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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.

International soccer-football play and fans enjoying World Cup™ in various venues. 458223727

Publication cover mockup with background for Visit California's FY 25/26 printed California Visitors Guide.

Stock image by LeoPatrizi taken in Venice Beach, CA, in April 2018.
4 friends roller-skate along Venice Beach in Santa Monica, CA during sunset.

California Tourism Month

Share the importance of tourism with communities, legislators and stakeholders

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The World Cup in California

View the playbook and sign up for international marketing programs

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Marketing Strategic Framework FY26/27

View the strategic document that informs Visit California's program of work

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2026 Visitors Guide released

View and bulk order the new guide featuring Mandy Moore

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Global Leveraged Media Co-op registration open

Apply now for the current media flight

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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

More opportunities

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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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'California Edit' showcases the Golden State to India’s luxury travelers

CEO Update: California Tourism Month celebrates state’s travel economy

Inland Empire partners showcase offerings at Destination Mixer

Catch a ride with Josh Meyers in the 2026 California Road Trips Guide

New pilot with Google highlights the future of travel discoverability

Luxury Forum: California's Golden Opportunity