Visit California is a nonprofit 501(c) corporation 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.

From the stunning coastline to the towering mountains, the scenery in California is unlike anything else in the world. No matter where you go in the state, you will be surrounded by natural beauty. And with so many different landscapes to explore, you could spend months here and still not see it all.

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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.

With sun, sand, surf, and mountains, the West Coast state of California is known for its many attractions that lure travelers year-round. From famous landmarks such as the Golden Gate Bridge and the Hollywood sign, to the Golden State's rich outdoor opportunities, this eclectic state makes for a well-rounded vacation.

California is a state in the Western United States. With over 38.9 million residents across a total area of approximately 163,696 square miles (423,970 km2), it is the most populous U.S. state, the third-largest U.S. state by area, and the most populated subnational entity in North America.

With sun, sand, surf, and mountains, the West Coast state of California is known for its many attractions that lure travelers year-round. From famous landmarks such as the Golden Gate Bridge and the Hollywood sign, to the Golden State's rich outdoor opportunities, this eclectic state makes for a well-rounded vacation.

There's also Aerospace & Defense, Agriculture, Biotech, Climate and Clean Energy, Manufacturing, Tourism, High Tech, and Wood Products that have flourished here. Good weather is a year-round thing. You can be out there having fun in the warm California sun, because it's worth singing about.

The 20 Funniest Californian Expressions (and How To Use Them)

1. “The City” Bay Area locals don't refer to San Francisco as Frisco, but rather “The City”.
2. NorCal and SoCal.
3. June Gloom.
4. “That's dank-ass.”
5. “The Industry”
6. “Don't get so butthurt.”
7. “Would you like a side of kale with that?”
8. “Dude, I just caught some epic waves.”

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

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

The films and stars of Hollywood helped make the state the "center" of worldwide attention. California became an American cultural phenomenon; the idea of the "California Dream" as a portion of the larger American Dream of finding a better life drew 35 million new residents from the start to the end of the 20th century ...