California to implement more international visitation barriers
California’s international travel sector, still recovering from the pandemic, faces further setbacks with the implementation of a new $250 visa fee for travelers from certain countries starting October 1. Visit California projects a 9.2% drop in international arrivals in 2025, delaying full recovery until 2028. These barriers also hinder trust-building with international visitors and threaten big events in California, such as the FIFA World Cup in 2026 and the Olympics in 2028. Visit California is increasing domestic marketing efforts to mitigate the impact of the new visa fees and relying on domestic tourism, which accounted for 94% of visits in 2024.
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