CEO Update: Renewal passes with record turnout

Dear Industry Partners,

As we begin a new year, I’m proud to share that Visit California’s marketing renewal passed with 98.3% approval. This record-setting approval rate is a clear mandate from the industry, underscored by a 76.6% vote turnout — the highest in Visit California’s history.

The industry delivered a landslide of support from every part of the state. All 12 tourism regions overwhelmingly voted to continue Visit California’s industry-led marketing programs.

That support extended across every major segment of the industry — accommodations, attractions, transportation, travel services, passenger car rental, restaurants and retail. This result reflects the strength of our community and a shared belief in the power of investing in California’s future.

Unlike many models around the country, Visit California is not imposed by a government body or shaped by political cycles. It is driven by the industry itself — by the people and organizations that power California’s travel economy every day. This resounding vote of support makes clear that, in a world often defined by division, our industry continues to choose a different path. Guided by partnership and long-term vision, we set aside regional interests in pursuit of something greater. This result reflects something rare: an industry aligned in purpose, steady in focus and unified in its belief in what we can accomplish together on behalf of California.

The referendum is a milestone within a much larger story, shaped by growing engagement and a strong sense of shared purpose. Over the past year, we’ve seen record participation at Outlook Forum, in co-op programs and across platforms, from strategic planning and global events to focus groups and advisory councils. That momentum reflects a deep commitment to the work ahead and will continue to carry us into this next chapter together.

With five successful renewals in the organization’s history, we’re building on a foundation that has delivered real impact. But this moment is different. The stakes are higher, and the opportunity in front of us is greater than anything we’ve seen before. Travelers are seeking deeper meaning and connection. Communities are asking for growth that is sustainable and inclusive. Visit California — and California’s travel industry — is ready to meet this moment with clarity, collaboration and purpose.

This is our time to bring the full promise of the California brand to life. Through bold ideas, strong partnerships and a shared commitment to excellence, we will continue to set the standard for destination marketing and economic development around the world.

Thank you for your leadership and for placing your confidence in this organization. I am grateful to work alongside you and inspired by what this industry will accomplish in the years ahead.

Sincerely,
Caroline Beteta
President & CEO
Visit California