IPW 2026 highlights global demand for California travel
Amy Alpers
May 22, 2026
Visit California returned from IPW 2026 in Fort Lauderdale with positive momentum, meaningful industry connections and new opportunities to advance California's global tourism strategy. As the country's premier international travel marketplace, IPW provided a valuable platform to connect with buyers, media and industry leaders from around the world while strengthening California's position as a leading travel destination.
This year's event created opportunities to showcase the state's diverse tourism offerings, strengthen international relationships and build awareness around California's upcoming lineup of major global sporting and cultural events.
Driving high-value connections on the show floor
California maintained one of the largest presences at IPW, with 403 delegates representing 143 tourism businesses and destinations from across the state. From major gateway cities to emerging regional destinations, California partners participated in meetings with international tour operators, travel advisors and media focused on future visitation and partnership opportunities.
The California Pavilion at Booth #1314 served as a central gathering place throughout the week. Anchored by California's signature giant bear and a popular coffee station, the booth welcomed a steady stream of buyers, media and industry professionals. California-branded tote bags also proved popular among attendees.
Throughout the event, California delegates completed 197 business appointments, helping strengthen existing relationships and establish new opportunities for future collaboration.
Emerging markets and shifting passions
IPW 2026 showed increased participation from emerging international markets, particularly across South and Central America. Delegations from Brazil, Argentina and Colombia demonstrated growing interest in California and the broader West Coast.
Buyers expressed strong interest in multi-region road trips, national parks, luxury and wellness travel experiences, as well as iconic routes such as Highway 1 and Route 66. Trade-ready resources, including the California STAR training platform and California Nova, generated significant interest among travel advisors seeking tools to help build extended California itineraries.
The California Caucus
California's week began with the California State Caucus, which brought together industry partners ahead of the trade show. The session provided updates on tourism trends, economic outlooks and key messaging priorities to support partner conversations throughout IPW.
Managing directors from Visit California's international offices — including the United Kingdom, Germany, the Nordics, India, Japan, China, Australia, the Middle East, Canada and Mexico — shared market-specific insights and traveler trends, helping partners better understand the interests and priorities of buyers in their respective regions.
Narrative dominance at the official press conference
Following the caucus, Visit California also hosted an official IPW press conference, providing an opportunity to engage directly with international travel media.
Centered around California's role as a global destination for sports, entertainment and outdoor experiences, the presentation highlighted the state's upcoming lineup of world-class events, ongoing destination developments and key tourism initiatives, including Highway 1 recovery and future attraction openings.
The session generated strong interest among international journalists and reinforced California's position as a destination with new stories and experiences to share with travelers worldwide.
'California on the Global Stage' luncheon
A highlight of the week was the Visit California Luncheon on Wednesday, May 20, which welcomed approximately 1,400 international buyers, media and industry partners to the Atlantic Ballroom.
The event transformed the space into an immersive California experience, featuring destination activations, food and beverage experiences, entertainment and partner showcases. Attendees explored experiences including a San Francisco Travel activation featuring noodle and boba stations, an LA Tourism Playlist Bar and a photo opportunity with the NFL Lombardi Trophy.
The program featured a discussion led by Visit California President and CEO Caroline Beteta alongside Adam Burke, President and CEO of Los Angeles Tourism, and Stephen Revetria, President of Giants Enterprises.
The conversation focused on California's upcoming roster of major sporting events, including the FIFA World Cup, U.S. Open at Pebble Beach, Super Bowl LXI in Los Angeles and the LA28 Olympic and Paralympic Games. Speakers emphasized the importance of statewide collaboration in maximizing the opportunities these events present for destinations, hospitality partners and communities across California.
A key theme was encouraging travelers to extend their visits beyond event venues and gateway destinations. Panelists discussed strategies for helping visitors explore more of the state through regional itineraries and multi-destination experiences—turning a ticket into a trip.
To support travel trade partners, Visit California also highlighted the California Insider newsletter, which provides industry professionals with destination updates, itinerary ideas and sales resources designed to help promote travel throughout the state
The luncheon concluded with a series of prize giveaways made possible through partnerships with the NFL and On Location, including signed memorabilia from football legends Joe Montana and Aaron Donald. The grand prize included four tickets to the LA28 Olympic Games.
Looking Forward
IPW 2026 represented an important milestone in Visit California's ongoing international marketing and trade efforts. Through meetings with global buyers, engagement with international media and a strong focus on the Road to LA28, the event helped build awareness, strengthen partnerships and create opportunities for future visitation.
Visit California extends its appreciation to the many industry partners whose participation helped bring California's diverse experiences to life throughout the week. Together, they showcased the innovation, collaboration and destination experiences that continue to position California as a leading travel destination for visitors around the world.
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