California was the top U.S. tourism destination in 2025. $158.9 billion generated
California confirmed its position as America’s leading tourism powerhouse in 2025, generating an impressive $158.9 billion in travel spending while outperforming national tourism trends.
According to new economic impact research released by Visit California, the Golden State remained the No. 1 tourism destination in the United States, even as travel demand slowed across the country.
The latest figures highlight the strength, resilience and global appeal of California tourism, proving that travelers continue to choose the state for its beaches, cities, national parks, wine country and iconic attractions.
California tourism spending reached $158.9 billion
The Economic Impact of Travel in California report, prepared by Dean Runyan Associates, found that visitor spending rose 1.7% in 2025. This growth came despite global economic uncertainty and softer national travel demand.
The increase shows that California’s tourism sector remains one of the most stable and valuable parts of the state economy.
Caroline Beteta, president and CEO of Visit California, said tourism continues to be a resilient pillar of California’s economy thanks to decades of investment and the state’s strong travel brand.
Tourism supported 1.17 million California jobs
California tourism was also a major source of employment in 2025. The industry supported 1.17 million jobs statewide, helping workers and communities across urban centers, beach destinations, wine regions and rural counties.
From hotels and restaurants to attractions, transportation and local businesses, tourism continues to drive opportunity across the state.
$13.6 billion in tax revenue for public services
Visitor spending also generated $13.6 billion in state and local tax revenues, providing important funding for schools, infrastructure, emergency services and community programs.
This means tourism not only benefits travelers and businesses, but also supports everyday services used by California residents.
Growth across nearly the entire state
Travel spending expanded in 55 of California’s 58 counties, demonstrating that the benefits of tourism are widespread.
From Los Angeles and San Francisco to Napa Valley, Palm Springs, San Diego, Yosemite and smaller inland communities, tourism remains a statewide economic engine.
California beat national travel trends
While room demand declined 0.5% nationwide in 2025, California hotels sold an additional 1.2 million room nights, representing a 0.8% increase.
This performance helped California maintain its lead over other U.S. destinations and shows continued demand for travel experiences in the state.
Why California tourism stayed strong
Several factors helped California outperform the rest of the country. Visit California and local destinations actively promoted domestic travel, helping maintain market share while international demand softened.
At the same time, international arrivals from Mexico, Japan, Italy and India provided strong momentum and steady visitor spending.
California’s diverse travel offering also remains one of its greatest strengths, with beaches, mountains, national parks, world-famous cities and entertainment all within one destination.
Big global events are coming to California
California is expected to gain even more international attention in the coming years.
In June 2026, the state will be in the spotlight during the FIFA World Cup, with matches broadcast to an estimated 6 billion viewers worldwide.
The momentum will continue toward the 2028 Olympic Games in Los Angeles, another mega-event expected to inspire future travel demand for years to come.
Why travelers keep choosing California
Caroline Beteta described California as the “Ultimate Playground,” and the numbers support that claim.
With 840 miles of coastline, 9 national parks, legendary road trips, entertainment capitals, wine country and some of the world’s most recognizable scenery, California offers unmatched diversity for travelers.
Whether visitors want surfing, skiing, luxury shopping, hiking, food experiences or family attractions, California delivers it all in one state.
Sorin Dutoiu, Managing Partner of YOLO Media company
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