About Visit California

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.

Led by California’s tourism industry

Visit California’s global marketing program is guided by a board of industry leaders from every tourism sector and is representative of California’s 12 tourism regions. Additionally, more than a dozen industry-led committees report into the Marketing Advisory Committee and board of directors to support the entire state tourism industry.

As president and CEO, Caroline Beteta leads a team of dedicated Sacramento headquarters staff. The team is laser-focused on keeping California top of mind as a premier travel destination through marketing programs that maximize return on the industry’s investment. HQ is supported by 13 international offices as well as directors of client relations who work one-on-one with businesses in individual California regions.