Gold Pass program boosts Golden State media coverage

The Gold Pass program helps destination and tourism business partners collaborate to bring key domestic and international media guests to the state, creating higher impact media coverage.

Three partners working together can submit a Gold Pass for a journalist they want to host jointly, and Visit California will cover the airfare and ground transportation costs. In-person visits inspire stronger media coverage, especially for out-of-state and international journalists less familiar with the diverse destinations and experiences throughout California.

Visit California awarded 14 Gold Pass trips in FY 2023/24, encompassing 11 regions and 35 unique destinations. The trips included media and influencers based in Australia, Canada, France, Mexico, the U.K. and the U.S. from outlets such as Daily Herald, Escape, Essence, Los Angeles Times, National Geographic en Español, Seattle Magazine and Voyage Voyage.

There are a limited number of Gold Passes awarded each year, but the application process is straightforward. In addition to identifying a compelling media guest to host, the three applicants are asked to provide details about the anticipated route, story angle and coverage.

Note that the program does extend to in-state media who do not require airfare for a press trip. Visit California may cover meal stipends and ground transportation in those cases instead. The program also extends to influencer trips, but any partnership fees are the responsibility of the hosting destinations or businesses.

For additional information and application requirements, visit the Gold Pass program page.