Visit California Marketing Plans

This draft reflects initial findings into the California tourism industry’s thinking about this task and best practices globally. Visit California sees this as an ongoing, evolving effort aligned with the six-year renewal the organization just received from industry stakeholders.

Visit California’s two-year marketing strategic framework reflects a collective vision from the commission and industry leadership. It is guided by proven programs and innovative tactics to respond to new challenges, including responsible travel, that face the state’s tourism industry.

This road map guides the marketing work and investments in FY18-20 which is informed and based on a strong research foundation. Also included is Visit California’s evolving strategy around the Dream Big brand, driven by new research findings around the Millennial generation and methods for advancing program measurement.