Is Visit California a nonprofit?

Visit California is a nonprofit 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. California is the No. 1 travel destination in the country.



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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.

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Jocilyn Schumacher - Manager of International Marketing - Visit California | LinkedIn.

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Funding of the organization is through taxes (known as assessments) on tourism related businesses, such as hotels.

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Visit California is a prime example of a DMO looking toward innovative tools to shape unique, authentic narratives and attract visitors.

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On September 28, 1542, Juan Rodriguez Cabrillo and his crew entered San Diego Bay--the first Europeans to visit California. The land they named Alta California was occupied by diverse groups of native people who had inhabited the land for thousands of years.

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