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Let’s Bring the World to

Coronavirus pandemic ravaged California's travel economy in 2020.

Visitor Spending
State & Local Tax Revenues
*Statistics reflect the 2020 calendar year. Source: Dean Runyan Associates, Inc.
Inspiring In-State California Travel Griffith Observatory
$95 million FY21/22 Plan Is Live: Summer Campaigns

By Ashley Abney

Visit California’s FY21/22 marketing plan has kicked off this summer with in-state and digital activations that includes the return of the organization's culinary and family marketing platforms. The campaigns will drive summer vacations, which have a shorter planning window, and continue to boost California’s mindshare with U.S. travelers actively planning and booking travel online. A multi-channel, multi-layer national national push with widespread broadcast TV coverage will resume early fall to drive domestic visitation through an extended trip-planning season.

“Calling All Californians” on the Airwaves, Roadways — and in Spanish
Visit California’s flagship in-state campaign reminds Californians that adventure awaits in your home state. The campaign expands this summer with new radio spots, new billboards, new print ads and an extended TV and digital run. Most of the ads are receiving Spanish language translations by Visit California’s longstanding Mexico partner GMS to appeal to a broader California audience.

  1. Spot market TV: Ads featuring winery and resort settings will run until October.
  2. Out of home (billboard): Freeway billboards will run in California urban markets through October, now with coverage of San Diego.
  3. Radio: Four new ads will air during traffic and spot radio.
  4. Print: Ads will appear in nearly 200 print publications and 60 associated websites through a partnership with  theCalifornia News Publishers Association. 

View the "Calling All Californians" landing page

“Kidifornia” Promotes Family Travel
The “Parents Love It” TV spot will air in-state until Sept. 27 and will begin airing nationally in mid-September. The spot was refreshed to highlight some of the state’s newest attractions in early 2020 but was paused due to the pandemic. An in-state digital and social layer will deliver the campaign to additional potential travelers through platforms that include TripAdvisor, Facebook/Instagram, Google, and Meredith networks such as Travel & Leisure and Parents.

View the "Kidifornia" landing page.

The “California Dream Eater” with host Chase Ramsey returns with content specially edited for social media and online video. The popular show and refreshed online format appeal to culinary travelers — millennials in particular — interested in immersive food experiences that establish a "taste of place." 

Ready to whet your appetite? View the "Dream Eater" YouTube playlist.

“What If, California”
A refresh of the national “What If, California” spot is coming in September with additional urban scenes. Starting this summer, a year-round digital campaign will target a broad audience of potential travelers nationwide through platforms that include Tripadvisor, Expedia, Adara, AdTheorent and Google. Earlier in 2021, the digital campaign had primarily targeted “active travel intenders,” an audience already in the active stages of trip planning. As the vast majority of consumers are now ready to travel, the digital campaign has broadened its targeting to inspire prospective visitors who haven’t yet committed to a vacation.

Join the “What If, California’ campaign with Visit California’s Leveraged Media Co-op. In addition to free cobranding support, the co-op now offers increased matching funding and low negotiated rates on additional advertising platforms.

View the "What If, California" landing page.

“California Road Trip Republic”
Much like “Parents Love It,” “Born To Be Wild” will air in California markets through the summer and broaden to a national audience beginning mid-September. The campaign will also run continuously on online TV, digital and social through the fall.

Order California Road Trips

The campaign gained serious star power this year when Kevin Costner agreed to appear on the cover of the just-released 2022 edition of “California Road Trips.” View the digital edition and order individual or bulk copies of the guide at no cost at VisitCalifornia.com/travel-guides.

View the "California Road Trip Republic" landing page.

Search Engine Marketing
This always-on foundational program layer builds a strong and qualified traveler audience by matching search queries with relevant content on VisitCalifornia.com, establishing Visit California as a travel planning resource and connecting potential visitors to linked partner websites. 


Kevin Costner California Road Trips Guide Cover Star
More Stops, More Stars: New California Road Trips Guide

By Lucas Himovitz

California is hands-down the best state for road trips, and more travelers than ever are choosing to drive to their next destination.

The new edition of “California Road Trips” features nine dream drives that cover 2,789 miles of roadway with hundreds of recommendations to pit-stop, refuel, dine, lodge, shop and play. One million copies of the print guide will be distributed online and through California Welcome Centers, with 600,000 copies strategically distributed in the August issues of Better Homes & Gardens and Parents, and in September’s issue of Travel + Leisure.

Order California Road Trips

You can view the digital edition and order individual or bulk copies of the guide at no cost at VisitCalifornia.com/travel-guides.

Expanded Content
This year’s guide has jumped from 30 to 50 pages, a reflection of the current importance of road trips to the recovery of California tourism and significantly increased industry participation, with an 88% increase in advertisers.

The nine included itineraries all originate in gateway cities: Three in Southern California, three in the San Francisco Bay Area and three in Sacramento. From these urban starting points, the trips branch out into every state region to hidden gems, familiar attractions and off-the-beaten-path excursions.

The added pages feature new value-added content, such as tips on how to rent the perfect vehicle for every trip and an article dedicated to traveling with your pooch, with ideas from Alli and Bobby Talley of the Travelling Newlyweds.

Star Power
The participation of Kevin Costner infuses the guide with California star power. More than a big-screen celebrity, Costner is a bonafide road trips enthusiast and travel entrepreneur. In an exclusive interview, he shares his love of his home state and discusses HearHere, his new mobile app, which enriches travel with location-based storytelling and historical facts.


Suite of Visit California Visitors Guides

Next year’s Official State Visitors Guide is now accepting advertisers. The best placements go quick!



Outlook Forum 2022

February 2022 | Starting at $649


California Pavilion at IMM USA 2022

January 2022 | Early bird pricing starting at $1,750


California Now Travel Stories

Ongoing | FREE


Visit California E-newsletter

Ongoing | Starting at $3,000

VisitCalifornia Image
“With a truly global marketing program that is constantly in motion, Visit California never stops spreading the California Dream around the world.”
James Bermingham | EVP of Operations
Montage International
Industry Team

Leading California Forward

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