Assessment Regulations

The California Tourism Marketing Act was enacted in 1995, to increase California’s share of the travel and tourism market (Government Code sections 13995 et. seq..) The legislation authorized self-imposition of an assessment by businesses that benefit from travel and tourism. It also authorized the establishment of a non-profit, public benefit corporation, Visit California, to oversee the promotion of California as a premier travel destination. The statute became operative upon industry wide approval in 1997 and the assessment program was initiated in 1998. In 2001, the program was renewed by industry referendum with an 84 percent margin, while in 2007 it was renewed by a 91 percent margin. The Act will subsequently be renewable by industry vote every six years.

Visit California is comprised of 37 Commission members, representing each industry segment (Accommodations, Restaurants and Retail, Attractions and Recreation, Transportation and Travel Services, and Passenger Car Rental). The Commission meets three times a year and directs and approves the marketing plan, expenditures and the overall strategic course for California Tourism. Visit California staff oversees the production of the marketing activities, including advertising, visitor publications and cooperative programs – all designed to promote California to travelers, tourists and the travel trade.

The assessment program is administered by the Office of Tourism, Tourism Assessment Program. The Office of Tourism is housed in the Governor’s Office of Business and Economic Development (GO-Biz) and the Agency’s Secretary serves as Chairperson of Visit California.


Tourism Assessment Program

In this section you will find information on if your business is assessed and how to go about filing your assessment:

Rental car Regulations

Are you an Assessable Businesses

How to calculate your assessment

Assessment Definitions

Assessment Forms

2015 - Notice of Publication/Regulations Submission