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Let’s Bring the World to

California tourism economy grew in 2021; still lags pre-pandemic peak.

$100.2B
Visitor Spending
$9.8B
State & Local Tax Revenues
*Statistics reflect the 2021 calendar year. Source: Dean Runyan Associates, Inc.
Visit California's California Road Trips guide 2022-23
'California Road Trips' 2022-23 Features Eight Themed Itineraries, Sustainability Guide

By Lucas Himovitz
7/14/2022

Begin your Golden State adventure today with the 2022/23 “California Road Trips” guide, now available to visitors and industry members.  This year’s 60-page publication has two distinct covers — Los Angeles and the Sonoma Coast — and includes two sections: a guide to sustainable road trips alongside eight themed dream drives that chart a course through the entire state. You can order bulk boxes for your guests and colleagues for free. Part one, a “Guide to Sustainable Road Trips,” arms readers with everything they need to know to explore California in an eco-friendly way. This section walks readers through planning an eco-friendly trip and covers electric vehicles, trip timing, what to pack and an introduction to “regenerative travel” or leaving a destination better you found it. A special feature article highlights California towns, counties and regions that have made green travel a priority. The eight themed itineraries represent the breadth of California’s geography while exploring a mix of classic and surprising experiences: “Wine to Waves” takes readers on a journey through four wine regions — Yolo, Napa, Sonoma and Mendocino — connected by one road: Highway 128. Those looking for luxury can take the “SoCal Splurge,” which starts in Laguna Beach and ends in Santa Barbara. “A Geek’s Guide to California” is an epic journey through locations used in sci-fi classics. The “Autism-Friendly California Adventure” celebrates attractions and destinations that have made extra effort to accommodate those with autism. Four more dream drives offer equally exhilarating and intriguing road trips worthy of repeat visits to the Golden State. One million copies of the guide will be circulated to consumers with the August issues of Travel + Leisure, Food & Wine, and AllRecipes magazines, and distributed at California Welcome Centers and on VisitCalifornia.com. This is a great reference to share and is available to order at no cost. Industry members are invited to bulk order copies.  
Woman playing guitar on California beach
Visit California's Year in Review Highlights Record Marketing Success & New Programs Accelerating Recovery

By Adam Miller
Posted 23 days ago

Visit California’s Year in Review for the fiscal year 2021-2022 highlights impressive results achieved through state and industry collaboration through the first year of pandemic recovery. These include a record $17.1 billion return on the organization’s ad spend — fueled by a $95 million state stimulus — and new programs to accelerate slower recovering sectors and achieve a complete, shared recovery. The Year in Review website recaps these shared successes and key economic impact and recovery data. For more in-depth reporting, download the full-length PDF or request a hard copy.    The report covers Visit California’s program of work from July 1, 2021 – June 30, 2022. Highlights include: Paid marketing campaigns that delivered $17.1 billion in travel spending and drove family travel, road trips, professional meetings and events, urban tourism, culinary, and seasonal travel. New initiatives to accelerate urban recovery Tourism’s economic impact in California and current recovery projections Initiatives to advance sustainability goals and raise the industry’s relevance in government Cooperative marketing and industry collaborations that strengthened the California brand and increased local tourism Tourism industry resources and what’s ahead from Visit California Together, Visit California and California’s more than 18,000 tourism businesses have shortened pandemic recovery projections by a full year and established a strong foundation for growth in the years ahead. To learn more and stay connected, view Visit California's FY21/22 annual report.  
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Pacific Northwest Media Mission

November 2022 | Starting at $1,750

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Outlook Forum 2023

March 2023 | Starting at $649

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Public Relations Content Submissions

Ongoing | FREE

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Visit California Website

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Orange County Beach
“The Visit California team were our go-to source for the most up-to-date California logistics related to the pandemic. They heard our team and supported our questions and strategies.”
Commissioner William Loughran | COO
EVOLUTION HOSPITALITY
Industry Team

Leading California Forward

Visit California's industry-led Commission comprises
leaders from all corners of the Golden State's travel landscape.