Latest News

Interview: Tourism presents "positive answer" to U.S. trade deficit with China -- industry leader
Xinhua - April 5, 2017
China is a rapidly growing market to the U.S. tourism industry, an area of bilateral engagement that presents "a positive answer to trade deficits," said a Californian industry leader. "I'm just ever hopeful that the relationship ... stays intact, because it's been very, very fruitful for both countries, and for our state," Caroline Beteta told Xinhua in a recent interview. "We would very much like to see the 10-year multiple-entries visa continue."
 

A Cultural Revolution?
The Sheet - March 31, 2017
In 2015, approximately 2.5 million people visited the United States from China. That same year, China surpassed Canada as the largest international spender on tourism in the United States, spending $27 billion in the U.S. Approximately 1 million of those visitors came to California.
 

Visit California – Global Ready China seminar
Sierra Wave Media - March 30, 2017
A record 1.3 million Chinese tourists visited the Golden State last year, collectively spending $2.9 billion. Visit California – the state’s nonprofit tourism marketing organization – has hosted more than 1,800 tourism industry partners in a statewide series of seminars to prepare the industry for welcoming Chinese visitors.
 

Global Ready China program prepares California for more than 1 million Chinese travelers
eTN - March 29, 2017
A record 1.3 million Chinese tourists visited the Golden State last year, collectively spending $2.9 billion. Visit California – the state’s nonprofit tourism marketing organization – has hosted more than 1,800 tourism industry partners in a statewide series of seminars to prepare the industry for welcoming Chinese visitors.
 

Already a major destination for Chinese tourists, Southern California primed for an even bigger boost
Daily Bulletin - March 28, 2017
“Chinese visitors spend $2.9 billion in California every year, supporting jobs and generating tax revenue for communities across the Los Angeles region,” Visit California President and CEO Caroline Beteta said. “Our state is becoming global ready to ensure we are delivering an unmatched experience.”
 

Interview: U.S. Golden State mounts charm offensive for Chinese visitors
Xinhua - March 25, 2017
"It's a global message we're carrying out, and I think the Chinese market is first and foremost," Caroline Beteta, President and CEO of Visit California, told Xinhua recently. "We invite you, we welcome you, come and be bold to dream."
 

Tourism is $126 billion state industry 
Sierra Star - March 7, 2017
Attendees, including representatives from Visit Yosemite Madera County, Rhonda Salisbury, CEO, and Kim Lawson, creative director, shared best practices and mutual success stories in the promotion of tourism while determining how best to continue to grow California’s $126 billion tourism industry that provides one million statewide jobs.
 

Over 500 global tourism industry leaders to attend Visit California’s 2017 Outlook Forum
eTN - February 24, 2017
“With California’s tourism industry reaching more global markets than ever, Outlook Forum provides an opportunity to bring our industry together to chart a strategic course for the future,” said Caroline Beteta, president and CEO of Visit California. “We’re bringing together the top minds in our industry with a dynamic roster of trendsetters, influencers and innovators who will shape the next generation of tourism in the Golden State.”
 

Chinese tourism, investments in Central Coast grow
Pacific Coast Business Times - December 16, 2016
Subscription required.
 

Chinese tourists poised to soon become California Central Coast's #1 international demographic
KCBX FM Central Coast Public Radio - December 14, 2016
China is a rapidly growing market to the U.S. tourism industry, an area of bilateral engagement that presents "a positive answer to trade deficits," said a Californian industry leader. "I'm just ever hopeful that the relationship ... stays intact, because it's been very, very fruitful for both countries, and for our state," Caroline Beteta told Xinhua in a recent interview. "We would very much like to see the 10-year multiple-entries visa continue."
 

Central Coast businesses trying to attract more Chinese travelers
KSBY 6 - December 7, 2016
These are just a few helpful hints those in the tourism industry need to keep in mind as the state and region welcome an increasing number of Chinese visitors. By 2018, Visit California, the state’s tourism promotion organization, predicts 1.8 million travelers from China will have visited the state, a 78 percent increase from 2014.
 

The time is now to get 'China ready' in toursim
The Desert Sun - November 20, 2016
China is California’s largest overseas tourist market and here on the Central Coast, businesses large and small are aiming to attract even more Chinese travelers. The number of tourists visiting California from China exceeded one million in 2015 and is expected to surpass 1.6 million by 2018.
 

 

Vacaville businesses prep for Chinese tourism
Daily Republic - October 30, 2016
Representatives of Visit California came to Vacaville this week to teach local businesses what they can do to maximize a growing Chinese tourism trade. “Global Ready China” seminars are being held across the state, providing “cultural, sales and service trainings that highlight the best practices for welcoming Chinese visitors,” a statement issued by Visit California said.
 

Attention Silicon Valley: Consider accepting China's national credit card
Silicon Valley Business Journal - October 27, 2016
Visit Vacaville talked international tourism Thursday morning. Representatives from businesses from across Northern California, including hotels, attended a Global Ready China seminar at the Sunrise Event Center to learn how they can attract and engage Chinese tourists. Visit California presented information, along with Visit Vacaville and UnionPay International.
 

