Visit California is a not-for-profit, 501(C)(6) corporation formed in 1998 to work jointly with the State of California’s Division of Tourism to implement the annual Marketing Plan, which promotes California as a travel destination. While these two partners (Visit California and Division of Tourism) are separate legal entities, they are commonly referred to jointly as California Tourism.
From 1998 to 2003, California Tourism consisted of the originally conceived private-public joint marketing venture partnership of Visit California and the State of California. The sole source of California's tourism marketing budget is now directly derived from assessed businesses in the travel and tourism industry.
Visit California operates under the auspices of the Governor’s Office of Business and Economic Development (GO-Biz). The GO-Biz Director serves as chairperson of the organization.
The 37-member Visit California commission comprises individuals from all 12 regions of California. Members represent five principal industry sectors: Accommodations, Restaurants and Retail, Attractions and Recreation, Transportation and Travel Services, and the Passenger Car Rental Industry. Twenty-four of the board members are elected by assessed California businesses, while 12 are appointed by the governor. The 37th commissioner serves as the Visit California chair; currently the commission is chaired by Senior Advisor to the Governor Mike Rossi. The Board meets three times a year to direct Visit California’s programs and activities. A statewide Marketing Advisory Committee also provides input in developing the marketing plan.