About Visit California

Visit California is a 501(c)6 nonprofit corporation formed in 1997 to market California as a desirable tourism destination. 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 these industry segments:

  • Accommodations
  • Attractions
  • Passenger Car Rental
  • Restaurants & Retail
  • Travel Services
  • State Funding

The 37-member Visit California commission comprises individuals from all 12 regions of California with representation from all five industry segments. Twenty-four of the board members are elected by assessed California businesses, while 12 are appointed by the governor. The Director of the Governors Office of Business and Economics Development sits ex officio as the 37th commissioner. The Board meets three times a year to direct Visit California’s programs and activities. A statewide Marketing Advisory Committee also provides input in developing the marketing plan.

Additional Information

Information on Proposed New Regulations