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.
Visit California (also
known as the California Travel and Tourism Commission), is a 501(c)6
nonprofit corporation formed in 1998 to market California as a desirable
Visit California works in close
coordination with California’s Division of Tourism - while Visit California
conducts marketing programs that drive visitation, the Division of Tourism
oversees the assessment program that helps to fund these initiatives.The
budget for California's tourism marketing is funded by investors in five
industry segments: Accommodations, Attractions, Passenger Car Rental, Restaurants
& Retail Travel Services.
The 37-member Visit California commission
comprises individuals from all 12 regions of California with representation from
all five industry segments. The Board meets three times a year to direct
Visit California’s programs and activities.
A state-wide Marketing Advisory
Committee also provides input in developing the marketing plan.