The Power of Possibility

Visit Concord Rallies for California Tourism Month May 2022

Visit Concord is a proud participant in California Tourism Month, Visit California’s annual initiative to promote in-state tourism. The program is especially relevant this year, a critical time for our economic recovery. We are encouraging our local businesses to get involved and support the effort as well. Check out the resources available to you in the 2022 California Tourism Month Industry Toolkit and the state’s recent Economic Impact Report. And please be sure to read the message below from Visit California’s President & CEO, Caroline Beteta, for more insight.

We are asking everyone to spread the word on social media. The assets provided in the Toolkit will make it easy to do, and you can also amplify your pro-tourism message throughout the month with #CATourism and #PowerOfTravel, May 1-8, to support U.S. Travel’s National Tourism Week.

By working together, we can look forward to continued growth and economic recovery in 2022, and in the years to come. 

Thank you!

Elaine Schroth
CEO & President
Visit Concord

BJs Salad
Visit California Tourism Month Resources 
2022 Economic Impact Report 
2022 California Tourism Month Industry Toolkit
Visit Concord
2022 Economic Impact Report
Why Tourism Matters 2022


California Tourism Month, May 2022

“This California Tourism Month, Visit California and the tourism industry join forces to celebrate our industry’s resilience, while also calling for further support from lawmakers and residents.

California Tourism Month is an official state observance which was renewed last year in a universal bipartisan vote. The initiative urges citizens to support tourism and local businesses by traveling in state as an act of civic pride. The introduction of a fresh resolution encourages a commitment to the ongoing work of recovery, reminding lawmakers that tourism just happen but requires concerted marketing and favorable policies.
By adapting and sharing materials in the 2022 Industry Toolkit, you will remind policymakers of the importance of restoring tourism and inspire residents to keep their travel in-state. This year’s narrative is straightforward and powerful; the industry is bringing back jobs and tax revenue but is not fully recovered and many businesses face an uphill battle.
There is much to celebrate the May as we head into what looks to be a very strong summer season. Visit California’s annual economic impact report shows that visitor spending reached $100.2 billion in 2021, up 46% from 2020. Employment and visitor-generated tax revenue also rose last year. Visitors provided $9.8 billion to state and local governments in 2021 – a 33% jump from 2020. The industry also added 56,000 jobs last year – impressive given significant labor headwinds, especially in the service sector.

However, while 2021 visitor spending was up from 2020, it amounted to just 69% of the $144.9 billion spending in 2019. Only 15 of 58 counties recovered to 90% or more of pre-pandemic spending. Recovery has been strongest in rural destinations, which have benefitted from the desire to be outdoors. But California’s gateways continue to struggle with the loss of international and business group travel.
Thank you for taking part in California Tourism Month, a crucial initiative to spur recovery for all California tourism partners.

Dream Big!”

Caroline Beteta
President & CEO
Visit California