Each year, Visit California publishes an in-depth analysis of the tourism industry’s statewide and county-level economic contributions. The 2024 report reflects the sector’s continued resilience and growth – with travel spending reaching a record high $157.3 billion. However, a new forecast anticipates overall visitation in the state to decline by 0.7% in 2025 to 268 million visits – the first projected year-over-year decline in visitation since the pandemic.
Despite these headwinds, tourism remains a powerful economic engine for California:
- Visitor spending rose in 50 of 58 California counties in 2024.
- 23,000+ new tourism jobs were added statewide last year, bringing total statewide industry employment to 1,165,760.
- Tax revenues generated by tourism hit $12.6 billion in 2024, benefiting local and state governments.
View the report and see data by county here.