Businesses gather in Vacaville for Chinese tourism talk
Reporter - October 27, 2016
Visit Vacaville talked international tourism Thursday morning. Representatives from businesses from across Northern California, including hotels, attended a Global Ready China seminar at the Sunrise Event Center to learn how they can attract and engage Chinese tourists. Visit California presented information, along with Visit Vacaville and UnionPay International.
 

China Southern teams up to boost tourism
China Daily USA - October 26, 2016
China Southern Airlines, the world's fourth-largest airline and the largest in Asia, has joined hands with Visit California, an industry-funded tourism board, to boost the influx of Chinese travelers to California. Under an agreement signed by the two sides last week in San Francisco, the airline and board will jointly commit $1 million to fund marketing programs in China, including special festival promotions and branding campaigns.
 

California actually benefits a lot from trade with China
Los Angeles Times - October 24, 2016
A quarter of all customers at Americana at Brand are Asian tourists or of Asian descent, Caruso says. Chinese tourists to California hit a record 1.1 million last year, out of 17 million total foreign visitors, and that number is expected to hit 1.5 million by 2018, according to Visit California, a nonprofit that promotes tourism.
 

Visit California signs million-dollar marketing deal with Chinese airline
The Sacramento Bee - October 20, 2016
Visit California, the Sacramento-based nonprofit group that helps develop the state’s tourism marketing programs, has signed a million-dollar deal with Asia’s largest airline to promote Chinese visits to California. Officials said the deal was signed with China Southern Airlines, the world’s fourth-largest carrier.
 

Visit California Signs Historic Marketing Deal With Asia's Largest Airline
Travel and Tour World - October 19, 2016
Visit California, the state’s industry-funded tourism board, today signed a historic $1 million marketing deal with China Southern Airlines, the world’s fourth-largest airline and the largest in Asia. The strategic partnership will promote Chinese visitation to California by funding marketing programs in China.
 

Caroline Beteta-Whitney, U.S. Travel Hall of Leaders, calls Grass Valley home
The Union - November 18, 2016
Considering her role as CEO of Visit California, it could be considered quite a statement that Caroline Beteta-Whitney calls Grass Valley home. After all, she’s ultimately responsible for highlighting all aspects that make the Golden State great.
 

U.S. tourism to enjoy continued growth through 2017
World Property Journal - June 7, 2016
According to STR and Tourism Economics' most recent forecast released this week at the NYU International Hospitality Industry Investment Conference, the U.S. hotel industry is projected to experience continued performance growth through 2017. 
 

As East Bay tourism heats up, Oakland airport gears up for growth
The Mercury News - June 6, 2016
As East Bay tourism heats up, Oakland International Airport is making changes to serve the growing number of travelers to the area and boost both its passenger count and role as a major gateway for the Bay Area travel market.
 

Blazing a trail: Tourism officials market North State's hiking, biking paths
Record Searchlight - May 28, 2016
Travel spending in 2015 generated $421 million, up slightly from the previous year, a Dean Runyan Associates study commissioned by Visit California said.
 

Tourism growth seen in state, SJ County
The Stockton Record - May 2, 2016
Powered by the economic recovery and increased business and corporate travel, San Joaquin County’s tourism grew to $734 million in 2015, up 2.3 percent for the year, state and local travel officials said Monday. 
 

Report: Tourism continues to boost Fresno County economy
The Business Journal - May 2, 2016
Visitors to Fresno County injected $1.407 billion into the local economy in 2015 and have continued to support the region, according to a statewide report released today by Visit California. 
 

Yolo tourism boosts county economy
Daily Democrat - May 2, 2016
Visitors to Yolo County have injected $317 million into the local economy and continue to support the region, according to a statewide study released Monday by Visit California, the Yolo County Convention and Visitors Bureau reported.
 

Visitors to Los Angeles County spent a record $20.6 billion in 2015
Los Angeles Times - May 2, 2016
Tourism in California and Los Angeles County continued on its record pace last year, largely driven by new visitors from Asia. But spending by international visitors statewide was down as weaker foreign currency curbed their purchasing power in the U.S. 
 

Tourists spend $1.27 billion in Napa County
Napa Valley Register - May 2, 2016
Napa County visitors spent a record $1.27 billion in the county in 2015, an increase of 8.9 percent over the year before. That’s the highest percentage gain among all nine Bay Area counties. 
 

Visitors from China: As numbers grow, the search is on for ways to increase their welcome
Napa Valley Register - April 14, 2016
Chinese visitors to the Napa Valley presently make up only a small percentage, but that is expected to change in the coming years. 
 

Big investments in Potter world and other attractions will pay off for the Southland economy
Los Angeles Times - April 10, 2016
The new Harry Potter attraction is off to a smashing start, but it is only one of several new big-ticket expansions that are expected to boost Southern California's $44-billion tourism industry. 
 

 

 

 

 

 

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