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Visit California's Professional Meetings & Events Platform Launched at IMEX 2021

By Leona Reed 11/15/2021

Visit California President and CEO Caroline Beteta launched the $4.5 million Meet What’s Possible platform at IMEX America, the largest meetings trade show in the U.S., which ran Nov. 8-10 in Las Vegas. This is Visit California’s first platform focused solely on the professional meetings and events industry and a vital initiative in the overall recovery of California’s tourism industry.

Joined by CEOs from some of the state’s top meetings destinations, Beteta laid out a high-level view of what makes California a smart choice for meeting planners — more airports, more hotels and more meeting space. The state's business amenities are coupled with year-round temperate weather and attractions, providing ample opportunity to extend business trips into "bleisure" vacations. With a focus on sustainability, innovation and COVID-19 safety, California welcomes groups of all kinds to take advantage of the Golden State's world-class meetings and events accommodations.  

Caroline Beteta and tourism industry CEOs at IMEX America

IMEX America was the perfect environment to jumpstart the Meet What's Possible platform, with more than 3,000 buyers, media and other major players in the industry on site to learn about Meet What's Possible.

California’s tourism industry was well-represented with 249 delegates, including 23 DMO partners. The delegation conducted hundreds of one-on-one meetings at the first major meetings trade show since the recent re-opening of international borders. Partners displayed localized Meet What’s Possible branding prominently in their booths, complementing a large-format banner that spanned several aisles on the trade show floor.

localized versions of the Meet What's Possible logo

Visit California also hosted a wine reception on the trade show floor for all attendees and participated as a major sponsor of the MPI Rendezvous finale party. An evening event for DMO partners provided an opportunity to share business travel insights and gain familiarity with the organization’s new meetings and events strategy.

Having long been a leader in the global tourism industry, Visit California now aims to bring its decades of expertise to the professional meetings industry. An industry task force will shape the future of this important initiative and work together to create a unified message of welcome to meeting planners and executives to take advantage of the Golden State’s dynamic mix of business venues and leisure travel appeal.


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