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Maximizing the Tourism Industry’s ROI

As a 501(c)(6) nonprofit, Visit California strives to minimize operational costs and maximize the ROI for the industry

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25 years of perfect, unqualified audits

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According to an independent audit. Nonprofit organizations average 20% to 35% of their budgets spent on operational costs

from the CEO

"Last year, Visit California surged back into international markets and delivered a historic $38.2B in ad-influenced spending — spending that would not have occurred otherwise. Thanks to the industry’s vision and unity, California tourism is bouncing back from the pandemic stronger and sooner than anyone predicted."

Caroline Beteta President & CEO, Visit California
from the CHAIR

"Fiscal responsibility has been and will continue to be a top priority for Visit California. Every dollar entrusted is used for the purpose it was given: to do what the industry cannot do for itself."

Dan Gordon Chair, Visit California Chief Executive Officer, Gordon Biersch
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FY22/23 Annual Report

Visit California produces a more comprehensive version of this annual report. Download or request a full-length print copy.


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