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 2023

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

Luxury Guide 2023 (.pdf)

CEO Update

Key insights and updates from President & CEO Caroline Beteta.

CEO Update: Highway 1 Closures

Insights

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

April 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

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

Year in Review

Marketing Work Plan FY23/24

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)