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Visit California Makes Big Plans for IPW 2019

By Leona Reed 12/07/2018

With less than six months until U.S. Travel’s IPW returns to California for the 10th time, Visit California is in full gear and could not be more excited.

As always, this platform is a critical touchpoint for California’s tourism industry to connect with international buyers and media from more than 70 countries around the world. With approximately 1,500 buyers and 120,000 appointments in three days, the impact of IPW is incredible. Statistics show that IPW generates $4 billion worth of travel for the host state in the 3-5 years following the event.

Furthermore, in the face of adversity and recent crises, amplified through global press, this IPW is particularly important for California and the Nation as a whole.

To ensure we have the right audience at the table, we have collaborated with U.S. Travel and our in-market teams to expand the reach of recruitment efforts for the show.

Visit California has 4 strategic messages for our international partners that will resonate across the country next year.

Visit California will support numerous activities around IPW with an investment of almost $2 million and an overarching objective to create an impact that every California industry partner can leverage.

The highlight of our presence will be the California Grand Plaza – a 4-day takeover of the convention center’s major walkway, showcasing the Golden State through experiences, visuals, sound and more.  This central plaza connects the host hotels to the convention center entrance, allowing California to “wow” a captive audience during peak traffic periods throughout the show.

Another key element Visit California has the opportunity to own is the annual IPW post-FAM program. In partnership with the industry around the state, we will roll out the red carpet for international trade and media partners from around the world, hosting up to 300 buyers on 10 individual once-in-a-lifetime experiences that will span the entire state.  With this mix of 3 and 4-night itineraries, we are intending to inspire new itinerary development, spark story ideas and build buzz for the rich diversity of brag-worthy travel moments awaiting our global visitors. 

To that end, we’re utilizing California’s unprecedented network of talent so that each itinerary will be highlighted by a celebrity cameo appearance.  Visit California’s global network of agencies have already begun to spread the word across the world to ensure that we have the top buyers and travel influencers eager to register not only for IPW, but the post-FAMs as well.  These connections provide confidence that California’s post-FAMs will set a new record and generate buzz for years to come.

Additionally, Visit California will support our partners at Disney and Knott’s Berry Farm to create memorable opening and closing events.  And lastly, Visit California will be co-sponsoring Chairman’s Circle Honors with Travel Oregon.  This is an incredible opportunity to shine a light on the Golden State and we know that many of you hope to treat this IPW as your own. 

For additional information around industry opportunities surrounding IPW, please visit our industry website.



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