Visit California's Year in Review Highlights Record Marketing Success & New Programs Accelerating Recovery
By Adam Miller 07/21/2022
Visit California’s Year in Review for the fiscal year 2021-2022 highlights impressive results achieved through state and industry collaboration through the first year of pandemic recovery. These include a record $17.1 billion return on the organization’s ad spend — fueled by a $95 million state stimulus — and new programs to accelerate slower recovering sectors and achieve a complete, shared recovery.
The Year in Review website recaps these shared successes and key economic impact and recovery data. For more in-depth reporting, download the full-length PDF or request a hard copy.
The report covers Visit California’s program of work from July 1, 2021 – June 30, 2022. Highlights include:
- Paid marketing campaigns that delivered $17.1 billion in travel spending and drove family travel, road trips, professional meetings and events, urban tourism, culinary, and seasonal travel.
- New initiatives to accelerate urban recovery
- Tourism’s economic impact in California and current recovery projections
- Initiatives to advance sustainability goals and raise the industry’s relevance in government
- Cooperative marketing and industry collaborations that strengthened the California brand and increased local tourism
- Tourism industry resources and what’s ahead from Visit California
Together, Visit California and California’s more than 18,000 tourism businesses have shortened pandemic recovery projections by a full year and established a strong foundation for growth in the years ahead. To learn more and stay connected, view Visit California's FY21/22 annual report.
