Tourism leaders unite for Visit California’s renewal in 2025

The 2025 Outlook Forum in March marked the launch of the Referendum Coalition — an alliance of industry leaders dedicated to supporting the renewal of Visit California later this year.

The formation of the Referendum Coalition underscores a shared commitment to keeping California’s tourism industry strong and ensuring continued economic growth. We encourage all industry stakeholders to join the coalition, stay informed and help secure the future of California tourism.

For more than three decades, Visit California has played a crucial role in positioning the state as a premier global travel destination. Its efforts have led to record-breaking visitor spending, supported businesses of all sizes and bolstered the state’s economy.

As we approach Visit California’s fifth referendum, the industry once again has the opportunity to shape the future of California tourism by continuing its robust marketing efforts. Every six years, California’s travel businesses vote on whether to continue this essential program. In 2019, an overwhelming 95% of votes were cast in favor of renewal.

This year, participating businesses will have the chance to extend Visit California’s efforts through 2031. The voting period for the Visit California Marketing Renewal is set for late 2025, with official voting dates to be announced at the June board meeting.

Stay tuned for updates from the road — and be part of this critical effort to maintain California’s leadership as a top travel destination.