Visitation and Spend Forecast (February 2025)

A five-year outlook on visitation and spending, including international spend and visitor forecast for 13 priority markets.

As of March 2025, Tourism Economics has released an updated national tourism outlook, leading to a downward revision in California’s projected visitor spending for 2025. At the beginning of the year, spending was expected to grow by 6.2% compared to 2024. That year-over-year growth has now been revised down to just 2.3%.The new administration has introduced significant policy shifts even in the short time since this forecast was finalized. These rapidly changing conditions introduce further risk to the forecast, specifically the international visitor forecast, stemming from the potential economic repercussions of a trade war and related negative consumer sentiment.

Visit California will next refresh the forecast in May incorporating the most current assumptions and indicator