Industry leaders unite to support Visit California’s marketing renewal

On Monday, Nov. 10, tourism industry leaders from every corner of the state came together a Renewal Coalition Town Hall Webinar, demonstrating the power of collaboration and shared purpose behind the upcoming marketing renewal referendum.

President & CEO Caroline Beteta opened the virtual meeting by thanking participants for their unprecedented engagement — the highest level of industry involvement in any renewal process to date. Joined by Visit California Board Chair and Disney executive Ken Potrock, Senior Vice President of Communications & Strategy Ryan Becker, and Tom Ross of Swing Strategies, Beteta emphasized how the renewal will ensure California continues to compete globally and drive visitor spending statewide.

During the session, speakers spotlighted the resilience of California’s tourism industry and the measurable return on investment delivered through Visit California’s marketing program — including billions in visitor spending and over a million jobs supported across the state. Updates also highlighted international market trends, performance data and opportunities to maintain momentum heading into 2025.

Coalition members from destinations, attractions, hotels, restaurants, wineries and transportation sectors reaffirmed their commitment to working together to secure a strong “YES” vote. As voting begins Dec. 1, industry leaders were encouraged to activate their networks, share endorsement letters and amplify the message that continued statewide marketing investment is vital to keeping California’s visitor economy strong and competitive.

Learn more about Visit California’s marketing renewal and login to vote starting Dec. 1 here.