Bringing the World to the Golden State
In FY22/23, Visit California resumed marketing in its 13 target global markets.
International Market Profiles
Missions
Missions to Europe, Japan and Mexico jumpstarted travel from these critical overseas markets. A new retreat-style format provided California partners with more valuable touch points with in-market airline, trade and media executives. The missions have yielded new travel products, garnered international media coverage and produced formal commitments from some of the largest tourism entities to accelerate the recovery of travel to California.
Japan Trade Mission
Visit California alongside 13 destination and tourism business executives participated in a trade mission to Japan, helmed by Lt. Gov. Eleni Kounalakis. The delegation met with Japan’s leading travel sellers, airlines and media outlets to jumpstart international travel recovery and promote Golden State tourism.
Europe CEO Mission
The inaugural European CEO mission connected a California delegation of 17 tourism CEOs with top C-suite industry professionals in five priority European markets — France, Germany, Italy, Scandinavia and the United Kingdom.
Global Brand
Direct-to-consumer paid advertising resumed this spring in an exciting step toward pre-pandemic normalcy. Visit California’s flagship campaigns resumed in Canada, Mexico and the U.K, while paid online marketing resumed in China. A larger-than-life campaign in Tokyo’s Shibuya Scramble Square and other hotspots received 24.5 million impressions.
World-Class Luxury
Visit California delivered its first Central Coast Luxury Forum in SLO CAL. The event featured a media track, 700+ appointments with 41 global buyers with a collective spending power of $246 million. The impact of this event was significant, with a projected spend of $7.25 million in California over the year following the event.
Showing vs. Telling
Visit California brought back in-person familiarization and press trips in a big way, partnering with destinations throughout the state to deliver unforgettable adventures to travel trade, media and influencers. These firsthand experiences drive more intentional sales partnerships and vivid media coverage, especially for international audiences less familiar with all California has to offer.