TRAVEL MATTERS

California’s travel and tourism industry is a powerful force – one that enhances the lives of all Californians.

Visit California expanded its outreach, making connections with key decision makers to emphasize the shareworthy idea that in California, travel matters.

Tourism Matters to California

  • $122.5 billion IN-STATE SPENDING
  • 258 million PERSON-TRIPS
  • $9.9 billion LOCAL AND STATE TAX REVENUE
  • 1 million+ EMPLOYMENT

The 2015 California Travel Impacts report includes statewide, county and regional data.

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National Travel And Tourism Week

Resolution establishes California Tourism Month

The California State Assembly and Senate passed a resolution declaring May California Travel and Tourism Month, marking a momentous recognition of the tourism industry’s contributions to the state, and extending the state’s National Travel and Tourism celebrations.

Visit California released the 2015 California Travel Impacts report as part of the week, revealing that tourism contributed $9.9 billion in state and local tax revenue and $122.5 billion in spending, which supported more than 1 million jobs across the state. 2015 was the industry’s sixth consecutive year of growth.

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California State Assembly and Senate proclaim May California Tourism Month at State Capitol
Santa Monica Travel & Tourism and Visit California staff show support for National Travel and Tourism Week
Visit California President & CEO presents during National Travel & Tourism Week
Jason Dunkel of Environics Analytics and Maxine Gurevich of Edelman present in the Attract and Engage Millennial Globetrotters panel at Outlook Forum.
Nicole van Zanten, Craig Silva and Lance Trueb share insights in Global Hangout: Let's Get Social.
The Bringing Personas to Life panel took a look at common traveler preferences.
Kathy Janega-Dykes, President & CEO Santa Barbara Conference & Visitors Bureau, announces that 2017 Outlook Forum will be held in Santa Barbara.
Visit California President & CEO Caroline Beteta presents her keynote address.
Attendees network with Visit California's international offices and vendors at the Around the World breakfast.
San Francisco Travel Association's Hubertus Funke welcomes the audience to San Francisco.
Keynote speaker Jay Baer presents at Outlook Forum.

2016 Outlook Forum

CONFERENCE INSPIRES CALIFORNIA TO ‘DREAM ON’

More than 540 industry leaders and influencers gathered for 2016 Outlook Forum, held Feb. 22-24 at San Francisco’s historic Westin St. Francis.

Sessions explored macro- and micro-level views of tourism, including keynote sessions by renowned social media strategist Jay Baer and Google Brand Evangelist Gopi Kallayil.

REGISTER FOR 2017 OUTLOOK FORUM

Poppy Awards

Celebrating Achievements in Tourism

More than 400 attendees sailed across the San Francisco Bay to Oakland’s Jack London Square for the Poppy Awards, to celebrate the industry’s leadership and outstanding marketing efforts. California Dream Eater Chase Ramsey hosted the memorable evening.

Greg Koch, co-founder and chairman of San Diego-based craft beer giant Stone Brewing, was presented with the 2016 California Dreamer Award, bestowed on individuals who embody the California spirit.

Outlook Forum attendees boarded classic trollies on their journey to the Poppy Awards.
Outlook Forum attendees boarded classic trollies on their journey to the Poppy Awards.
Outlook Forum attendees head to Poppy Awards aboard a Hornblower Cruise across the bay.
Outlook Forum attendees head to Poppy Awards aboard a Hornblower Cruise across the bay.
Attendees mingle before the 2016 Poppy Awards.
Alison Best welcomes Poppy Awards attendees to Oakland.
Senior Advisor to the Governor Michael Rossi speaks while Visit California President and CEO Caroline Beteta holds a gift for him on stage at the Poppy Awards.
California Dream Eater Chase Ramsey serves as Poppy Awards emcee.
Outgoing vice chairs Jot Condie, left, and Jeff Senior announce awards at the Poppy gala.
Visit California President and CEO Caroline Beteta congratulates winner Jay Burress.
Visit Oakland accepts its award.
San Diego Tourism Authority's Joe Terzi, left, and Kerri Kapich, right, join Visit California President and CEO Caroline Beteta and Stone Brewing founder Greg Koch to present the California Dreamer award to Koch.

Poppy Awards Finalists & Winners

Best Regional Collaborative Marketing Campaign

Best Digital Campaign

Best Social Media Campaign

Best Content Marketing Campaign

  • Winner: Visit Anaheim
  • San Diego Zoo Safari Park
  • San Diego Tourism Authority

Best Public Relations Campaign (less than $20,000)

Best Public Relations Campaign (more than $20,000)

Commitment to Community

  • Winner: Highway 1 Discovery Route (submitted by Mental Marketing and TJA Marketing)
  • Ventura Visitors and Convention Bureau
  • Visit Oakland
  • Santa Monica Travel and Tourism

Best Overall Marketing Program (less than $500,000)

Best Overall Marketing Program ($500,000 – $2 million)

Best Overall Marketing Program (more than $2 million)

Audience watches 3D IMAX screening of "National Parks Adventure."
Shaun MacGillivray of MacGillivray Freeman Films addresses audience before "National Parks Adventure" screening.
Visit California President and CEO Caroline Beteta, Senator Fran Pavley and Assemblyman Marc Levine discuss California parks.
Attendees network at reception before the "National Parks Adventure" screening.
Attendees network at reception before the "National Parks Adventure" screening.

Legislative Reception

Celebrating California’s Natural Treasures

Visit California hosted an exclusive reception and screening of “National Parks Adventure” at Sacramento’s Esquire IMAX theater.

Attended by the state’s legislators, governor’s office and top staff, the event provided an opportunity to remind the state’s power players of the power of travel and the importance of California’s natural resources.