Visit California

Visit California is a non-profit 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. According to Visit California, visitor spending totaled $140.6 billion in 2018 in California, supporting jobs for 1.2 million Californians and generating $11.8 billion in state and local tax revenues. 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 fund these initiatives.