A 42-strong delegation representing 22 Californian destinations, attractions and hospitality brands has arrived in Australia for the state’s largest local trade and media mission in eight years.
The five day program in Sydney and Melbourne includes 19 events and meetings, with delegates set to connect with more than 70 senior travel trade partners and reach over 200 frontline travel advisors through dedicated training sessions.
Participating organisations include tourism bodies from Los Angeles, San Francisco, San Diego, Anaheim, Beverly Hills, West Hollywood, Santa Monica, Greater Palm Springs, Lake Tahoe and Mammoth Lakes, alongside Disneyland Resort, Universal Studios Hollywood, San Diego Zoo & Safari Park and other tourism partners.
Caroline Beteta, Visit California President and CEO, said Australia remained one of the state’s most valuable international markets.
“Our delegation’s size and stature reflect how much California values Australian travellers and the state’s commitment to rolling out the red carpet for Aussies,” Ms Beteta said.
The mission has been timed to coincide with the NFL’s first game in Australia, with the San Francisco 49ers and Los Angeles Rams set to play at the MCG in front of a sold out crowd of 100,000. California will also feature at the NFL Kickoff Fan Festival at Melbourne Park from September 10 to 12.
Sport is being used as a key part of the destination’s Australian marketing activity, with the program also looking ahead to the 2027 Super Bowl in Los Angeles and the LA28 Olympic and Paralympic Games.
Australian visitors generated US$1.28 billion in spending in California in 2025, with that figure forecast to rise to US$1.35 billion in 2026 and US$1.43 billion in 2027.
The delegation’s media program also includes an event with Australian-born, Los Angeles-based chef Curtis Stone in Melbourne, designed around California’s regional food and produce.
