Leading with Purpose: A Year in Review FY25/26
The accomplishments of an industry that drives economic vitality and serves as stewards of the Golden State
Leading with purpose
Visit California delivered strong results in FY25/26 to keep California competitive, resilient and top of mind with travelers around the world. This contributed to a thriving tourism economy that generated $158.9 billion in visitor spending, supported 1.2 million jobs and delivered $13.6 billion in state and local tax revenue.
Learn more about how Visit California's partnership with Golden State destinations and businesses drives tourism and promotes sustainable visitation in the FY25/26 Year in Review.
$158.9
billion
visitor spending statewide
$13.6
billion
state and local tax revenue
1.2
million
tourism-related jobs
Delivering $25.6 billion in marketing-influenced visitor spending
Visit California’s paid advertising and consumer website continue to deliver measurable results for California’s tourism economy. The organization’s website and $60.1 million investment influenced more than $25.6 billion in visitor spending — travel activity that would not have occurred without Visit California’s marketing programs.
That spending translated into broad economic benefit across the state, supporting businesses, generating tax revenue and reinforcing the value of sustained, industry-led investment in destination marketing. In total, Visit California’s efforts drove $1.8 billion in incremental tax revenue, underscoring the organization’s role in strengthening local communities and California’s broader economy. Learn more about Visit California's marketing effectiveness.
By the numbers
Paid media
56.5M
total investment
3.6B
impressions delivered
Owned channels
15.9M
total audience reach
3.6B
impressions delivered
Earned media
10.1B
global earned media impressions
3,301
placements
Travel trade & group business
1,260
travel trade appointments
17,300
meeting planners reached
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Record-setting industry approval
Every six years, California’s assessed businesses vote to continue funding Visit California’s global marketing program. In December 2025, voting businesses returned a 98.3% approval rating to continue these programs. The results reflect broad support from all corners of the state and across a network of more than 18,000 assessed businesses statewide.
Voter participation was the highest in Visit California history at 76.6% with businesses from all 12 tourism regions voting decisively to continue the program. Over the next six years, these businesses will invest more than $800 million in marketing California to the world.
This historic outcome not only secured the future of California’s industry-led marketing model but also demonstrated strong statewide partnership and a shared commitment to California’s future.
