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The complete proprietary marketing plan is available to California travel industry partners only.
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Plans and Publications

Where the Industry Is Headed

Dreams in Motion

Publications

Beyond the Gateways - man hiking

Beyond the Gateways

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

Beyond the Gateways (.pdf)

Culinary Cover

Culinary White Paper

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

Culinary White Paper (.pdf)

Destination Stewardship Guide Cover

Destination Stewardship Guide

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

Destination Stewardship Guide (.pdf)

March 23 Insights

Insights

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

March 2023 Insights Newsletter

Whats New in California Cover

What's New

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

What's New (.pdf)

YIR 2122 Cover

Year in Review

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

Marketing and Work Plans

Marketing Work plan FY22/23

Visit California: Dreaming Forward Strategic Framework & Marketing Work Plan FY22/23

Strategic Framework & Marketing Work Plan, including insights, vision, and direction for the fiscal year.

Strategic Framework & Marketing Work Plan