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Tourism spending in California reached an all-time high of $157.3 billion in 2024, rising 3% from the previous year’s record, according to figures released Monday by Gov. Gavin Newsom and Visit California.
State tourism officials simultaneously cautioned about projections showing potential declines in 2025. Forecasts predict a 1% drop in total visitors and a steeper 9.2% reduction in international tourism. Officials have labeled this anticipated decrease a “Trump Slump,” linking it to federal policies and global perceptions about traveling to the U.S.
The economic impact report showed the tourism industry created 1.2 million jobs statewide last year and generated $12.6 billion in state and local tax revenue. The sector added 24,000 new positions during 2024.
“California dominates as a premier destination for travelers throughout the nation, and around the globe,” Newsom said in a statement. “With diverse landscapes, top-rate attractions, and welcoming communities, California welcomes millions of visitors every year.”
“We also recognize that our state’s progress is threatened by the economic impacts of this federal administration, and are committed to working to protect jobs,” Newsom said.
Tourism officials have already observed declining numbers in early 2025, noting “a sharp year-over-year decline in March,” according to Visit California’s data.
To counter the projected downturn, state tourism authorities have launched initiatives encouraging Californians to travel within state borders and developed a specific marketing campaign targeting Canadian travelers.
The tourism announcement follows recent population data showing growth for the second consecutive year. Newsom’s office reported previous claims of population decline in 2021 and 2023 were inaccurate, stating the state has actually gained approximately 275,000 residents since 2021.
California’s broader economy continues to show robust performance across multiple sectors.
The state recently became the world’s fourth-largest economy with a $4.1 trillion gross domestic product, surpassing Japan. Business activity remains strong, with California housing more Fortune 500 headquarters than any other state.
Trade figures show California handles more than $675 billion in two-way commerce, making it America’s largest importing state. The manufacturing sector encompasses roughly 36,000 companies employing approximately 1.1 million workers, with strengths in aerospace, electronics, and zero-emission vehicle production.
