With over 10,000 attendees, the Mexico Food & Wine Festival on Nov. 16-17, 2024, provided an exceptional platform to showcase California’s diverse culinary scene. Visit California engaged directly with food enthusiasts, high-profile travelers and key media, further solidifying the state’s reputation as a premier food and wine destination. Visit California’s collaboration with Chef Roberto Alcocer, a world-renowned culinary figure with acclaimed restaurants in both Oceanside, California and Baja California, Mexico, underscored the state’s innovative approach to cross-border gastronomy. Chef Alcocer hosted an exclusive cooking masterclass attended by 15 top-tier media representatives and 10 prominent influencers. This immersive experience spotlighted California’s rich culinary heritage and its cultural ties to Mexican cuisine, captivating attendees while reinforcing the state’s position as a leading destination for culinary travelers.  Visit California’s booth featured premium wine tastings, interactive experiences and an LED screen displaying captivating imagery of the state’s food and wine culture. The booth received coverage from over 20 media outlets, including MSN México (with a reach of 39 million) and prominent Mexican newspaper El Heraldo, extending California’s reputation as a global leader in food and wine tourism far beyond the festival grounds.  Strategic media partnerships and influencer collaborations played a pivotal role in amplifying California’s culinary appeal. Influencers and media outlets created vibrant, engaging content that collectively had over 2.5 million additional impressions. This dynamic storytelling highlighted California’s culinary diversity, from farm-to-table dining and wine tasting to cultural gastronomy, strengthening its brand identity as a top-tier culinary destination. Conversations with key attendees revealed a growing enthusiasm for California as a hub for immersive culinary experiences. Visit California’s booth not only fostered meaningful connections with influential media, high-value travelers and industry stakeholders, but also delivered sensory-driven activations that captivated festivalgoers. These efforts further solidified California’s position as the ultimate destination for food and wine lovers.

Closing out 2024, California took center stage receiving multiple awards from media and trade partners alike. First and foremost, California was recently honored with the prestigious Golden Award for Most Anticipated Destination by National Geographic Traveler China, standing out as the only U.S. destination to receive this accolade. Sharing the spotlight with Saudi Arabia, the UK and Canada, this award highlights California’s global appeal and exceptional performance in the Chinese market. In addition to this remarkable achievement, California received four other major honors, further emphasizing its status as a top destination for Chinese travelers: Trip.com Group 2024 Global Partner Award – Strategic Partnership Destination of the Year Trip.com Group 2024 Global Partner Award – Best Global Partner Tongchen Travel – Most Popular Destination Voyage Magazine – Integrated Destination These accolades reflect the success of Visit California's strategic marketing efforts in China throughout the year, capturing the imagination of Chinese travelers and solidifying California’s position as a must-visit destination.