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Let’s Bring the World to

California’s tourism economy continued to grow in 2022.

$134.4B
Visitor Spending
1.1M
Jobs
$11.9B
State & Local Tax Revenues
*Statistics reflect the 2022 calendar year. Source: Dean Runyan Associates, Inc.
2024 CVG Thumb
2024 California Visitor’s Guide Available Now

By David Lytle
1/9/2024

Actress, musician and mother of two Zooey Deschanel graces the cover of the 2024 California Visitor’s Guide: The Best of California, released today. The new guide is a testament to the Golden State’s playful spirit, featuring “58 Reasons Why California Is the Ultimate Playground” and scores of travel tips from passionate locals. In an exclusive interview, Deschanel recalls some of her fondest memories growing up in California, while sharing insights about the state’s creative energy and reminiscing about the landscapes that still inspire her. “We would always take the California Incline to Pacific Coast Highway on the way home from school, and I remember there would always be a beautiful sunset,” Deschanel said. “California is such a wonderful place to call home.” The Golden State is also a wonderful place to visit for travelers of all interests, ages and abilities, as readers will discover in the guide’s wide array of features. Highlights include: "On Trend: California Aperitifs,” featuring refreshing pre-dinner cocktails made with local produce “Next-Level Glamping,” inviting readers to ditch the tent in exchange for soft-adventure getaways “8 New Trails to Explore,” showcasing freshly constructed paths in California’s park “Sustainable Sips,” a guide to some of California’s eco-friendly wineries “Deep Thoughts at Séc-he,” highlighting the luxe pampering and cultural insights found in Palm Springs "California Shopping: A to Z Guide,” a comprehensive guide to shopping throughout the Golden State The 2024 California Visitor’s Guide also includes detailed information about the state’s 12 travel regions, including maps, listings and four “Splurge vs. Save” charts that highlight experiences for every budget. The free 500,000-circulation publication is available at California Welcome Centers and regional tourism offices. and online at VisitCalifornia.com/travel-guides. It will also be distributed in March with three Dotdash Meredith publications: Travel + Leisure, Food & Wine, and Real Simple. If desired, single-issue and bulk orders can be placed online.
North Coast Destination Mixer
North Coast Industry Partners Join Visit California Staff for a Destination Mixer

By Gohar Manukyan
1/16/2024

Destinations from the North Coast region gathered with Visit California for a destination mixer event in Sacramento. The event served to educate our team about the distinctive experiences travelers can enjoy in California's abundant North Coast, fostering networking opportunities and coordination of market strategies. Eureka stands as the ultimate hub for exploring the Redwood Coast. Visit Eureka highlighted its unique identity through an engaging game of Wheel of Fortune, offering an interactive experience for itinerary planning with chances to win prizes. The game provided insights into Eureka's key pillars, encompassing history, historic architecture, cultural art district, dog-friendly amenities, family activities, outdoor adventures, and cannabis experiences. Visit Mendocino County showcased its liquid assets by pouring Coro Mendocino’s ultra-premium wine blend, featuring the heritage varietal Mendocino County Zinfandel. Attendees learned about the region's impressive array of 90-plus wineries and 12 diverse AVAs, boasting the highest percentage of organic and biodynamic vineyards in the United States. The event also offered participants the chance to enjoy a ring toss game, with an opportunity to enter a raffle and win various prizes. Visit Del Norte County showcased their region by featuring delectable treats from local businesses such as Rumiano Cheese Co., Stella’s Cheesecake, Crescent Seafood, and craft brews from SeaQuake Brewing Co.and Port ‘O Pints Brewing Co. The event also included a lively game of bingo, where attendees learned more about what Del Norte County has to offer. All participants received a goody bag filled with Visit Del Norte County souvenirs and locally-made products, along with a chance to win a two-night stay at Redwood Hotel Casinoand a Yurok Redwood Canoe Tourfor two. Visit Ukiah proudly represented Visit California’s newest California Welcome Center, featuring experts who offered resources and information to inspire visitors to explore the beautiful North Coast region. Attendees had the opportunity to access the new California Welcome Center kiosks, empowering travelers to research local attractions, restaurants, and other pertinent information while navigating the region. Attendees enjoyed the chance to savor high-elevation volcanic wines served by the Visit Lake County team, accompanied by insights from an expert winemaker from Shannon Family of Wines. The event also featured valuable presentations, including a session on micro-farming by a guest speaker from Peace & Plenty Farm, insights into the lake from a limnologist from Lake County Water Resources, and information about the region's beauty, bounty, and businesses from a speaker with Middletown Rancheria. Humboldt County Tourism Bureau featured #heavenlyHumboldt, which is a muti-sensory, promotion of the experiences and adventures special to Humboldt: history, culinary/agritourism, outdoors adventures, family fun, arts, culture and festivals, and quirky places and people. To make things more fun, attendees engaged in a game of Redwood Tree Ring Toss for a chance to win some fun prizes. View the full destination mixer photo gallery. 
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“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.