Upgrade your browser - Unfortunately, this site has updated features that cannot run on this version of Internet Explorer. Download a free upgrade of Internet Explorer.
Go West Virtual Summit logo over Palm Desert golf course
Newsroom Detail Page Back To Newsroom

Travel Trade Takeaways From Go West Summit 2020

By Walt Wang 09/11/2020

Visit California and California’s tourism industry had a large showing at this year’s Go West Summit, held Aug. 31 - Sept. 3. The conference connects domestic and international tour operators and travel advisors. Due to the COVID-19 pandemic, this is the first year the conference ran virtually and the first year the majority of attending buyers were U.S.-based.

Over the course of the event, Visit California held 35 meetings with domestic buyers, 21 of which were U.S.-based, mostly operating in the west with eight operating inside California. International buyers were from major source markets including U.K., Australia, China, Japan and South Korea.

Operators in these meetings expressed the most interest in road trips, wine country, national and state parks, destination resources, creative assets, travel trends, Visit California’s domestic and international market strategy, and the organization’s co-op and partnership opportunities. Of note, the recent lightning wildfires were not mentioned by most of the tour operators.

California Caucus
As part of the conference, Visit California hosted a virtual California Caucus. Due to the virtual setting, the educational portion of the summit took place the week prior to the start of appointments, on Aug. 26. The caucus attracted a strong turnout of 39 delegates from California, an increase from last year’s event.

Visit California leadership gave an update on the current state of California and economic impact, mindset of travelers towards resuming activities, as well as recovery efforts including the responsible travel code, current and upcoming marketing efforts, and shared resources and the best ways to stay up to date. The team addressed questions on virtual trade shows, strategy for restarting in international markets, and updates on airlines, theme parks and attractions.



Related Articles