Join Visit California in Celebrating California Tourism Month

May is California Tourism Month, the state of California’s official observance of tourism’s essential role in the state’s economy and identity. This year, Visit California and California’s tourism industry are celebrating the ongoing strength and resilience of California’s travel industry that is poised to set new records for visitor spending, employment and tax generation after the devastating coronavirus pandemic. Read on to learn what Visit California is doing to highlight the importance of tourism and how you can be a part of it all.

To kick it off, Visit California’s President and CEO, Caroline Beteta, held a press conference at LAX on May 4, 2023, where she revealed the numbers behind the state’s tourism revival. Statewide, visitor spending reached $134.4 billion in 2022. Tourism jobs (1.1 million) and state and local taxes paid by visitors ($11.9 billion) also reached more than 90% of pre-pandemic levels in 2022.

In addition to the LAX event, Visit California executives are fanning out across the state and country giving speeches to the following groups in May:

• Ventura X Games Press Conference, May 3, 2023
• California Welcome Center Open House, Anderson, May 3, 2023
• UpStateCA Tourism Summit, May 4, 2023
• California Welcome Center Open House, Torrance, May 10, 2023
• Sonoma Valley Chamber of Commerce Community Connections Breakfast, May 10, 2023
• Visit Vacaville Tourism Breakfast, May 10, 2023
• Visit Big Bear Annual Membership Meeting, May 11, 2023
• San Diego Zoo Wildlife Alliance Annual Onward (All Staff Event), May 11, 2023
• Santa Monica Travel & Tourism Summit, May 17, 2023
• CalChamber International Forum, Sacramento, May 17, 2023
• IPW, San Antonio TX, May 20-24, 2023

New research from Visit California shows Californians see tourism as a net positive in their communities. A majority of Californians believe tourism creates a better quality of life in their region and that the benefits of tourism outweigh the problems. More than 70% say tourism generates local business opportunities and provides jobs to local residents. Visit California's new tourism workforce video series showcases first hand experiences of Californians finding rewarding opportunities in travel.

The Travel Matters site was updated with the latest numbers to demonstrate the economic impact travel and tourism has on the state. The site reaches decision-makers at state and local levels to highlight how travel is absolutely critical for California.

This California Tourism Month, showcase the power of travel with California's political and civic leaders. A strong tourism industry continues to drive California’s economy and workforce forward. 

Here's how:

• Adapt the official toolkit to spread the word online and with the media.    
• From May 7-13, join in U.S. Travel’s National Travel and Tourism Week with an additional #TravelForward tag.  
• Travel, shop and dine in the state. Your tourism dollars help businesses recover faster. Don’t forget to post about these experiences with the #CATourism tag!
• Contact your local representatives to let them know that the state cannot fully recover until the tourism industry — and the spending, jobs and tax revenue it provides — fully recovers. For example, Visit California placed 2,000 California Tourism Month-branded coffee cups, napkins, and sleeves in the state legislature's office café to put the message right in front of them.