Sustaining Member Spotlight – Visit California
At IITA, we’re proud to highlight our Sustaining Members who go above and beyond to elevate the inbound travel industry. This month, we’re shining a spotlight on Visit California, a leader in driving innovation and creating extraordinary experiences for international travelers. From new initiatives to forward-thinking partnerships, Visit California continues to set the bar high for the global travel industry.
What’s New for International Travelers?
California continues to lead the way in offering new, inspiring experiences for international travelers. From the evolution of our "Top 25 Road Trips" initiative, designed to showcase hidden gems across the state, to the expansion of luxury and boutique accommodations, we’re constantly elevating what it means to visit the Golden State. We’re also deepening partnerships with platforms like Tourism Exchange to ensure more California experiences are bookable and accessible to global travel advisors. Additionally, our work with airline partners has enhanced connectivity, making it easier than ever for travelers to experience California’s diverse offerings.
Building Strong Relationships Between Inbound Operators and Suppliers
Strong relationships between inbound operators and suppliers are built on trust, communication, and shared goals. At Visit California, we support this collaboration through events like Go West, IITA Summit, and IPW, which foster meaningful connections and showcase the best of the state’s travel products. By investing in real-time training and providing data-driven insights, we empower our partners to stay ahead of trends and deliver unparalleled experiences to travelers. This shared commitment to excellence ensures that both inbound operators and suppliers thrive together.
Trends in International Visitation
We’re seeing a remarkable surge in demand for authentic, personalized travel experiences. International visitors are seeking road trips, immersive cultural encounters, and sustainable tourism options that allow them to connect with California’s diverse landscapes and communities. The luxury sector is particularly strong, with travelers opting for high-end experiences like private tours, wellness retreats, and exclusive dining. Booking behaviors continue to trend toward digital platforms, underscoring the importance of accessible, online solutions for travel planning.
Preparing Stakeholders for International Success
Visit California is committed to equipping stakeholders with the tools to excel in the global marketplace. Our CA STAR platform offers comprehensive training modules, while our Tourism Exchange initiative provides a seamless way to connect local products with international distributors. In addition, we’re hosting workshops focused on emerging trends like AI and AR in travel, sustainable tourism, and niche market specialization. These resources ensure our partners are prepared to meet the evolving needs of international travelers.
Looking Ahead: The Future of Inbound Travel
The future of inbound travel to California is incredibly bright. In the short term, we anticipate strong recovery fueled by pent-up demand and heightened interest in unique, once-in-a-lifetime experiences. Long-term, California is poised to lead as a global travel destination, thanks to our commitment to innovation, sustainability, and partnerships. By continuing to expand access to new regions and creating unforgettable experiences, we’re confident in maintaining California’s status as a top destination for international visitors.
Thank You, Visit California!
We’re grateful for Visit California’s continued dedication to the inbound travel industry and its role as an IITA Sustaining Member. Their leadership and vision are instrumental in shaping the future of travel, and we’re excited to see what’s next for the Golden State.