Funding of the organization is through taxes (known as assessments) on tourism related businesses, such as hotels.
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Caroline Beteta serves as president & CEO of the industry-led Visit California, a nonprofit organization created to market California as a premier travel destination to increase the state's share of tourism-related revenues.
The pandemic's effects on the tourism industry echo throughout the economy, with local governments and workers feeling the pain as well. State and local government revenue from tourism decreased by around 50%, from $12.2 billion in 2019 to approximately $6 billion in 2020.