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Report from 2021 Virtuoso Travel Week

By Katie Meissner 08/18/2021

From Aug. 8-12, Virtuoso Travel Week gave Visit California and a delegation of popular California luxury destinations the opportunity to increase luxury travel in the Golden State.

The hybrid event accommodated both in-person and virtual attendance, which allowed for productive in-person meetings while also providing an avenue for those unable to attend in person to participate. The net effect was more effective meetings with a more representative body of luxury travel suppliers than had been possible at virtual-only conferences during the pandemic.

During the four-day conference, Visit California held 86 appointments. All U.S. regions were well represented, while international attendance remained limited:

Four California partners joined Visit California in person to promote luxury travel: See Monterey, Visit Santa Barbara, Santa Monica Tourism (both live and virtual), and Visit West Hollywood. Visit Dana Point, Discover Los Angeles and Visit Napa Valley attended virtually.

The state of California luxury

Luxury travel trade takeaways

A noteworthy innovation 
Organizers provided color-coded bracelets to indicate an attendee’s level of contact comfort. This smoothed possible tensions during in-person meetings and is a simple but effective tactic to consider for in-person events in the current pandemic environment.


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