It’s clear that strength lies in unity. The California tourism community stands stronger together, driven by a shared vision and collaborative spirit.
Caroline Beteta ,
President and CEO, Visit California
Year in Review FY23/24
This was a pivotal year for California’s tourism industry as it surpassed previous records of visitor spending and continued to rebuild.
$150.4B
Visitor spend in California
Dean Runyan Associates
1.2M
Jobs supported by tourism
Dean Runyan Associates
$12.7B
Tourism-related state and local tax reve
Dean Runyan Associates
Operational efficiency
According to an annual, third-party audit, 89.1% of Visit California’s budget goes directly to marketing programs, with 10.9% going to operational costs. Nonprofit organizations nationally, on average, spend between 25% and 35% toward operational costs, based on available public records.
Our industry’s shared vision for promoting California as a preeminent travel destination will lead us to even greater heights in the years to come.
Dan Gordon,
Visit California Board Chair and CEO, Gordon Biersch
Download the Year in Review FY23/24