CEO Update: Turning a global moment into lasting momentum

This summer, California welcomed fans from across the U.S. and around the globe as the World Cup brought people together through a shared love of the sport. Visit California’s responsibility was to ensure when people saw the Golden State, they took in far more than the action on the pitch. Every campaign, partnership and activation was guided by three priorities: elevate California’s brand through compelling storytelling, extend the economic benefits of the tournament to destinations across the state and inspire future travel.

 

That vision was reflected across Visit California’s paid campaigns, including "Extra Time," which encouraged visitors to stay a little longer, venture a little farther and experience more of California. Across the United States, United Kingdom, Canada, Mexico and Australia, the campaign generated nearly 300 million impressions and encouraged travelers to turn a World Cup trip into a broader California journey. Many did just that, pairing time in the host cities with road trips through communities across the state, staying in hotels, dining at local restaurants and visiting theme parks and attractions.

Beyond the paid campaigns, activations and partnerships brought California’s story directly to travelers where their passion already existed. From California Games in London to TV Azteca’s series showcasing California's host cities alongside nearby regional experiences for audiences in Mexico, activations and partnerships brought California to life around the world. Media and influencer collaborations across priority markets further introduced new audiences to the state and invited them to experience everything California has to offer.

 

Some of California’s strongest brand moments weren’t planned. Fans documented their first meals at In-N-Out, shopping at Trader Joe’s and Erewhon, and discovering a newfound love for Hidden Valley Ranch — sharing those viral moments with audiences around the world. Visit California’s social team followed those conversations in real time, joining them where it felt natural and amplifying stories that reflected the warmth, curiosity and optimism people experienced here. Together, those moments generated tremendous goodwill, reshaped perceptions and reminded millions that California is defined not only by its iconic places, but by the people, communities and experiences that make our state unlike anywhere else.

The World Cup also affirmed that the value of a global event isn’t measured by the final match, but by the relationships it creates and the travel it inspires afterward. So the real work is just beginning.

 

During the World Cup, thousands of Australian fans and media traveled to California to support the Socceroos. Next month, a California delegation will head to Australia for a trade and media mission and Visit California’s presenting partnership around the NFL’s first regular season game in Melbourne, strengthening relationships with travel advisors, media and industry partners while inspiring even more Australians to choose California.

 

Australia is just one example of that strategy in action. Across all 13 international markets and here at home, Visit California will continue activating partnerships, working with influencers and investing across paid, earned and owned channels to keep California top of mind. In November, California destinations will head to Canada for both PME and media events to strengthen relationships with key planners and journalists, creating new opportunities to tell California’s story.

 

The World Cup was the first in a remarkable series of global moments for the state. In the months and years ahead, Visit California will apply lessons from the tournament to help shape the approach to global platforms, building on what worked and identifying new opportunities to drive visitation statewide. Through international trade and media engagement, influencer partnerships and integrated marketing campaigns, Visit California will continue connecting these moments leading to the Super Bowl in Los Angeles in 2027 and, ultimately, LA28. These milestones are opportunities to keep California at the center of the global travel conversation, while inspiring visitors to discover more of everything our state has to offer.

 

I’m incredibly proud of what our industry and California delivered this summer, and even more excited for our next chapter together.