Visit California travel tips

California recently branded itself as the “Ultimate Playground.” That was a pivot away from “Dream Big,” the branding it used for over a decade. 

Governor Gavin Newsom and Visit California CEO Caroline Beteta just broke the news that California still retains the largest market share of tourism in the entire United States. According to new data released today, travel spending in the Golden State reached a record high of $150.4 billion in 2023, outstripping the previous record amount of $144.9 billion seen in 2019.

Visit California is reintroducing itself globally with a new $32.8 million tourism rebranding campaign – its first in a decade — on March 4. 

The first day of World Travel Market London 2023 – the world’s most influential travel and tourism event – kicked off with some key international gatherings.

There is a price to pay for California’s envious bounty: miles of salty coastline, bright, sun-filled days, dynamic cities, an infinite amount of tranquil and heart-pumping outdoor pursuits...we could go on forever.

Enormous California, with its booming economy, bounty of nature, agriculture and vibrant cities could be a country unto itself.