Visit California’s Year in Review Highlights Record Marketing Success & New Programs Accelerating Recovery

Thursday, Jul 21, 2022 0


Visit California’s Year in Review for the fiscal year 2021-2022 highlights impressive results achieved through state and industry collaboration through the first year of pandemic recovery. These include a record $17.1 billion return on the organization’s ad spend — fueled by a $95 million state stimulus — and new programs to accelerate slower recovering sectors and achieve a complete, shared recovery.


The Year in Review website recaps these shared successes and key economic impact and recovery data. For more in-depth reporting, download the full-length PDF or request a hard copy.


The report covers Visit California’s program of work from July 1, 2021 – June 30, 2022. Highlights include:


  • Paid marketing campaigns that delivered $17.1 billion in travel spending and drove family travel, road trips, professional meetings and events, urban tourism, culinary, and seasonal travel.
  • New initiatives to accelerate urban recovery
  • Tourism’s economic impact in California and current recovery projections
  • Initiatives to advance sustainability goals and raise the industry’s relevance in government
  • Cooperative marketing and industry collaborations that strengthened the California brand and increased local tourism
  • Tourism industry resources and what’s ahead from Visit California


Together, Visit California and California’s more than 18,000 tourism businesses have shortened pandemic recovery projections by a full year and established a strong foundation for growth in the years ahead. To learn more and stay connected, view Visit California’s FY21/22 annual report.

Learn more about Visit California

Most Read

Jane Cunningham, Director of European Engagement Destinations International

Fred Bean, Founder and CEO of Hotelport

Kent Anderson of Kirk Mountain Adventures

The essence of Atlantic Canada

Elliot Ferguson of Destination DC

TravelMole at Casa 2022

Tommy Thompson CEO of St Kitts Tourism

Zsusa Szegner from Hungary

75th Outrigger Hawaii anniversary celebrates the largest collection of resorts and hotels

Outrigger Hotels & Resorts celebrate their expanded Asia Pacific portfolio on its 75th anniversary

VisitAlgarve has exceeded pre-Covid tourism revenues...Exec Dir Hugo Nascimento expects more

Tim Wolfe of Colorado Tourism explains the strategy that will keep international tourists coming

Price Based Country test mode enabled for testing United States (US). You should do tests on private browsing mode. Browse in private with Firefox, Chrome and Safari