Marketing renewal
California’s tourism industry voted 95% in favor for Visit California’s most recent Marketing Renewal.
Driving tourism and economic growth for over 30 years
Visit California was created by the tourism industry and continues to be funded an led by the businesses that pay into the program. For more than 30 years, the program has delivered billions of dollars of new visitor spending to the state's hotels, rental cars, restaurants, attractions, retailers and thousands of other businesses in every community across the state.
Every six years, California's travel industry considers whether to continue the program. In the 2019 Marketing Renewal Referendum, California’s tourism industry gave a resounding “yes” to the Visit California Marketing Renewal, which extends the organization’s funding through 2025.
The renewal passed with 95% of votes in favor — the highest approval rating since Visit California’s inception, even with the largest pool of voting stakeholders to date.
