Accessibility
Partner with us
Research & insights
Our impact
Resources
About us
|
Featured searches
Outlook Forum
Global brand
Road trips
Forecast
Sentiment
Marketing plans
The Santa Monica Pier,the end of Route 66, in Santa Monica, California on May 6, 2024.
International soccer-football play and fans enjoying World Cup™ in various venues. 458223727
A car drives down a coastal highway. The passenger and their dog stick their heads out the windows. Shot was taken as part of the 2024 Road Trips Up Around the Bend/Playful Journeys Brand campaign shoot.
Publication cover mockup with background for Visit California's FY 26/27 printed California Road Trips.
Stock image by LeoPatrizi taken in Venice Beach, CA, in April 2018. 4 friends roller-skate along Venice Beach in Santa Monica, CA during sunset.

California residents increasingly recognize the benefits of tourism

Results from the new 2025 study show California continuing to make steady progress across key resident sentiment indicators.
Read more

The World Cup in California

View the playbook and sign up for international marketing programs
Read More

Marketing Strategic Framework FY26/27

View the strategic document that informs Visit California's program of work
Read more

Catch a ride with Josh Meyers in the 2026 California Road Trips Guide

This year’s guide captures what makes California road trips unforgettable.
Read more

Global Leveraged Media Co-op registration open

Apply now for the current media flight
Read more
1
2
3
4
5
 

Driving demand for California travel

Marketing effectiveness (FY23-24)
$31.5 billion incremental spend
Visitor spending to tourism businesses across the state
Learn more
The Ultimate Playground (FY23-24)
92.7 million households reached
Bringing travelers to your business
Learn more
VisitCalifornia.com (FY23-24)
3 million handoffs to partner websites
Sending leads your way
Learn more
Get involved
Leverage content, research and networking initiatives that put California’s tourism industry first.
Share your story
Access data & insights
Boost your tourism program
More opportunities
California loading graphic
 
Led by California’s tourism industry
Our board
 

Newsroom

Stay up to date on the latest industry headlines
Browse all articles
Market spotlight: France
IPW 2026 highlights global demand for California travel
Trends Travel shows California’s luxury experiences for Chinese travelers
California Welcome Centers launch sensory resources for travelers
European influencers & press hit the open road in California
California residents increasingly recognize the benefits of tourism
Shot in spring 2023, by The Shipyard/Matthew Turley for the PME campaign. Photo shows a group of professionals talking amongst themselves at the Rady Shell in San Diego.
Create an account

Personalize your experience and access more research and opportunities.

Taking a photo of the view in Catalina Island, California on January 18, 2022.
Join our e-newsletters

Receive industry insights and critical program updates in your inbox.