beach and fun splashing poolside, the Golden State holds so much more for summer travelers

U.S. travel industry adding jobs faster than other sectors

The Colorado Springs Business Journal

The U.S. travel industry has created jobs 26 percent faster than the rest of the economy, one travel industry economist said.

We Vote for the Golden Coast

Fox & Hounds

As Californians took to the polls yesterday, there’s something we all can agree on, that tourism should have everyone’s vote. As attention turns to November and beyond, the travel and tourism industry continues to be shining bright for the Golden State.

Noreen Martin Appointed to State Tourism Board

Paso Robles Press

"Visit California is thrilled to have the opportunity to have someone as dynamic as Noreen Martin on our board. Martin Resorts epitomize the luxury and diversity that make up the California travel experience. Her expertise in hospitality and dedication to the tourism industry will continue to elevate our organization," said Caroline Beteta, president and chief financial officer of Visit California.

North state tourism industry reaches out to international visitors

The Record Searchlight

Last year was a milestone for the state's tourism economy as visitor spending surpassed the $100 billion mark for the first time. And foreign dollars were a big reason why. Caroline Beteta, who as CEO of Visit California heads up the state's $50 million global marketing program, said the foreign influence on the state's tourism industry is only going to grow. Spending by international visitors has gone from 42 percent of total out-of-state spending in 2008 to a projected 50 percent in 2011...Visit California officials estimate that international visitor spending will jump 7 percent in 2012.

Tourists account for $1.39B in Santa Monica in '11

Santa Monica Daily Press

"Tourism is the number one service we export," Beteta said. "That means jobs." Beteta encouraged those in the hospitality industry to continue their efforts to market their destinations, particularly since travelers are becoming more savvy and cost conscious. With competition on the rise, it's critical to reinvest.

California's Free Road Trips 2012 Guide Focuses On Family Road Trips

Yahoo! Finance

"California is home to many iconic destinations – many of which are best viewed from the road. Visitors who travel our highways and biways can experience the incredible diversity of the state from its spectacular coastline to the higher ground of the Sierra and everything in between," said Caroline Beteta, president and CEO of Visit California. "California Road Trips 2012 reinforces the best of California with a focus on our incredible attractions that every member of the family will enjoy."

Greater Palm Springs Oasis brand, logo unveiled

The Desert Sun

Envision an oasis. It's a sunny desert valley nestled amid three mountain ranges, a place where visitors can experience a sense of escape, adventure and relaxation.
It's also a collection of experiences — golf outings, film and music festivals, street fairs, and more — that engage the senses and nourish the spirit.
That's the concept behind a new destination brand the Coachella Valley's top tourism agency unveiled to the public Tuesday.

Travel and Tourism Week Wins Record-Breaking Support

Travel Agent

With more than 120 cities and states holding rallies and events, this year's National Travel and Tourism Week nearly doubles last year's participation and sets a new record, U.S Travel says.

California Travel Association to Honor Industry's Best at 30th Annual Summit June 4-6

PR Newswire

Individuals and organizations who have made significant contributions to advance the state of California's travel industry will be honored at the California Travel Association's (CalTravel) 30th Annual California Travel Summit,June 4-6, at the Sacramento Convention Center.

Choice Hotels International Survey Shows Americans Plan to Travel More This Summer with Value as Top Priority

Hospitality Net

Nearly one-in-five (18%) Americans plan to take more vacation trips during this summer than last summer but are keeping value for their travel dollars top of mind, according to a national survey conducted online by Harris Interactive on behalf of Choice Hotels International among 2,199 U.S. adults in April.

Pow Wow to boost California economy

e-Travel Blackboard

“In terms of economic impact and global exposure, International Pow Wow is the Olympic Games of the U.S. travel industry,” Visit California president and CEO Caroline Beteta said. “Hosting IPW in Los Angeles this year and San Francisco last year gave Visit California an incredible opportunity to show off our diverse tourism product to the world’s most influential and top-producing buyers of U.S. travel products.”

Only 2 Industries Have Recovered All The Jobs Lost In The Recession

Business Insider

Tonight we look at the jobs recovery by various industries.  The table below shows that the Leisure & Hospitality and Mining industry have recovered all the jobs lost during the Great Recession. The recovery has produced 1.25 million Professional Service jobs, almost 83 percent of those lost during the recession.

