We’re here to answer your travel industry questions with qualified research and insights.

Ask a question


We’re here to answer your travel industry questions with qualified research and insights.

Ask a question


Our research dashboard will help you navigate the complexities of tourism marketing with the latest data on occupancy, airport traffic, consumer confidence and much more.

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Maximize your profits by learning more about the visitors who spend money at your business – when they travel, their preferred activities and how much they spend.

Global Statistics

Welcome to the Visit California Research Portal

Visit California is proud to commission and conduct research to measure travel and tourism in California, to develop and inform global marketing programs and to measure program effectiveness. By sharing the great majority of this research free of charge to industry stakeholders, Visit California aims to bolster the state’s travel industry. Find the most recently published and widely used research reports from this page. You can navigate to all of the Research pages form the Additional Research section above.

Help your team make informed marketing decisions

Visit California offers in-depth travel industry reports to help you stay on top of industry travel trends and effectively extend your marketing reach to travelers visiting California from around the world and year-round. You can better understand the global travelers visiting California - and your destinations - with reports that offer important information on visitor demographics, trip planning sources, average length of stay, spending by category and more.

For more information on these products, please contact Director of Research, Dan Mishell 

Community Research Forum

Discuss latest research, ask a question and join the conversations.

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Research Dashboard

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

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Have a Research Question?

Our Research Department is here to answer your travel industry questions with qualified research.


Industry Liaison Program

Meet your liaison and discover new ways to market your business.

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An Economic Engine

Visitors spent a projected $117.5 billion in California in 2014, providing $9.3 billion in state & local tax revenue.

Travel matters
Thank you to our Golden State Sponsors:
MeringCarson Wine Institute American Express Sunset