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California Tourism Month

May 2021

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In 2016, the California Legislature passed a bipartisan resolution declaring May California Tourism Month, spotlighting tourism’s role as a key economic driver for the Golden State. Travel is ingrained in the state’s very identity, and its economic and cultural benefits are undeniable. This year, California Tourism Month provides an essential platform to champion this hard-hit industry and call upon much needed support through a united platform.

Power of Possibility 

The national TV spot, "What If, California," is urging consumers to embrace the power of possibility to inspire travel to California. Travelers are dreaming of their next trip, and the tourism industry is rallying to welcome them and prepare for brighter days ahead.

This can only be accomplished with broad support for the industry — assistance from California's political and civic leaders, and residents keeping their 2021 travel spending in California. There is power and possibility in California civic pride.

Use the resources below to encourage media and local officials to lean into the "power of possibility" messaging during California Tourism Month, emphasizing the importance of the tourism industry to Californians up and down the state.

California Tourism Month

Share the importance of tourism in your community:

  • Engage media and elected officials
  • Activate stakeholders
  • Start community conversations on social media



For questions about Visit California’s plans for California Tourism Month contact Public Affairs Manager Dan Smith.

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