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Virtual TravMedia International Media Marketplace North America 2021

By Kristen Bonilla 02/05/2021

Visit California once again partnered with TravMedia for the annual IMM North America event, Jan. 27-29. The event connects destinations from all over the world with media from the U.S. and Canada.

Thirty-seven California destination partners joined Visit California for the event — giving the Golden State the largest delegation and the potential for 936 appointments between California destinations and media.

Through Visit California’s partnership with TraveMedia, California partners received the lowest price available, priority preferencing with the first round of appointment matching, and could opt to host regionally-themed California networking breakout rooms.

Visit California kicked off the event with a Media Briefing to address the more than 300 attending media. President & CEO Caroline Beteta delivered a message about a responsible return to travel, setting the stage for the one-on-one conversations that would follow.
The interest in travel to California from this key group of top-tier media was clear throughout the three-day event, and the same question surfaced over and over again — when will California open up to visitors?

Driving the interest in California travel is the state’s wealth of outdoor exploration and road trip experiences — big travel trends in 2020 that this group of travel experts expect will hold through 2021, giving the Golden State an edge.

Media showed strong interest in what’s opening around the state this year, including the many hotels (22 at last count) and major attractions and museums like the Academy Museum of Motion Pictures and the Comic-Con Museum (good news for our urban gateway partners). Off-the-beaten-path stories also remained popular, with media inquiring about “unique and unheard of parks” and “undiscovered wine regions.” A third trend was for “embraceable” or “welcoming” destinations that thrive on diversity.

Partners and media alike have indicated what a productive and successful event it was, sure to spark California travel stories when they’re needed most.

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