The report, “The Economic Impact of Travel in California,” compiled by Dean Runyan Associates, underscores a 3.8% surge in spending compared to 2019 figures and a 5.6% rise from 2022. Notably, spending levels outpaced those of 2019 in 34 of the state’s 58 counties. Among California’s primary international gateways, including San Diego, Orange, and Los Angeles counties, travel expenditures surpassed pre-pandemic levels, with San Francisco nearly reaching full recovery at 97.2%.
“California tourism is back where it belongs – setting records and providing for the workers, business owners and all Californians who depend on the travel industry as a cornerstone of our state’s economy,” said Caroline Beteta, president and CEO of Visit California, the state’s tourism marketing organization. “The industry has once again proved its ability to recover from any challenge, whether it be economic or environmental. California continues to be the largest, most diverse and most resilient tourism economy in the United States.”
Released today to coincide with the commencement of California Tourism Month, an initiative established by the Legislature in 2016, the report underscores the vital role of the state’s tourism industry in bolstering both the financial stability and personal welfare of Californians. For a comprehensive view, you can access the complete economic report.
In 2023, visitors contributed a substantial $12.7 billion in state and local tax revenue, reflecting a 3% increase from 2019. This influx of tax revenue translated to a significant saving of $966 for each California household.
The tourism sector also saw the creation of 64,900 new jobs in 2023, elevating total industry employment to 1,155,000—equivalent to 98% of 2019 levels. This resurgence is particularly remarkable considering the swift downturn brought about by the pandemic, which left over 500,000 travel and hospitality workers unemployed in a matter of days.
While international visitors injected $24.3 billion into California’s economy in 2023—a notable 38% rise from 2022—they still fell short of the peak seen in 2018 by 15%. The slow return of travelers from China and other parts of Asia post-pandemic has impeded full recovery in the international sector.
To revitalize international visitation growth, Visit California has reopened offices in 13 international markets and is proudly hosting IPW, the premier international inbound travel industry trade show, in Los Angeles starting May 4.
This positive trajectory in travel spending coincides with the launch of Visit California’s new global brand platform, The Ultimate Playground, unveiled in March after more than a decade. Rooted in research from the National Institute for Play, which highlights the benefits of travel on physical and mental well-being, the brand celebrates California’s playful lifestyle and diverse experiences, positioning the state as the ultimate playground. Explore your play style with a short quiz and discover ideas to experience it firsthand in California.
Tags: Caroline Beteta, Visit California, California Tourism News, CountySpending, PandemicRecovery, Tourism
