German travelers discover California’s Ultimate Playground
Xavier Roque
May 6, 2025
As part of its international strategy, Visit California partnered with two of Germany’s most influential travel media platforms, Reisen Reisen – Der Podcast and ADAC Reisemagazin, to spotlight California as the Ultimate Playground for German travelers.
Reisen Reisen - Der Podcast Partnership
‘Reisen Reisen – Der Podcast’ is the most listened-to travel podcast in the German-speaking world, known for its loyal audience and deep editorial expertise. Hosted by journalists Michael Dietz and Jochen Schliemann, the biweekly podcast attracts an average of 41,000 listeners per episode and has an 80%+ listen-through rate. The show is a trusted source of travel inspiration, especially for travelers seeking unique, off-the-beaten-path experiences. In collaboration with Visit California, the podcast launched a multi-layered campaign that included nine “Lieblingsmomente/-orte in Kalifornien” audio segments, where Jochen and co-host Kamilla highlighted favorite road trip moments across the state. These were featured at the end of one episode per month and also shared across the podcast’s social media platforms. Additionally, six personal essays framed as “Love Letters to California” were delivered through the Reisen Reisen newsletter.
The partnership also included the production of two California-focused episodes: the first, a Southern California road trip, was released on March 7, 2025; the second, a deep dive into Los Angeles, is slated for release in fall 2025. To support the content, podcast host Michael Dietz visited California in January 2025, making stops in West Hollywood, Los Angeles, Huntington Beach, Oceanside, Temecula and Greater Palm Springs. California also played a starring role in the Reisen Reisen 2025 Live Tour, with one-hour segments dedicated to the Golden State during two-hour shows in Stuttgart, Frankfurt and Cologne.
ADAC Reisemagazin
To complement the digital campaign, Visit California also partnered with ADAC Reisemagazin, Germany’s No. 1 travel print publication, on a 48-page Ultimate Playground editorial feature in the magazine’s first issue of 2025, published February 7. ADAC Reisemagazin is produced bi-monthly by the German Automobile Club (ADAC), with a circulation of 56,868 and an estimated ad value of $24,825.71 per page. The magazine is known for its stunning photography and in-depth articles that showcase global destinations through a cultural lens. Each issue focuses on a specific travel theme or region, offering practical tips and authentic experiences for curious, quality-driven travelers. Its readership is affluent, trendsetting and values high-quality, local experiences, a perfect match for California’s diverse offerings. The magazine’s motto, “Feel like a local – Enjoy and experience the extraordinary,” encapsulates the spirit of the Ultimate Playground.
Together, these partnerships play a key role in expanding California’s brand presence in the German market, delivering immersive storytelling and trusted recommendations that inspire travel and drive visitation.
