California reveals state of UK market as it launches new agent podcast

By Linsey McNeill
Home » California reveals state of UK market as it launches new agent podcast

Visit California President and CEO announced ‘we’re back in the game’ as she revealed that travel to the Golden State is back to 93% of pre-pandemic levels.

Speaking at a press conference in London, Caroline Betata said the spend from British visitors to California this year is expected to be just 2% shy of the $1.4bn spent by the 740,000 UK arrivals in 2019.

And she said that by 2027, British visitors to California are expected to be spending $1.68bn a year.

Caroline, who was joined by 17 chief executives from California’s tourist boards on a trade mission to the UK this week said: “The UK gives us so much hope and optimism both on a marketing front leading the way and from a consumer perspective, so we thank you for all your support over the years.”

Visit California is planning to spend $5.5m on marketing in the UK this year, including with the travel trade.

A new podcast on the tourist board’s agent training site, California STAR, will be launched featuring a new guest each month, and there will be a new ad campaign targeting families and millennials, called Childhood Rules.

Visit California has also teamed up with a pair of influencers to launch a social media campaign, Dream Big, and the tourist board is working with Harry Potter actress and environmental activist Bonnie Wright on a film, Go Gently, to highlight sustainable road trips.

As California gears up to jointly host the World Cup, in Los Angeles and San Francisco, in 2026, and the 2028 Olympics in Los Angeles, Caroline announced 89 new hotels are in the pipeline, to add a total of 13,000 more rooms.

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