Forward Together: Global Program Review July 2024 - Dec. 2025
The accomplishments of an industry that remains essential to California's economic vitality
Together, we power California's economy
The strength of the California travel industry lies in its ability to represent and serve a vast, diverse network that unites destinations, attractions, accommodations, retailers, rental car companies, restaurants and transportation services through a shared commitment to California’s tourism economy.
This Global Program Review reflects the strength and reach of California’s tourism industry and how the collective investment of assessed businesses powers a global marketing platform that benefits the entire state.
Through industry-led strategy, measurable return on ad spend and efficient operations, Visit California delivers scalable programs and campaigns that maximize every dollar invested. By fostering collaboration and inviting broad participation, Visit California ensures that no single business or destination stands alone as we move forward together as one industry.
Download the Global Program Review
$157.3
billion
visitor spending statewide
$12.6
billion
state and local tax revenue
1.2
million
tourism-related jobs
Delivering $31.5 billion in marketing-influenced visitor spending
Visit California's paid advertising and consumer website influenced more than $31.5 billion
in visitor spending during FY23/24 at accommodations, attractions, rental cars, restaurants,
retailers, and transportation and travel services throughout California. This is visitor
spending that would not have occurred without the organization’s marketing programs.
Visit California partners with SMARInsights to measure marketing impact and collect data that helps inform decision-making. Learn more.
By the numbers
Paid media
$68.2 million investment
5.8 billion impressions
96 million domestic households reached
110,000 partner handoffs
1.2 billion video views
19 million clicks
Owned channels
528 million total reach
4 million social media followers
11.6 million new website users
698,000 podcast downloads
32.2 million e-newsletters sent
1,250 new content pieces
2.5 million partner handoffs
10,000+ destinations & businesses featured
Earned media & public affairs
10.1 billion global earned media impressions
4,720 placements
141 media hosted
8 avg. Media Impact Score (-10 - 10 scale)
149 influencers hosted
89.1 million estimated influencer reach
144 legislator interactions
12 regional plans developed
Travel trade & professional meetings and events
1,375 travel trade appointments
4,475 domestic travel trade contacts
68 trade shows & missions attended
1,640 new California STAR registrants
24,800 meeting planners reached
Highlight: A new chapter in road trip storytelling
Many visitors choose California to explore the open road. To capitalize on the excitement for road trips, Visit California launched a new global campaign, "Playful Journeys," alongside an AI-powered road trip planning tool on the consumer website. Launching soon is the "California Joyride" digital series filmed with Volkswagen and comedian Will Forte, who embarks on a quirky road trip with his mom, Patti.
Visit California is also promoting the Route 66 Centennial, most notably distributing over 300 Route 66 Sales Guides at IPW 2025 to inspire Route 66 itineraries in California.
Read the full Global Program Review
DownloadVote YES to renew Visit California
In December, our industry will once again have an important opportunity to build on this foundation and ensure California remains competitive on the global stage when voting in the renewal referendum. By voting to renew our marketing campaigns, we will allow the 18,000 assessed businesses that fund Visit California to keep strengthening the brand, supporting communities through challenges and preparing the industry to seize the historic moments ahead.
Why support Visit California?
- Industry-led - Guided and funded by the tourism industry, Visit California is shielded from politics and laser-focused on increasing travel spending.
- Efficient, transparent, trusted - A full 85.8% of budget is spent on global marketing programs with only 14.2% on operations, way ahead of the national average for nonprofits. This efficiency has been a constant across a 27-year track record of perfect third-party audits.
- A leader through crisis - In moments of disruption, Visit California becomes the industry’s most vital resource by activating quickly, communicating clearly and mobilizing support when timing is critical.
