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Rental Car Pick-up, Road Trip, Palm Springs, CA

As part of California Tourism Month, Visit California brought ice cream to the Capitol for legislators on Thursday, May 23, 2024. This activation was designed to provide legislators to see the 2023 economic impact numbers regarding tourism and introduce Visit California while enjoying the California sun with ice cream.

A mailman jumps into the air in San Francisco to touch a large, colorful beach ball. His package cart is next to him, and a couple envelopes have been tossed int he air next to him. San Francisco and the bay are in the background. Captured as part of the "Let's Play" production.

Multiple hot air balloons fly above vineyards in Napa, CA along with a bunch of bubbles

Industry town hall with Gov. Newsom

Governor Newsom joined President & CEO Caroline Beteta to discuss how California can respond to key challenges impacting tourism.

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California Tourism Month

Share the importance of tourism this May

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The Ultimate Playground

Inspiring travelers to play in the Golden State

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Regional Strategic Tourism Plans

A comprehensive initiative designed to help businesses and communities

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Driving demand for California travel

Marketing effectiveness (FY23-24)

$31.5 billion incremental spend

Visitor spending to tourism businesses across the state

The Ultimate Playground (FY23-24)

92.7 million households reached

Bringing travelers to your business

VisitCalifornia.com (FY23-24)

3 million handoffs to partner websites

Sending leads your way

Get involved

Leverage content, research and networking initiatives that put California’s tourism industry first.

Share your story

Access data & insights

Boost your tourism program

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Tourism’s benefit to your region

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travel-related spending

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state and local tax revenue

employment

Newsroom

Stay up to date on the latest industry headlines

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Taste of California roadshow brings Golden State to D.C. and Atlanta

German travelers discover California’s Ultimate Playground

CEO Update: California Tourism Month kicks off with new data & forecast

California hits a home run in Japan

CEO Update: Highway 1 remains a priority two years after closure