Visit California, along with the destination's delegates, visited Toronto with a special mission: to show love and appreciation for Canadian travellers and to reveal why California is the place to be for the next few years.

Despite recent challenges, California doesn't give up and consistently works on strengthening the bond with Canadians. This can be seen through the recent campaigns the destination has launched across the state, demonstrating that "Canada Matters".

During the event, Ryan Becker, Senior VP of Communications & Strategy at Visit California, said, “California wouldn’t be what it is without Canada. You have played a vital role in shaping California’s tourism, contributing to the state’s vibrant culture, economy, and visitor experience.”

During the World Series, Visit California launched a welcoming digital out-of-home campaign to greet Canadian Blue Jays fans at Dodger Stadium. The campaign included digital displays throughout LA.

Canada is California’s second-largest international market after Mexico. In 2024, 1.8 million Canadians visited the state, spending $3.72 billion—excluding airfare. Visit California forecasts Canadian spending to reach $4.1 billion by 2029.

So why should California be on your radar for the next few years? The state’s tourism offerings are stronger than ever, featuring an exciting lineup of upcoming sporting events alongside continuous developments at its iconic destinations.

Events

Here’s a list of major events hosted by California over the next few years:

• Super Bowl LX and LXI (2026/2027)
• NBA All-Star Game (2026)
• FIFA World Cup (2026)
• Los Angeles Olympic and Paralympic Games (2028)

In anticipation of the events, California is preparing to welcome travellers with an array of new attractions, accommodations, culinary delights, and much more.

The Ultimate Playground

Back in early 2024, Visit California launched a new global brand platform (the state’s first brand evolution in more than a decade) called ‘Ultimate Playground’. The program entices travellers to discover your California play style. 

Childhood Rules

As part of the program, the destination has launched a family-focused campaign called “Childhood Rules,” inviting kids and parents to “play their way across the Golden State”! It’s no surprise, since family trips account for 57% of travel spending.

Playful Journeys

We believe it is safe to say that California is most famous for its selection of road trip itineraries, as the state is perfectly situated along the coastline and gives perhaps the best option for travellers to fully experience most of California’s iconic places.

With this comes California’s new band campaign, “Playful Journeys,” giving road trippers playful ways to experience the bucket list road trips!

Update: after 3 long years, Highway 1 is expected to reopen in March 2026!

To explore the California road trips guide, please visit: visitcalifornia.com/road-trips.

Partner Updates

Eleven mission delegates from California participated in the event, representing Sonoma County, Oakland, San Francisco, Monterey, Beverly Hills, SLO CAL, Santa Barbara, West Hollywood, Anaheim, San Diego, and the San Francisco Peninsula. Each delegate provided updates on their destinations and shared what travellers can look forward to in the coming years.

Anaheim

OCVIBE

A major new venture called OCVIBE is underway—a $4 billion entertainment development right in the heart of Orange County. This exciting project promises to transform the downtown OC experience. It will be an immersive district combining sports, entertainment, and residential spaces, all managed as one unified entity. For more details about what’s coming, click here.

DisneylandForward

Anaheim’s excitement goes beyond OCVIBE, as the destination also revealed some exciting updates from the Disney team. DisneylandForward is a major, long-term investment plan worth $1.9 billion, featuring new theme park experiences, improved parking, enhanced transportation, and much more!

Sonoma County

Sonoma County has lots of updates to share with the Travel Agents. Starting from the introduction of LOU, the Sonoma County AI travel concierge, the new initiative, “Wine Country for All of Us” which promotes accessible tourism and finishing with the long list of latest developments, more connectivity and new restaurant scenery. Click here for more information on what’s new in Sonoma County – fall 2025.

San Diego

New Terminal

In September 2025, San Diego International Airport unveiled its brand-new Terminal, providing travellers with an exciting and fresh arrival experience! The new Terminal 1 replaces the 58-year-old original with a modern, world-class facility designed to enhance passenger comfort and accommodate the increasing travel needs of the San Diego area. Visitors to the new Terminal 1 can enjoy over 90,000 square feet of concession space, including 12 dining options and five specialty retail shops.

NASCAR Race

NASCAR is coming back to Southern California in 2026 with unique street races held at the active Naval Base Coronado in San Diego. The event is scheduled for June 2026, coinciding with Father’s Day weekend!

From world-class sporting events to cultural festivals and entertainment spectacles, California's diverse event calendar offers Canadian travellers countless reasons to visit the destination year-round!

By Kateryna Ivchenko