European influencers & press hit the open road in California

In April, leading influencers from the U.K., Germany, France and Italy explored itineraries connecting California's World Cup host cities, highlighting the state's iconic road trip experiences ahead of the tournament. Participating creators included @hoehen_flug, @loriszimmerli, @julia.breuing, @meganjupp, @kieranhdarby, @LesMoonwalkers, @martadimuro_, @alvisezambello_, and @anselmoprestini_, joined by domestic influencers @jacobthefu and @estherjulee.

The group began in San Francisco before splitting into smaller groups to travel along Highways 1 and 101, experiencing the routes between California's World Cup host cities. Together, the influencers visited 24 destinations, showcasing the scale, diversity and appeal of the Golden State to their combined audience of more than 3.1 million followers.

Later in April, Visit California welcomed 20 journalists from the U.K., Germany, France, Italy and the Nordics for a multi-market media activation. Beginning in Los Angeles, participants embarked on one of four themed road trip itineraries across the state:

• Game Day & Getaway: Los Angeles, Huntington Beach and Temecula
• Land of Giants: Death Valley, Visalia/Sequoia & Kings Canyon National Parks and Yosemite Mariposa County
• Pour & Explore: Napa Valley, Sonoma County and Mendocino County
• Reset in Style: Greater Palm Springs, Laguna Beach and West Hollywood

The itineraries showcased California’s breadth of experiences from sports and entertainment and the outdoors to wellness and culinary and wine.