CEO Update: Five years of progress for California’s meetings and events

Dear Industry Partners,

Visit California’s Professional Meetings and Events (PME) initiative continues to position the Golden State as a global leader in group business. What began in 2021 as a bold effort to jump-start recovery has evolved into a strong and enduring platform that unites destinations under one brand and message. As the program enters its fifth year, PME has proven to be a key driver of long-term growth, consistently reinforcing California’s leadership in the meetings and events industry.

Through the "Meet What’s Possible" platform and the award-winning "In The Home Of" campaign, PME delivers a powerful and consistent message: California is the ultimate place to meet. From iconic convention centers to inspiring outdoor venues, our state offers planners a diversity of options and experiences that are unmatched. PME’s strategy continues to combine paid advertising and face-to-face engagement with planners at major events. The California Engagement Zone at IMEX America and other global trade shows gives our partners a shared stage to showcase the state, while the Taste of California Roadshow brings the spirit of California directly to key markets with immersive, culinary-forward experiences.

Partner participation and response have been exceptional. In FY24/25, PME engaged more than 16,000 planners across four roadshows and 16 events, with representation from 49 California DMOs. Already this year, nearly 10,000 planners have been reached through six major events, with 56 DMOs participating. This growing presence reflects the industry’s confidence in the program and its ability to drive real results.

Performance across the state continues to show strong momentum. Group revenue growth for the state was up 15% for the month of October. The San Francisco Bay Area region saw nearly 41% growth. San Francisco is pacing ahead with record-breaking multi-year convention bookings and a strong pipeline through 2029. Group business demand remains solid across other key destinations as well, with Napa Valley, Greater Palm Springs and Anaheim reporting year-over-year growth and exceeding performance goals.

California destinations are not just keeping pace; they are investing in the future. The $2.6 billion Los Angeles Convention Center expansion and San Diego’s Measure C project signal a long-term commitment to remaining competitive. New properties and meeting venues in Napa Valley, Monterey County and Anaheim are expanding the state’s capacity and appeal for planners seeking fresh options.

This work is backed by meaningful impact. Three in four planners who were exposed to PME marketing recalled the campaign, and among those, 64% said they were likely to choose California for a future meeting. That represents a 34% lift in consideration compared to planners who were not exposed to the campaign, proof that our state is moving the needle on booking intent.

CaliforniaMeetings.com, launched last year, has quickly become a central hub for planners. The site now features more than 60 destinations and has drawn over 355,000 planner visits in its first year. It serves as a direct line to local DMOs and complements our broader marketing efforts to ensure California is always top of mind.

PME continues to evolve to meet the needs of the industry and drive long-term growth. Recent activations, including the Taste of California Roadshows in Kansas City and Chicago, expanded our reach in key markets and set the stage for deeper customer engagement. Building on that momentum, PME will launch a new quarterly customer newsletter featuring partner spotlights, destination updates and sustainability news — offering a fresh platform to keep California top of mind and showcase the breadth of our statewide network.

Thanks to the continued collaboration, innovation and investment of our partners across the state, Visit California’s PME initiative will ensure the Golden State remains the place where the world comes to meet what’s possible.

For questions or more information on Visit California’s PME programs, please contact Rob Anaya, Director of Group Business, at ranaya@visitcalifornia.com.

Sincerely,
Caroline Beteta
President & CEO
Visit California