Why Travel Matters

Research Updates

View the most recently published and widely used research reports to help develop and inform your global marketing programs.

Latest Research

Research Updates

View the most recently published and widely used research reports to help develop and inform your global marketing programs.

Latest Research
\r\n

Fueling California's Economic Engine

Visit California's work on behalf of the tourism industry is keeping California a top travel destination. The return on investment benefits all Californians.

Learn More
\r\n

Why Travel Matters

Travel and tourism is one of California’s most important engines for economic growth. Travelers spend hundreds of millions of dollars in communities across California every day, spending a projected $126.3 billion in 2016 which directly supported $45.4 billion in earnings for over one million California employees.

To learn more about the economic impact travel and tourism have, view the complete California Travel Impacts 1992-2016p report by Dean Runyan Associates or view the data by region or county soon.

The allure of the Golden State must be marketed frequently and vigorously in order to reach potential visitors across the United States and around the world. Other destinations also recognize the significant benefits of a growing tourism industry and are increasing their investment to attract visitors at California’s expense. Without investment and support for its tourism industry, Californians will lose the economic benefits and quality of life that we’ve come to enjoy with a strong tourism economy.  

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

Research Dashboard

Our monthly report highlights key tourism industry indicators to help you plan.

Subscribe Today

California Stats & Trends

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

Read More

Industry Relations Program

Meet your regional representative and discover new ways to market your business.

Learn More

Marketing to China

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

Market Info

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