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Released: EVOLVE: FY17/18 Year In Review

By Kelli Gera 07/16/2018

Following the close of FY17/18, Visit California released EVOLVE: FY17/18 Year In Review, its annual report reflecting on evolved marketing accomplishments and record breaking tourism impacts – a collective industry success.

Check out an executive summary of the publication on the Year In Review webpage and download or request additional copies of the publication, which will be arriving in mailboxes this week.

Within each page of the EVOLVE: FY17/18 Year In Review, industry leaders can explore highlights from California tourism's record year and see how Visit California continues to set the pace for global destination marketing.  

This past fiscal year marked the eighth year of growth for California tourism, pushing economic impact numbers to new heights across the industry. In FY17/18, this industry set new records in visitation, travel spending, jobs and tax revenue. Readers will find industry research, evaluations and regional impacts for all areas of tourism included in the publication.

Each fiscal year brings new challenges to overcome. Summer of 2017 brought devastating fires, mudslides and disasters to the beauty of the Golden State. Through these natural disasters, Visit California found evolved its crisis response and supported community recovery through events such as the "Grateful Table," the "Share the Love" spot launch and the Highway 1 closure and re-opening.

United as an industry, Visit California’s global marketing program is operating at a level that allows California to remain a leader on the global stage. The media landscape has changed dramatically, giving rise to new platforms, influencers and technologies. With this evolution of communication and engagement, Visit California has focused efforts on integrated campaigns to target travelers based on demographic audience characteristics and unique experiences travelers seek in California that incorporate paid, owned, earned and trade activations simultaneously. Read about these integrated campaign successes that build upon the foundational “Dream Big” brand platform to generate more than 7.7 billion paid impressions, $263 million earned media value and hours of consumption time across owned channel content.

Visit the Year in Review webpage to catch up on the latest, and download the full publication for reading on-the-go. 

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