Keep California Prosperous
California’s travel and tourism industry is vast and actively working to increase travel to and within the state. Travel is essential to the Golden State’s economy, jobs for Californians and the future of the state’s precious natural resources and vital urban centers. Because travel touches every community, industry leaders seek every opportunity to align with organizations devoted to protecting businesses, workers, the environment and others helping California flourish.
Who We Are
The California Travel and Tourism Commission, doing business as Visit California, is a 501(c)6 nonprofit corporation that markets California as a desirable tourism destination. Visit California works in close coordination with California’s Office of Tourism — while Visit California conducts marketing programs that drive visitation, the Office of Tourism oversees the assessment program that helps to fund these initiatives. For more information about Visit California, visit industry.visitcalifornia.com.
MISSION
Visit California is a nonprofit organization with a mission to develop and maintain marketing programs — in partnership with the state’s travel industry — that keep California top of mind as a premier travel destination.
VISION
Visit California will be the recognized source for statewide marketing planning and implementation, and information and support to California’s vast travel and tourism industry, thereby maintaining California’s position as one of the world’s preeminent travel and tourism destinations.
MAJOR TAKEAWAYS
- Spread the word about the economic powerhouse that is tourism in California.
- Tourism's economic benefits for California -- spending, employment and tax generation -- have grown for nine consecutive years.
- California tourism partners have helped resilient communities struck by disaster to recover and thrive.
- Industry partners in California are working together to protect and preserve resources while still promoting tourism.
KEEP UP WITH WHY TRAVEL MATTERS
Our newsletter has insights, resources and ways to get involved
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