California airport partners build global connections at Routes World

Visit California brought together six California airport partners and more than 100 aviation industry leaders at a networking reception during Routes World in Frankfurt, Germany, fortifying a shared commitment to maintaining and expanding international air service to the Golden State.

Held Oct. 21–23, Routes World convened airline, airport and destination decision-makers to discuss the future of global air networks. Unlike tourism trade shows focused on marketing and travel sales, the event centers on airline network planners — the people who determine where carriers deploy aircraft and establish routes.

For California’s tourism industry, those decisions are essential. Destination marketing builds demand, while air service provides the connections that turn interest into visitation.

A unified California presence
Visit California was on site to support air service development efforts and assess opportunities for future collaboration. The six participating California airports were Los Angeles International (LAX), Oakland (OAK), San Diego International (SAN), San Francisco International (SFO), San José Mineta International (SJC) and Sacramento International (SMF).

For the third year, Visit California hosted a dedicated California networking reception before the official program began. More than 100 global airline network planners, route decision-makers and airport executives attended, giving California’s airport partners valuable time to connect with industry leaders outside formal pitch meetings.

The reception paired California hospitality with local German influences. Guests enjoyed a menu featuring German taquitos, a side-by-side tasting of California and German wines, and an interactive memory game. California wines were donated by the California Wine Institute.

 The relaxed setting encouraged conversations that complemented the airports’ scheduled business meetings. Airport partners emphasized the value of presenting California as a unified destination and having additional opportunities to build relationships with the airline leaders weighing future aircraft allocations.

Connecting air service and destination strategy
Visit California’s participation also provided firsthand insight into global route development, helping inform marketing strategies and identify opportunities to support international visitation.

Recent airline announcements illustrate the importance of these connections. Air France plans to launch nonstop service between Paris and San Diego on May 3, 2027, British Airways will expand its London Heathrow–San Francisco service to three daily flights for summer 2027 and Aeroméxico plans to begin daily, year-round flights from Mexico City International Airport to Orange County. 

 Understanding where airlines are adding capacity — and where service faces pressure — helps Visit California align its marketing efforts with the options available to travelers.

Building on airport partner feedback, Visit California is exploring opportunities to support a larger, coordinated California presence at future Routes World events.

 The Frankfurt gathering reinforced the value of a shared approach: airport partners lead route negotiations, while Visit California brings destination expertise, market insight and a statewide platform to support their efforts. Together, that collaboration helps strengthen the connections California needs to welcome visitors from around the world.