Overview

• California's tourism sector, which generated $157 billion in 2024, is projected to see its first year-over-year decline since the pandemic.
• International visitation is expected to drop by over 9% in 2025, with Canadian travel down 15% and Mexican arrivals down 24%, according to recent reports.
• Governor Gavin Newsom launched a marketing campaign aimed at Canadian tourists, emphasizing California's appeal despite federal trade policies.
• Federal tariffs and rhetoric, referred to as the 'Trump Slump,' are cited as key factors driving the downturn in international travel sentiment.
• Despite visa concerns among travelers, Visit California reported no incidents of visa denials at state airports so far in 2025.