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Aerial view of the iconic Hollywood Sign atop of the Los Angeles Hollywood hills overlooking the city.

Stock image by LeoPatrizi taken in Venice Beach, CA, in April 2018.
4 friends roller-skate along Venice Beach in Santa Monica, CA during sunset.

California Festival Activiation that took place on May 24th in Shibuya, Tokyo. All twelve California regions were spotlighted through new 'Playful Journeys' roadtrips campaign.

South Coast Plaza, Costa Mesa, CA

Multiple hot air balloons fly above vineyards in Napa, CA along with a bunch of bubbles

Visit California welcomes Canadian travelers

New campaign celebrates our shared history

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Global Leveraged Media Co-op FY 25-26

Boost your business or destination marketing with matching dollars from Visit California

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Festival inspires Japanese tourism

An immersive consumer experience that showcased all 12 regions

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Visitation and Spend Forecast

A five-year outlook on visitation and spending in California

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Regional Strategic Tourism Plans

A comprehensive initiative designed to help businesses and communities

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Driving demand for California travel

Marketing effectiveness (FY23-24)

$31.5 billion incremental spend

Visitor spending to tourism businesses across the state

The Ultimate Playground (FY23-24)

92.7 million households reached

Bringing travelers to your business

VisitCalifornia.com (FY23-24)

3 million handoffs to partner websites

Sending leads your way

Get involved

Leverage content, research and networking initiatives that put California’s tourism industry first.

Share your story

Access data & insights

Boost your tourism program

More opportunities

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Tourism’s benefit to your region

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travel-related spending

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state and local tax revenue

employment

Newsroom

Stay up to date on the latest industry headlines

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Brand USA sales mission engages trade partners in South Korea and Japan

CEO Update: Visa fees add barriers to California’s global reach

KEEN and California bring wellness-focused road trip to Seoul

Michelin-starred event showcases California cuisine in Korea

Club California Nordics reignites in-market engagement

CEO Update: Highway 1 progress, Go Gently premiere and the path ahead