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Travel Trade Optimism at Virtual Go West Summit 2021

By Walt Wang 03/24/2021

Visit California and 55 state DMOs, hotels and attractions promoted California tourism to the Travel Trade at the 2021 Go West Summit. Trade Shows remain an important touchpoint with the travel trade to deepen personal relationships and gather qualitative insights and feedback that come through most clearly in one-to-one meetings. Overall sentiment from the agents was optimistic, with many seeing a light at the end of the tunnel.

California Caucus
On Tuesday, Feb. 23, Visit California hosted the virtual California Caucus as part of the Go West Summit Education Week, which took place one week prior to the start of appointments. 52 California delegates registered and 35 were in attendance. Updates on consumer sentiment research, domestic and international market recovery, the in-state and national advertising campaign, the launch of the new CVG, as well as trade partnership opportunities were shared with the audience. 

Pre-Summit Promotions
A series of B2B promotions were deployed weeks prior to the summit that include a full page California STAR ad in Conference Manual, 2 newsletters (one dedicated to highlight the launch of new CVG), 3 social posts, and updated state itineraries available on Go West official website.

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