Visit California
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| Visit California | |
|---|---|
| Name | Visit California |
| Type | Nonprofit public benefit corporation |
| Founded | 1998 |
| Headquarters | Sacramento, California |
| Area served | California, United States, International markets |
| Key people | Caroline Beteta (CEO), Steve Strauss (Chair, CalTravel) |
| Mission | Promote tourism to California |
Visit California Visit California is a nonprofit public benefit corporation established to promote tourism to the state of California. It develops marketing campaigns, research, and partnerships intended to increase leisure, business, and international travel to California destinations such as Los Angeles, San Francisco, San Diego, Sacramento, and the California Central Coast. The organization works with regional destination marketing organizations, major cultural institutions, and private-sector partners including airlines, hotels, and entertainment companies.
History
Visit California was created in 1998 following legislation in the California State Legislature that restructured statewide tourism promotion after the dissolution of the former California Travel and Tourism Commission. Early leadership engaged with state officials in Sacramento and industry stakeholders in San Francisco and Los Angeles to centralize branding initiatives. During the 2000s the organization collaborated with entities such as the Los Angeles Convention and Visitors Bureau and the San Diego Tourism Authority to coordinate campaigns tied to high-profile events like the Super Bowl and the Academy Awards. Following major disruptions including the 2008 financial crisis and the COVID-19 pandemic, the agency expanded research functions and crisis-response marketing to assist recovery across destinations including Napa Valley, Yosemite National Park, and Monterey Bay.
Organization and Funding
Visit California operates as a public–private partnership governed by a board of directors drawn from tourism industry sectors including representatives from the hotelier group California Hotel & Lodging Association, the airline industry, and regional destination marketing organizations such as CalTravel and the Greater Palm Springs Convention & Visitors Bureau. Funding sources historically include an assessment on hotel room revenue administered under provisions enacted by the California State Legislature, grants from state-related funds, and private-sector cooperative advertising dollars from companies like Delta Air Lines, United Airlines, and major hotel chains such as Hilton Worldwide and Marriott International. The organization’s bylaws and fiscal reports are periodically reviewed by state oversight entities in Sacramento and by private auditors.
Marketing and Campaigns
Visit California’s campaigns have targeted domestic markets such as New York City, Chicago, and Seattle, and international markets including United Kingdom, Germany, Japan, China, and Canada. High-profile campaigns have included thematic efforts promoting culinary tourism tied to institutions like the James Beard Foundation and wine-focused initiatives featuring regions such as Sonoma County and Santa Barbara County. The agency has leveraged partnerships with entertainment brands such as Walt Disney Company and film festivals like the Sundance Film Festival to link cultural events to travel itineraries. Digital and social media efforts have engaged platforms run by corporations such as Google, Meta Platforms, and YouTube to target audiences using data from research partners including STR, Inc. and Oxford Economics.
Programs and Partnerships
Visit California administers programs that support destination development, workforce training, and sustainability. It has partnered with regional convention bureaus including the Los Angeles Tourism & Convention Board and cultural institutions such as the Getty Center and the San Francisco Museum of Modern Art to create travel itineraries and packaged experiences. Workforce and hospitality training initiatives have been coordinated with education institutions like the University of California, Berkeley Extension and vocational programs connected to California State University, Long Beach. Sustainability and resiliency partnerships have involved conservation organizations such as the Sierra Club and land managers including the National Park Service to promote responsible visitation to protected areas like Joshua Tree National Park and Yosemite National Park.
Economic Impact and Tourism Statistics
Visit California commissions research and economic impact studies from firms like Oxford Economics, Dean Runyan Associates, and Nielsen to quantify tourism’s contribution to state tax receipts, employment, and visitor spending across regions including Los Angeles County, San Diego County, and San Francisco County. Reports have tracked metrics such as direct travel spending, jobs supported in hospitality and food services, and hotel occupancy trends reported by companies like STR, Inc.. Analyses are used by regional authorities including the San Francisco Travel Association and the Greater Los Angeles County economic development bodies to plan infrastructure and marketing investments.
Criticism and Controversies
Visit California has faced scrutiny from advocacy groups and elected officials in Sacramento and local jurisdictions over the allocation of public assessments, campaign messaging, and the prioritization of urban over rural destinations such as Imperial County and the Inyo County. Critics including regional tourism boards and policymakers from counties like Lake County and Mendocino County have argued for greater transparency and equitable distribution of promotional resources. Controversies have also arisen during crises—such as disputes over messaging during the 2017 California wildfires and the COVID-19 pandemic—when stakeholders including the California Chamber of Commerce and labor unions challenged the timing and content of promotional activity.