With the recent developments between Canada and the USA, the latter might not be on your travel list; however, let us convince you that California is eager to welcome Canadians and is constantly upgrading its travel offerings to satisfy all travellers' needs.

Just last week, around 40 representatives from Canadian media outlets and trade gathered in sunny San Diego for a reverse trade mission organized by Visit California and Zeno Group, the tourism board’s Canadian agency of record.

Zeno Group took over the Visit California account in 2022 and has already created some successful campaigns, including a glamorous TIFF red carpet event and an original trade mission that took place in 2022 in Niagara-on-the-Lake.

This year, California welcomed Canadians to San Diego for a two-day trade mission and a three-day post-FAM opportunity to experience California firsthand.

Trade mission launch party, Bellmont Park

Why do Canadians love California?

Simply because California has everything Canadians love so much: sunny beaches, iconic cities, plenty of road trip itineraries, and so many experiences, which earned the destination a new so-called title, “The Ultimate Playground”.

Road Trips

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. But did you know that Canadians, in fact, love road trips as well? Here is some data that might help you start selling the destination as the ultimate road trip experience:

• 78% of Canadians feel that having access to a car reduces travel stress
• 45% prefer road trips as they offer greater control over the itinerary
• 42% prefer road trips as they let them add multiple destinations to their trip

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

Wildfires Update

Just a few weeks ago, Visit California issued a statement regarding the LA wildfires:

“Thankfully, 98% of LA County was not in a burn area, and the city, along with its iconic sites and experiences, remain intact and accessible to visitors … ” read more.

Los Angeles is indeed safe, and neighbouring cities like Pasadena and Marina del Rey are currently hosting evacuees. The best way for you to help LA in rebuilding the affected areas and helping displaced families is by visiting the destination yourself, which will contribute greatly to the communities in need.

California Destination Representatives

If there is one thing you must know about California, it is how diverse it is. There are so many destinations to see, experiences to have, wineries to visit, and food to eat. Nearly 30 destination representatives joined us in San Diego, including:

Now to make sure we highlight each and every destination, Global Agents will be sharing a “California Destination Spotlight” throughout the next few months to let you know how to explore California as an expert!

Stay tuned!

Canadian media & trade, and California delegates at the San Diego Zoo

By Kateryna Ivchenko