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Marketing Renewal


Visit California is a nonprofit organization that drives demand for California as a travel destination, increasing visitor spending in the state. In partnership with the state's travel businesses, Visit California executes global marketing programs that power the state's travel industry.

Visit California is conceived, funded and led by the travel industry. For more than 25 years, the program has delivered billions of dollars of new visitor spending to the state's hotels, rental cars, restaurants, attractions, retailers and thousands of other businesses in every community across the state.

Every six years, California's travel industry considers whether to continue the program. Voting for the 2019 Marketing Renewal Referendum closed on Dec. 31, 2019, and California’s tourism industry gave a resounding “Yes” to the Visit California Marketing Renewal, which extends the organization’s funding through 2025.

The renewal passed with 95% of votes in favor — the highest approval rating since Visit California’s inception, even among the largest pool of voting stakeholders to date.

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