VISIT CALIFORNIA is a non-profit organization with a mission to develop and maintain marketing programs — in partnership with the state's travel industry — that keep California top-of-mind as a premier travel destination.
Visit California (also known as the California Travel and Tourism Commission), is a nonprofit corporation formed in 1998 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 five industry segments: Accommodations, Attractions, Passenger Car Rental, Restaurants & Retail Travel Services. The 37-member Visit California commission comprises individuals from all 12 regions of California with representation from all five industry segments. The Board meets three times a year to direct Visit California’s programs and activities. A state-wide Marketing Advisory Committee also provides input in developing the marketing plan.