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All Dreams Welcome

Celebrating California’s diversity

Unifying the travel community

Celebrating California’s diversity of spirit, thought and culture has been the cornerstone of Visit California’s domestic tourism marketing approach for years.

It was broadened in 2016 with the All Dreams Welcome foundation that continues to underpin the state’s spirit of limitless possibility, inherent openness and “everybody is welcome'' culture to prospective visitors.



The approach is based on simple truths:

  • California has always welcomed Dreamers - no matter their race, citizenship, religion, economic status, mental and physical abilities, or sexual orientation.
  • Californians share a wholly unique lifestyle and attitude that celebrates diversity and champions being open-minded and equity-focused.
  • California is a melting pot culturally and creatively, and diversity is in our DNA as much as innovation and the “anything-is-possible” spirit that defines the Golden State.

This celebration of California’s diverse cultures and welcoming spirit is threaded throughout Visit California’s marketing program, from paid media campaigns and owned platforms to earned media efforts and partnerships.

As California’s tourism industry continues to power forward, Visit California is committed to helping build a more unified travel community and spaces to uplift and honor all voices, communities and cultures.