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Let’s Bring the World to

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

Visitor Spending
State & Local Tax Revenues
*Statistics reflect the 2021 calendar year. Source: Dean Runyan Associates, Inc.
Mexico Sales & Media Day
Mexico Sales & Media Day Energizes Inspires Travel with New California Tourism Products

By Vanessa Rodriguez

On April 27, a delegation of 16 California industry members joined Visit California for a Sales & Media Day in Mexico City, showcasing new California product while reenergizing the market with a full day of educational engagements, networking opportunities and one-on-one appointments with leading Mexican media and trade professionals. The new one-day, combined track format kicked off with a desk-side welcome from the delegation to more than 50 travel trade professionals and 32 media attendees prior to the educational breakfast. During breakfast, a California market update presentation led by Carlos Allende, Travel Trade Manager for Visit California Mexico was presented to attendees. The California delegates were also given a chance to introduce themselves as well as provide market insight into new offerings happening in their destinations. The new “Am I Dreaming” brand campaign spot as well as a translated California “What’s New Video” product video were also debuted as part of the presentation.  During the breakfast, California “Golden Tickets” were placed under attendees' chairs and 10 lucky winners were surprised with an opportunity to challenge what they just learned about California in the “Visit California: The Game Show” where they competed against each other to win round-trip airline tickets and getaway packages courtesy of the California destination partners. The trivia game was well-received and excited the crowd with a friendly-competitive spirit that was sure to keep California top of mind. Each California delegate then conducted 11 one-on-one appointments before lunch with 10 Media and 14 Trade representatives from the market. Top media including, El Financiero, LADEVI and Travel Pulse interviewed delegates while trade from Aeromexico Vacations, Price Travel, and Mega Travel partook in appointments. Delegates meet with top Mexican influencers at Hotel Carlota Delegates were then hosted at the trendy, boutique Hotel Carlota for an intimate meet and greet lunch with 15 top Mexican influencers. A “My California Dream” pool party was brought to life with a mixologist crafting California-themed cocktails and a three-course progressive California-inspired lunch paired with California wines. Influencer Carlos Lang (@care_much) addresses Sales & Media Day attendees The day concluded with a California Happy Hour and photo gallery exhibition to honor Visit California’s influencer advisory board representative Carlos Lang @care_much. Carlos spoke to a crowd of nearly 50 attendees on his travels to various destinations throughout California as well as announced that in partnership with Visit California, he would be taking his “Café con Mezcal” podcast on the road with him to California later in 2022. On the following day, Visit California hosted a breakfast training to 50 travel agents from Price Travel — making for a well-rounded, educational program to help welcome the Mexican travel market back to California.  
Forever Dreaming press trip
Forever Dreaming Press Trip Immerses Global Travel Media in California Tourism

By Nick Leonti

Visit California hosted 12 lifestyle and travel journalists from key media outlets in the U.S. and California’s top international markets: Canada, France, Germany, Mexico and the U.K. This was the largest and most ambitious international press trip since the start of the pandemic, with an itinerary covered more than 40 tourism businesses up and down the state. Hosted Media Outlets The Globe and Mail, IN Magazine, Travelier (Canada) TravelLife Magazine (Canada) Luxe Tentations (France) Obsession Luxe (France) Funke Media Group (Germany) Nürnberger Presse (Germany) Süddeutsche Zeitung (Germany) El Heraldo (Mexico) El Universal (Mexico) City AM, LoveEXPLORING (U.K.) The Sun (U.K.) TripSavvy (U.S.) Fog Harbor Fish House at Pier 39, San Francisco To create a more intimate trip for the journalists, half were flown into San Francisco and half into Los Angeles, with the two groups taking road trips that crossed paths in San Luis Obispo County for a combined group event. The split itineraries allowed for significantly more personal time to explore travel themes, which leads to more relevant and thorough coverage. The journalists visited Monterey County, Los Angeles, San Luis Obispo County/Paso Robles, Santa Barbara and San Francisco. All international markets of were represented in each itinerary, ensuring even coverage of businesses and destinations. Sunset Kidd sailing tour in Santa Barbara The trip immersed journalists in a wide range of tourism experiences, from e-bike adventures to VIP museum tours or iconic California fast food like In-N-Out to dinners at local establishments like the historic Stokes Adobe in Monterey. The itinerary also wove between experiences that appeal to more adventurous international audience — Santa Barbara’s “Funk Zone” arts district — and classics like the Warner Bros. Studio Tour, a Fogcutter Tour of Alcatraz and a Dodger’s game.  The combined group gathered at the dazzling Sensorio Field of Lights in Paso Robles, a display of more than 17,000 illuminated wine bottles.  Urban Light installation on LA's Miracle mile Before their trips, Visit California educated the journalists about the state’s Responsible Travel Code in an effort to encourage and inspire sustainable travel. Yoga on rooftop of Hyatt's Thompson Hollywood hotel Big Sur Adventures e-bike tour

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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
Industry Team

Leading California Forward

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