Santa Cruz Artist-chef Jim Denevan featured in Brand USA campaign to entice foreign visitors

Santa Cruz Sentinel

Santa Cruzan Jim Denevan's panoramic sand art and his iconic "Outstanding in the Field" table set at a farm are featured in Brand USA's "Land of Dreams," a $12.3 million ad campaign unveiled today at the US Travel Association's annual International Pow Wow in Los Angeles, attended by travel representatives from 70 countries.

To Attract Tourists, America Gets a Theme Song


Let’s play word association: I say travel, and you say …  “Revenue generator” is probably not the first thing that comes to mind. Yet according to U.S. Travel Association, overseas visitors to America spend an average of $4,300 each, enough revenue to create one new American job per every 37 visitors. Travel is in the top 10 industries in 48 states and the District of Columbia.

State Department Congratulates Brand USA on New Campaign

U.S. Department of State

The State Department supports Brand USA, a public-private partnership with the mission of promoting increased international travel to the United States, and applauds the unveiling of its initial marketing campaign. We welcome its efforts as part of the President’s tourism initiative to support economic growth and job creation.

US To Launch Major UK Advertising Campaign


The United States will launch its first-ever comprehensive marketing campaign in the UK next week, which will include TV advertising, print ads, outdoor signage and social media strategies.  Brand USA, the new tourism marketing body responsible for promoting the destination worldwide, said its goal was to "rekindle the world's love affair with the USA".

California’s Attractions Invest in Major Upgrades to Stay on Top of Family Travelers’ “Must-Do” Lists

eGlobal Travel Media

“California is the quintessential all-season, family destination that appeals to every generation,” said Caroline Beteta, Visit California President & CEO. “Kids of all ages, parents and grandparents can enjoy quality time together and create memories that will be cherished forever while experiencing the vast array of new attractions debuting this year.”

California’s Great Weather & Incomparable Beauty Inspire Visitors to Get Outdoors

eGlobal Travel Media

“An estimated 64.4 million visitors participated in outdoor recreation activities in California in 2010,” said Caroline Beteta, President & CEO of Visit California and Vice Chair of the Corporation for Travel Promotion (CTP). “Given no other state offers California’s diversity and abundance of landscapes, parks and activities, it’s easy to see why so many people are inspired to relax, connect with nature and explore their wild side here.”

Downtown Auburn Gets California Welcome Center

Auburn Journal

AUBURN CA - Downtown Auburn will become even more welcoming on Monday.  After more than a year of planning and preparation, the California Welcome Center and Placer County Visitors Center is moving from the Foresthill exit to a city-owned building on Lincoln Way, just off Central Square.  Movers and staff were working late last week to make the location shift as smooth as possible. And even while the office was closed, people poking their heads in the door were greeted with a warm welcome.

Brand USA Has Fabulous Product to Sell

Media Post

Over the next week or so, Brand USA will unveil its campaign for marketing a certain product we all know – the United States of America.

Rob Lowe: from Golden Globe to Golden State tour guide

If you're looking to plan a California getaway but don't know where to start, Lowe shares some of his insider tips from living in the state for 35 years in a web series for Visit California.

Rob Lowe Wants You To 'Visit California'

Rob Lowe discusses his passion for California, the abundance and diversity of visitor experiences across California, the new web series on the Visit California consumer site and the importance of tourism to the California economy – including the 900,000 jobs the industry supports.

Travel-industry trade show is heading to Los Angeles

Los Angeles Times

Tourism is already a booming industry in Los Angeles and may soon be even bigger.  The city is gearing up to host one of the nation's largest trade shows for the travel industry, an April 21-25 gathering at the Los Angeles Convention Center that is expected to attract more than 1,500 travel business operators and generate at least $10 million in spending during the event.

National Park Week:  Free entry to 397 parks nationwide this month

Los Angeles Times

National Park Week offers free admission at parklands nationwide, making this month a good time to plan an outdoor getaway. 

The State of Design: Public spaces with a desire to inspire

April 2002 Issue

Visit California, formerly the California Travel & Tourism Commission, envisioned a headquarters that offers guests and employees alike a taste of California’s many flavors. Built by HMH Builders, the new Sacramento office juxtaposes an urban, loft aesthetic against rustic, woody and coastal elements inspired by the state itself.

Cabinet Member in S.D., Talks Tourism

U-T San Diego

The key to raising the United States’ standing as a top tourist destination is to better promote its national treasures, be it the San Diego Zoo, the Statue of Liberty or the Everglades, U.S. Secretary of the Interior Ken Salazar said during a stop here Wednesday afternoon.

Radisson Survey Shows Americans Skip Vacation

USA Today

Almost half of Americans are not taking all of their vacation time, a new national survey commissioned by the Radisson hotel chain found.

