Plans and Publications

Beyond the Gateways

Detailed itineraries for tours through the state’s myriad multi-regional destinations.

Beyond the Gateways (.pdf)

Culinary White Paper

A look at Visit California's extended investment in the culinary space.

Culinary White Paper (.pdf)

Destination Stewardship Guide

A “How-To” guide to help destinations rebuild in a responsible, data-driven way.

Destination Stewardship Guide (.pdf)

Luxury Guide FY 24/25

A new sales guide created for the luxury travel advisor community.

Luxury Guide FY 24/25 (.pdf)

CEO Update

Key insights and updates from President & CEO Caroline Beteta.

CEO Update: Full Highway 1 Reopening Delayed to 2025

Insights

Monthly e-newsletter detailing the latest happenings in California's tourism industry.

October 2024 Insights Newsletter

What's New

Quarterly, media-targeted roundup of everything new and noteworthy in the state.

What's New (.pdf)

Year in Review FY23/24

Annual report on Visit California's global marketing efforts and economic impacts.

Year in Review FY2324

Marketing Work Plan FY24/25

Insights, vision and direction for the fiscal year.

Marketing Work Plan

Strategic Framework FY24/25

Strategic planning documents that inform Visit California's program of work.

Strategic Marketing Framework

Destination Stewardship & Sustainable Travel

Visit California’s cutting-edge marketing approach soon will be infused with the principles of sustainability.

Destination Stewardship & Sustainable Travel (.pdf)