Market Profile – California
March 2025
The 2025 US Market Profiles contain the latest information and highlights on Destination BC’s key US markets. These profiles summarizes each target market, including the size of the market, volume and expenditures in BC, and traveller and trip characteristics. The latest market highlights and indicators of future travel are also included. Highlights and factors are ever-changing—as such, those available here are time-stamped from the date of distribution.
Market Highlights
- Second-largest U.S. source market by visitation and visitor spending.
- Among the highest U.S. markets for per-visit spending.
- Strong year-round demand, with peak visitation in summer.
- Highly accessible market with strong alignment to Destination BC’s high-potential segments.
Market Potential
This section provides a snapshot of the California outbound travel market, including its size, growth, audience relevance, and key travel context for BC.
118M
2025
*US state value is at the national level
+5%
Percentage Change
2025 vs 2024
*US state value is at the national level
Refined Globetrotters, Outdoor Explorers, and Skiers
*US state value is at the national level
11 Days
Market Position
This section highlights California’s importance within BC’s international visitor market, including its share of arrivals and ranking among US source markets.
25%
2025
*US state value is at the national level
#2 US Market
2025
*Preliminary estimates; subject to revision
#5 BC Market
2025
*Preliminary estimates; subject to revision
Invest
Current Market Performance
This section provides a detailed view of California’s tourism performance in BC, including visitor spending, visitation levels, market share, and recent trends.
$1.2B
2025
*Preliminary estimates; subject to revision
+5%
2025 vs 2024
*Preliminary estimates; subject to revision
24%
2025
*Preliminary estimates; subject to revision
$1,700
2025
*Preliminary estimates; subject to revision
693,000
2025
*Preliminary estimates; subject to revision.
-12%
2025 vs 2024
*Preliminary estimates; subject to revision
19%
2025
*Preliminary estimates; subject to revision
-5%
2025 vs 2024
71% Off-Peak Nights
2025
*Seasonal Visitation is the percentage of nights spent in BC for all months outside of peak months of July and August
+0.1 percentage point
2025 vs 2024
*Seasonal Visitation is the percentage of nights spent in BC for all months outside of peak months of July and August
Market Outlook
This section highlights the outlook for the California market, including projected visitor spending, visitation, and air capacity to BC.
$1.2B
2026
+5% vs. 2025
*Preliminary estimates; subject to revision
706,000
2026
+2% vs. 2025
*Preliminary estimates; subject to revision
-5%
August 2025 - July 2026 vs. August 2024 - July 2025
*US state value is at the national level
Sources
- Destination BC Estimates
- Tourism Economics 2026 Forecast Data Tabulation
- Destination Canada Visitor Profiles
- US Government Site
- Destination BC’s Global Marketing Plan
- Environics Analytics
- Amadeus ForwardKeys
- Destination Canada Data Collective – Main
- Destination Canada Data Collective – Market Report
- Destination Canada Data Collective – Traveller Segments
- Statistics Canada, International Visitors Arrival, 2025
- Statistics Canada, Vehicles Entering Canada, 2025
- Destination BC’s KPI & Iconics Survey
Market Profile – Germany
Learn More
Market Profile – Ontario
Learn More
Market Profile – Australia
Learn More
Market Profile – British Columbia
Learn More
Market Profile – Washington
Learn More
Market Profile – Alberta
Learn More
Market Profile – Mexico
Learn More
Market Profile – United Kingdom
Learn More
Market Profile – China
Learn MoreSubscribe for the latest news and program updates from Destination BC
Receive updates, research and news you can use.
