Visit California launches 2025 marketing renewal campaign: Forward Together

On June 3, Visit California’s Board of Directors unanimously adopted a resolution to move forward with the 2025 renewal referendum, officially launching Forward Together, the campaign to renew the industry’s self-assessment that funds Visit California’s global marketing efforts. This initiative is essential to maintaining California’s position as a leading travel destination while continuing to support the small businesses, jobs and communities that rely on tourism.

The assessment forms the backbone of Visit California’s work to drive visitation and generate economic opportunity throughout the state. A renewed five-year investment will ensure that Visit California remains industry-led and industry-funded keeping California competitive in an increasingly crowded global marketplace.

The referendum campaign has already built a robust coalition of tourism leaders from every corner of the state. To-date, more than 150 destination marketing organizations, businesses and industry leaders from across California have signed on in support. This broad coalition reflects the strength and unity of the state’s tourism sector and reinforces the value of collaborative marketing.

The Forward Together campaign will engage partners across regions and sectors to ensure the successful renewal of the self-assessment. Visit California’s programs have proven critical in recent years, helping the state rebound from global travel disruptions, natural disasters and shifting consumer sentiment. With market dynamics continuing to evolve, this renewal comes at a pivotal time.

With your support, Visit California will continue its mission of promoting the state to travelers around the world through integrated campaigns, media partnerships, influencer collaborations and strategic use of paid, earned and owned channels. These efforts generate more than $150 billion in annual visitor spending, support over one million jobs and deliver vital tax revenue to local communities.

Tourism leaders are encouraged to visit vote.visitcalifornia.com to learn more, access campaign resources and add their name to the growing list of supporters. Every signature strengthens the coalition and helps protect the future of California’s travel economy.

By working together, California’s tourism industry can continue investing in programs that deliver measurable results. Forward Together reflects a collective commitment to keeping California’s travel economy strong, resilient and globally competitive for years to come.

In addition, Visit California’s economic impact data broken down by legislative district was shared with advocacy partners at Cal Travel, who armed industry members with it for one-on-one meetings with legislators during Advocacy Day on May 14.

Visit California plans to follow up with a custom email to each legislator detailing the economic impact of tourism in their district.