Visit California has arrived in Australia with its largest trade and media delegation in eight years, as the tourism body looks to drive renewed growth from one of its most valuable international markets.
The week-long mission has brought 42 delegates from 22 California destinations, attractions and hospitality brands to Sydney and Melbourne.
Across five days, the delegation will take part in 19 events and meetings, connecting with more than 70 senior travel trade partners and more than 200 frontline travel agents.
Around 70 Australian media, editors and journalists will also take part in the program.
“Australia is one of California’s most valuable and loyal international markets, with so many shared affinities for authentic experiences, nature, sports and so much more,” Visit California president and CEO Caroline Beteta said.
“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.”
Australian travellers contributed US$1.28 billion in visitor spending to California in 2025.
Following a softer year, spending is forecast to rise to US$1.35 billion in 2026 and US$1.43 billion in 2027.
Australia is expected to account for five per cent of California’s total international visitor spending this year, with Australians among the state’s highest-spending international visitors.
NFL provides sporting backdrop
The mission coincides with the NFL’s first game in Australia, which will see Californian teams the San Francisco 49ers and Los Angeles Rams face off in front of a sold-out crowd of 100,000 at the MCG.
Visit California is using the occasion to launch its Australian NFL partnership.
The tourism body will host its Ultimate Playground consumer activation at the NFL Kickoff Fan Festival at Melbourne Park from 10–12 September, with a California road trip among the prizes.
Nova’s Jase, Lauren & Clint will also broadcast from the NFL’s Radio Row at the MCG in partnership with Visit California.
The trio recently travelled from Los Angeles to Palm Springs and San Francisco as part of a California road trip tied to the NFL and the state’s sporting offering.
Visit California has also partnered with Australian-born, Los Angeles-based chef Curtis Stone for a media dinner at Glasshaus Brücke in Melbourne on 9 September.
The menu will take guests on a culinary journey through California, showcasing the state’s produce and regional food culture.
The delegation includes representatives from major tourism names including Los Angeles Tourism & Convention Board, San Francisco Travel Association, San Diego Tourism Authority, Visit Anaheim, Disneyland Resort, Universal Studios Hollywood, Visit West Hollywood , Visit Greater Palm Springs, Santa Monica Travel & Tourism and Lake Tahoe Travel.
