California CEO Mission to Australia Strengthens Market Connections and Showcases State’s Readiness for Visitors

January’s Australia CEO Mission, featuring 12 senior tourism leaders, reinforced California’s position as a top destination for Australian and New Zealand travelers. In 2024, 470,000 Australian visitors spent $1.5 billion in California, accounting for 6% of the state’s international travelers spending. One the heels of the recent Los Angeles wildfires, the mission highlighted California’s readiness, resilience and unique value propositions to key partners in the region while emphasizing the state’s "open for business" message.

Over the course of nine events and engagements in Sydney and Melbourne, the delegation held high-impact meetings with over 150 tourism leaders, major airlines, online travel agencies and top-tier media. These discussions, including trade and media from neighboring New Zealand, provided valuable insights into market trends and evolving travel demands, underscoring California’s commitment to strengthening ties with the Australian and New Zealand markets.

With the 2028 Olympic and Paralympic Games in Los Angeles (LA28) on the horizon, the mission positioned California as a top choice for pre-Olympics training venues and corporate hospitality. Meetings with the Australian Olympic Committee and CEOs of major sporting teams reinforced the state’s ability to host world-class events and training camps, further enhancing its global sports tourism appeal. Networking at the Australian Open provided another platform to engage with Australia and New Zealand’s top travel and media executives, solidifying industry connections and laying the groundwork for long-term growth.

The mission culminated in a consumer activation in Melbourne, where larger-than-life postcard installations of California offered an immersive glimpse into the Golden State. Partnering with Beverly Hills-based Australian chef Curtis Stone’s new pie shop, Visit California distributed 2,000 complimentary pies throughout the day. Donations collected during the event supported Los Angeles wildfire relief efforts, raising $4,745 for the American Red Cross and World Central Kitchen. The activation generated 54 media placements, reaching an audience of 25,982,854 and delivering a local ad value of $3,403,167.

The success of the Australia CEO Mission reinforced California’s commitment to international partnerships, showcasing the state’s resilient tourism industry and world-class hospitality. With 48% of Australians planning an overseas trip in the next two years, travel spending remains strong, underscoring the importance of California’s engagement in this key market. While affordability remains a key factor in travel decisions, California offers a unique value proposition — allowing visitors to experience diverse landscapes, vibrant cities and world-class attractions all in one destination. From sun-soaked beaches and iconic wine regions to thrilling outdoor adventures and cultural hubs, California delivers the variety Australians seek, making it an unbeatable choice for travelers, business leaders and major global events.