A shared investment in tourism
Industry-led since the organization was formed, Visit California has proven that the tourism industry is stronger when united.
Industry-funded, industry-guided marketing
Led from its inception by the state’s tourism Industry, Visit California has shown through its results that the industry is most powerful and influential when united. Visit California has developed and maintained a strong global brand that powers the state’s $150.4 billion travel industry.
Visit California’s global program of work is guided by an industry-led board of directors that represents all tourism segments and all 12 tourism regions. Additionally, more than a dozen industry-led committees help guide programming throughout the year.
To ensure Visit California continues to serve the tourism industry, tourism businesses vote every six years to renew the organization's funding. In the past renewal, voters gave a resounding 95% yes.
Led by California's tourism industry
FY23/24 Visit California funding
The investment of each segment is leveraged by the collective contributions of more than 16,500 assessed businesses. Together, accommodations, attractions, rental cars, restaurants, retailers and transportation businesses fund Visit California marketing programs that increase visitor spending in the Golden State.
Fiscally responsible
Visit California has a proven commitment to operational efficiency that includes 26 consecutive years of perfect, independent audits with no management items. The bulk of Visit California’s budget is dedicated to marketing California and attracting visitors, with minimal operational costs to maximize ROI on the industry’s investment.
About the Tourism Assessment Program
Visit California works in close coordination with California's Office of Tourism — while Visit California conducts marketing programs that drive visitation, the Office of Tourism oversees the assessment program that helps fund these initiatives.
The Tourism Assessment Program has helped California’s travel industry market the state as a world-class destination for more than 25 years. Inspired by agricultural commodity boards, California’s tourism industry established this self-imposed assessment with the goal of creating a reliable source of funding for statewide tourism marketing and maintaining California’s status as a top global tourism destination.
The California Office of Tourism collects an assessment to fund the Visit California marketing program from all businesses earning revenue from travel spending in accordance with California Tourism Marketing Act, Government Code Section 13995. The assessment is used exclusively to fund tourism marketing activities as directed by the organization’s industry-led board of directors.
California businesses participating in the Tourism Assessment Program are identified as part of these travel and tourism industry categories:
Accommodations
Attractions and Recreation
Restaurants and Retail
Transportation and Travel Services
Passenger Rental Cars