ILTM North America reveals opportunities to grow California luxury travel

Visit California met with luxury travel advisors at ILTM North America, Sept. 28–Oct. 1, 2026, to build relationships and gather market insights.

The team held 54 appointments with advisors from the United States, Mexico and Canada. Visit Napa Valley, Visit Newport Beach and Santa Monica Travel and Tourism also participated in the show, which drew more than 1,500 attendees. Staff from Visit California’s Mexico office joined the appointments and networking events.

Advisors described clients who are looking beyond high-end accommodations for privacy, insider access and experiences worth planning a trip around. For California, that demand offers an opportunity to introduce luxury travelers to destinations beyond their usual stops.

Repeat visitors were a frequent topic of conversation. Many Mexican luxury travelers own homes in Southern California but seldom explore other parts of the state. U.S. advisors, meanwhile, are looking for new recommendations for clients who have already visited California’s best-known attractions. Both groups need fresh itineraries and local expertise to encourage clients to branch out.

Los Angeles, San Diego and San Francisco continue to generate the most interest, followed by Napa Valley and the Central Coast. Mexican advisors reported strong demand for road trips along Highway 1 and through the Central Coast, Southern California and desert regions. Interest in California ski vacations is also growing, presenting great opportunities for destinations like Lake Tahoe, Mammoth, Big Bear.

Wellness preferences are evolving as well, with advisors reporting interest in nature-based experiences such as forest bathing in the Shasta region. With clients mindful of vacation costs, advisors said distinctive experiences and lesser-known attractions help demonstrate the value of a California trip.

Resources such as the California Luxury Guide can help advisors put those itineraries together. Participants praised the guide and its directories of destination organizations, destination management companies and hotels.

Sports and entertainment also came up throughout the show. Advisors discussed LA28, professional sports and concerts as additions to clients’ trips. Awareness of California’s major events varied across markets, and some advisors raised concerns about hotel prices and traffic during the Olympics.

Insights from ILTM North America will guide Visit California’s advisor outreach and luxury content, helping travel professionals introduce their clients to more of the state.