The California Tourism Marketing Act was enacted in 1995 to increase California’s share of the national travel and tourism market (Government Code sections 13995 et. seq.). The legislation enabled the state’s tourism industry to assess itself, authorizing the establishment of a nonprofit, public benefit corporation – Visit California – to oversee the promotion of California as a premier travel destination.
The statute became operative upon industrywide approval in 1997. The assessment program was initiated in 1998 to be subsequently renewed every six years via industry vote. Additional program information can be found within the California Code of Regulations (Chapter 7.65 Tourism Marketing Act).
Visit California is guided by an industry-led Commission consisting of 37 members who represent each industry segment: accommodations; restaurants and retail; attractions and recreation; transportation and travel services; and passenger car rental. The Commission meets quarterly and directs and approves the marketing plan, expenditures and the overall strategic course for the Visit California program.
Visit California staff oversee the production of the innovative marketing activities designed to promote California as a premier travel destination around the world.
The most recent Notice of Publication for Regulation Submission of the Tourism Marketing Act (2015) can be viewed here.
Tourism Assessment Program
As mandated in the Tourism Marketing Act, identified businesses who benefit from travel and tourism are required to complete a Tourism Assessment Form. Information to assist with meeting program requirements is available below: