Tax revenue from tourism, around $12.6 billion, funds state and local services such as transportation improvements and public security across California.

California aims to remain a premier global travel destination by investing in infrastructure and sustainable practices, offering a broad range of experiences from luxury to outdoor and cultural exploration.

A broad jobs ecosystem supports growth in hospitality, transportation, retail, and food service, with ancillary expansion in construction, real estate, and farming driven by higher tourist demand.

Visitor spending grew across most sectors and counties, with major metros attracting the most visitors while smaller towns benefited from the broader travel surge.

Tourism in California is driven by a mix of diverse attractions that span major urban centers like Los Angeles, San Francisco, and San Diego, renowned natural areas such as Yosemite and the Sierra Nevada, iconic wine regions like Napa Valley and Sonoma, and vibrant coastal towns, while also expanding into rural regions to offer authentic experiences.

Traveler preferences are shifting toward authentic, less crowded rural experiences, with growing visitation to areas like Mendocino, Shasta County, and the Sierra Nevada.

Events and festivals, including Coachella, the San Francisco International Film Festival, and Los Angeles Fashion Week, along with conventions and conferences, are key engines of visitor spending and longer stays.

The tourism sector supports roughly 1.17 million jobs and generates about $12.6 billion in state and local tax revenue, underscoring its significant economic impact.

Sustainability and eco-friendly practices are central to growth, with investments in green tourism, waste diversion, and conservation in national parks and reserves to preserve destinations for future generations.

California’s eco-tourism initiatives emphasize responsible travel and conservation to protect natural beauty and support long-term, sustainable tourism growth.

The overarching narrative positions California as a diverse travel hub that balances urban, cultural, outdoor, and leisure experiences with eco-sustainable innovation to sustain momentum.

California’s tourism spending reached a record $157.3 billion in 2025, reflecting continued growth and a thriving travel economy.