California Destinations Solidify Relationships with Top-Tier Media Outlets and Influencers in Mexico

A delegation of 14 California partners hit the road Nov. 15-16 for Visit California’s first-ever media-only retreat in Mexico City.

The delegation included public relations partners from destinations and businesses across the state, including gateway destinations, wine country, desert, attractions and more. Throughout the course of the two days, the delegates, media and influencers engaged in relationship-building activities, including one-one meetings, interactive activities and group meals to inspire travel to the Golden State.

The Retreat kicked off with a market update from the in-market Visit California team including Mexican visitor spending forecasts, airlift updates, traveler and media trends and Visit California campaigns running in the market. The California delegation then moved to Casa Kahlo – the house of Mexican artist Frida Kahlo – where they were met by over 30 Mexican journalists from top-tier outlets including El Herado, Reforma, Donde Ir, Imagen TV, Travel + Leisure, Food & Wine, and more. The delegates and media outlets kicked off their full day together with a Mexican hot chocolate master class, before moving into 1:1 appointments, a group lunch at Danzantes, and a tour of the Casa Azul.

Later that day, the group returned to Casa Kahlo for an Alebrijes master class paired with a mezcal tasting, before moving into a private tour of the Casa Kahlo. The day culminated in a culinary presentation by Marco Beteta – an esteemed culinary voice in Mexico, who is creating his first-ever, out-of-Mexico culinary guide, 50 Places to Eat in California. The culinary presentation was accompanied by a curated California menu created by Chef Nestor Marin from Saltwood Kitchen in Monterey.

Day two kicked off with breakfast and a presentation by Comscore, a media research firm, giving insight into media trends in the market as well as Mexican traveler media consumption habits. The California delegation was then met by over 30 content creators from Mexico City, Guadalajara and Monterrey for a Pan de Muerto class with Mexican chef Paulina Lara. The group of creators – including big names like @jorgeblanco, @aliizquierdo_, @edvilard and more – and California partners then moved to the Polanco neighborhood of Mexico City to create a California mural. They then walked to lunch at Carajillo before finishing the day at Kinesis – an entertainment and wellness center – for a Childhood Rules activation including experiences like climbing Half Dome, biking along the coast, swimming in the Pacific and rowing across Tahoe.

Media and partner feedback from the event has been very positive, with media members grateful to receive story inspiration from so many destinations in a productive, two-day event in Mexico City.

By The Numbers:

• 14 California trade industry partners from across the state
• 12 destinations
• 2 assessed businesses including retail and attractions
• 32 Mexican based VIP media
• 30 Content creators from all over Mexico including Mexico City, Guadalajara and the Bajio region
• 5 Trade and Broadcast media interviews for Visit California
• Over 320 1:1 appointments