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EVOLVE

Year in Review FY17/18

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In a year in which communities across the state faced unprecedented challenges, the Golden State’s travel and tourism community proved time and time again how it is immeasurably stronger united — and that tourism remains the economic engine of California.

Read on to explore highlights from the year — and download the full publication for a deep dive into the Visit California's global marketing efforts in FY17/18.


TRAVEL MATTERS

In 2017, tourism recorded an eighth straight year of growth, setting records in travel spending, jobs and tax revenue.

$132.4B
Visitor Spending
$10.9B
State and Local Tax Revenue
1.1M
Jobs
75.2%
Hotel Occupancy Record High
spending chart
Traveler Spending by Industry Segment

*In-state travel includes local transportation and gas, visitor air transportation and other travel; it does not include California resident air travel spending to out of state, as well as other California visitor destinations and travel arrangement services.

Source: Dean Runyan Associates

GLOBAL GROWTH

Sustained growth continued in Visit California’s 13 international markets, with 17.6 million international visitors (+1.7% YOY) spending $26.5 billion in the state (+5.1% YOY)

 

MARKETING HIGHLIGHTS

The foundation of Visit California’s global marketing inspires travelers around the world to “Dream Big.”

$13.1B
Incremental Visitor Spending
5.3M
Ad-Influenced Trips
$828M
Incremental Tax Revenue

Beverly Hils
Super Affluent
THE GOLDEN STATE OF LUXURY


Top trade shows, strong travel partnerships and a new original accommodations content series “Luxury Minute,” elevated California’s luxury experience to new heights.

$798K
Media Investment Only
488M
Impressions
$35.1M
Earned Media Value
Davenport

Culinary
DISHES THAT DELIVER

Partnerships with top chefs Tyler Florence, Tanya Holland and Curtis Stone complemented  content evolutions and new global activations. 

$7M
Media Investment Only
683M
Impressions
$69.4M
Earned Media Value
Family with dinosaur on beach
Family
'KIDIFORNIA'


A blend of media events, consumer activations and digital marketing — including the all-new “Adventures in Kidifornia” video series — inspired family travel.

$10.5M
Media Investment Only
1.7B
Impressions
$16M
Earned Media Value
Yosemite
Outdoor
WALK ON THE WILD SIDE


#CatchTheWinterWave, “Jonny Moseley’s Wildest Dreams,” Amgen Tour of California and new content drove awareness of the Golden State’s outdoor experiences.

$1.9M
Media Investment Only
783M
Impressions
$69.5M
Earned Media Value
‘ALWAYS ON’

Year in ReviewPAID

• $44.5 million investment
• 7.7 billion impressions
• 220 million broadcast households reached

Year in ReviewOWNED

• 151.3 years, Dream365TV video views
• 3.5M social engagements
• 21M unique visitors to Visit California websites
• 1.5M California Welcome Center visitors

Year in ReviewEARNED

• $263M global earned media value
• 327 media hosted
• 5,500 placements
• 9B earned media impressions

Year in ReviewTRAVEL TRADE

• 58 trade co-ops
• 362 trade influencers hosted
• 6,600 agents registered through California STAR
• 9 new airline partnerships




18,100
Visit California is funded by more than 18,100 assessed business locations that power the organization's global marketing efforts.

 

REQUEST A COPY

For a deeper dive into Visit California's global marketing efforts, download EVOLVE: Year in Review FY17/18 from the toolbar or email communications@visitcalifornia.com to request a printed version.