The Inlands and GOCAL are celebrating California Tourism Month, a time to recognize the industry’s contributions to communities across California. For the Inland Empire, which includes parts of San Bernardino and Riverside Counties, tourism is not just an industry; it is a cornerstone of regional economic vitality. Recent local program expansions in the Inland Empire, plus steady growth throughout the region in 2025, forecast a bright future.

“Landmarks like the California Welcome Center, Ontario International Airport, Toyota Arena and the newly opened ONT Field offer a welcoming and one-of-a-kind travel experience to visitors,” said President & CEO of GOCAL, Michael Krouse. “With the World Cup and Route 66 anniversary this year and LA 2028 just around the corner, we’re looking forward to a period of continued growth and visibility for the Inland Empire region.”

The California Welcome Center in Ontario, which serves as the gateway to Southern California for domestic and international visitors, is celebrating its 10th anniversary this year. The welcome center also recently served as the launchpad for Visit California’s accessible and inclusive certified Welcome Center initiative in partnership with KultureCity. The initiative provides staff with the tools and understanding to better welcome visitors of all ages and backgrounds with sensory sensitivities and disabilities. California is the second state to certify all of its Welcome Centers across its 12 tourism regions, with a record 22 centers now certified.

2025 data revealed strong, sustained growth for the Inland Empire travel sector:

• Total Direct Travel Spending: $8.3 billion

• Visitor Spending: $7.7 billion

• Direct Earnings for Travel Workers: $3.3 billion

• Direct Travel Employment: 80,200 jobs supported across accommodations, food service, arts, entertainment, retail, and transportation

• Total Tax Revenue Generated: $643.4 million in state and local taxes

  • Local Tax Revenue: $257.7 million

  • State Tax Revenue: $385.6 million

Even as national travel demand declined, California outperformed the rest of the country to remain the No. 1 travel destination in the United States. Hotel demand and occupancy exceeded national averages, reflecting the continued strength of the state’s tourism industry.

“Tourism remains an incredibly resilient pillar of California’s economy thanks to the strong foundation built over decades by the state’s travel industry,” said President and CEO of Visit California, Caroline Beteta. “Despite global challenges, the state’s brand continues to shine, drawing visitors to California’s diverse destinations and experiences and boosting local economies.”

Visit California, The Inlands and GOCAL encourage residents to explore the Golden State and support local businesses. For more information and to stay up to date on upcoming events and regional attractions, visit GO-CAL.org and theinlands.com.