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Why Travel Matters

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Travel and tourism is one of California’s most vital engines for economic growth. Every day, travelers inject hundreds of millions of dollars into communities across the Golden State, infusing $132.4 billion in to the state’s economy in 2017. This spending generated $10.9 billion in local and state tax revenue and supported more than 1.1 million jobs for Californians, providing $49.6 billion in employee earnings.

As the fifth-largest economy in the world, California cannot afford to lose the benefits from the state's thriving tourism economy. Visit California and the state's tourism industry have successfully galvanized the California brand around the world, and as a result continue to experience economic vitality and spending growth.

Visit California's strategic marketing decisions deliver a strong return on investment, generating revenue that empowers the state and local governments to invest in infrastructure improvements, cultural and civic amenities and innovative projects that benefit both residents and visitors.

What's new: California Tourism Month
In 2016, the California Legislature passed a bipartisan resolution declaring May California Tourism Month, spotlighting tourism’s role as a key economic driver for the Golden State. Travel is ingrained in the state’s very identity, and its economic and cultural benefits have ushered in a new era of prosperity. California Tourism Month is the time of year to celebrate all that has been accomplished and tell the state’s tourism story.

Unlike any other industry, tourism uniquely touches every community throughout the state — from California's biggest gateways to its most tucked-away locales. California Tourism Month provides a platform for Visit California to execute a multifaceted, statewide and monthlong strategy to educate, inform and engage with key audiences — and we need your help to tell tourism’s story.

Click here to learn more about how to get involved with California Tourism Month.

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