Ken Salazar To Visit San Diego Zoo Wednesday

KPBS Radio News

Secretary of the Interior Ken Salazar to host a town hall-style event on travel and tourism at the San Diego Zoo highlighting California as a top tourist destination for outdoor recreation in the West.

Los Angeles Tourism Board Makes Debut as New Name for LA INC. The Los Angeles Convention and Visitors Bureau

Market Watch

Los Angeles has unveiled a fresh, new identity for visitors and convention attendees, with LA INC. The Los Angeles Convention and Visitors Bureau changing its name to the Los Angeles Tourism & Convention Board.

Selling America Abroad

The New York Times

Time was when just the mention of the Grand Canyon, the Pacific Coast Highway or the New York skyline was enough to entice tourists from around the world. But that was before 9/11 and the rise of security barriers on entering the United States. And it was before Asia’s economic renaissance drew travelers there.  So come May, the United States will begin the first coordinated effort to market itself overseas, using billboards, social media, public relations, trade shows and educational campaigns. 

Amgen Tour of California Presents Race Jerseys for 2012

AEG, presenter of the Amgen Tour of California professional road cycling race, has unveiled the official race jerseys for the 2012 race taking place May 13-20. The custom race jerseys, produced by Hincapie Sportswear, official jersey supplier for the Amgen Tour of California, are awarded to the race leaders in various categories throughout the eight-day competition.

Job gains seen in suffering 'sand states'

USA Today

The four states hit hardest by the housing bust — Arizona, California, Florida and Nevada — have seen job growth pick up noticeably in recent months. And that bodes well for the nation's employment picture.

California Travel and Tourism - We are open for business!

Fox & Hounds Daily

Thanks to a recent executive order by the Obama Administration, California is expected to realize $140 billion of the estimated $850 billion in additional revenue that traveler spending will bring to the U.S. through the new federal plan for quicker visa processing.

World Travel & Tourism Council talks opportunities for global growth

Breaking Travel News

World Travel & Tourism Council president David Scowsill is urging governments around the world to wake up to the potential of the sector to boost economic growth. (Q and A)

Obama gives tourism boost

Vindy - The Valley's Homepage

President Obama’s decision to speed-up visa processing for low-risk Chinese and Brazilian travelers will give the recovering U.S. economy a welcome jolt of new energy this summer and beyond.

ITB Berlin Presents World Tourism Industry

Travel News Gazette

The 46th ITB Berlin opened its doors on Wednesday to travel professionals at Messe Berlin, where will host thousands of travel professionals until 11 March 2012.

Travel & Tourism Forecast to Pass 100 Million Jobs and $2 trillion GDP in 2012


According to research by the World Travel & Tourism Council (WTTC), the global Travel & Tourism industry will grow by 2.8% in 2012, marginally faster than the global rate of economic growth, predicted to be 2.5%. This rate of growth means that Travel & Tourism industry is expected to directly contribute $2 trillion to the global economy and sustain some 100.3 million jobs.

Why Pinterest works in the travel industry (ESPECIALLY destinations)


The power of Pinterest is not its obvious, yet unproven ability to drive traffic and (perhaps) sales, but rather the window it opens into the travel aspirations of the consumer.

Facebook Pages get more interactive and social with Timeline treatment


Travel companies on Facebook will have to rethink their Pages’ interactivity, “look” and navigation as Facebook announced that improvements – or changes, that is — will be coming to corporate Pages by March 30.
Over the past few months, individual Facebook users have dealt with the introduction of the Facebook Timeline as the default format for their profiles, and now the new Facebook Pages for businesses and organizations similarly Timeline treatment.

First lady announces travel industry commitment to help vets, military families find jobs

The Washington Post

WASHINGTON — The travel industry is promising to create nearly 3,000 jobs for veterans and military spouses by 2014 as part of a program announced Wednesday by Michelle Obama.
The first lady’s office said the American Society of Travel Agents was creating a coalition to help veterans and military spouses get jobs in the travel industry and hang on to them as families are transferred to different military bases.

Network in the Community

It's where California's travel industry connects and shares business insights.

Join Today

Grow Your Business

Discover new ways to increase your visibility around the world.

Learn More

California Stats & Trends

Get the latest research on domestic and international travel to California.

Read More

Global Landscape

Learn more about Visit California's 14 global markets.

Read More

Upcoming Events

View a complete list of upcoming California tourism industry events and join us!

View Events
Thank you to our Golden State Sponsors:
MeringCarson Time Inc