Learn about the findings from a statewide survey of resident sentiment toward tourism. 

Visit California last year set out to answer critical questions about Californians’ attitudes toward tourism in their regions and local communities.

Do people in California communities consider tourism a net positive or negative?

Do they understand the benefits of tourism?

What challenges and frustrations do they identify?

Do they feel differently about their region than they do their local community?

Destination Analysts completed the work earlier this year after a series of listening sessions and focus groups and a statewide survey.   Visit California President and CEO Caroline Beteta and Destination Analysts President & CEO Erin Francis-Cummings discussed the results.

Francis-Cummings presented statewide findings and breakdowns for each of California’s 12 tourism regions. Not only does the research provide a snapshot of community sentiment across the state, it establishes a baseline to which future community sentiment surveys can be compared.