Visit California

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. California is the No. 1 travel destination in the country. In 2022, travel and tourism expenditures generated a projected $134.4 billion in revenue for California businesses. The money spent by travelers directly supported jobs for 1.1 million Californians and generated $11.9 billion in state and local tax revenues. In FY21/22, Visit California generated $38.2 billion in incremental ad spending — travel dollars that would not have been spent in California otherwise. For more information about Visit California, go to or