Oakland hosts inaugural Mexico Reverse Mission

Visit California welcomed 20 top Mexican travel buyers to Oakland from May 12 to 14 for the inaugural Mexico Reverse Trade Mission. The three-day program brought together travel professionals from Mexico City, Guadalajara and Monterrey with 22 California destinations and tourism businesses. Through curated experiences, one-on-one appointments and shared events, the mission fostered new relationships and deepened California’s ties to its top international market by visitation.

The program began with a market orientation for the California delegation, featuring a keynote from Karla Berman, a former Google executive and Shark Tank Mexico personality. Her presentation offered insight into how California can maintain and grow its market share in Mexico. That evening, delegates and buyers gathered for a welcome reception hosted by Oakland International Airport. The event, themed “A Soulful Welcome to Oakland,” featured local cuisine and live music from the West Coast Blues Society, creating a relaxed setting for early networking.

On May 13, Visit California and it’s agency in Mexico Global Marketing & Sales, opened the day with a market update focused on current trends, challenges and priorities. Delegates then participated in a full day of one-on-one business appointments with buyers, with lunch presentations by Visit Oakland and the Oakland Zoo. In the afternoon, attendees visited Oakland United Beer Works for a behind-the-scenes brewery experience. The evening concluded with a ferry ride across the bay to Oracle Park for a San Francisco Giants game, hosted in private suites and showcasing the region’s unique mix of culture, sports and scenery.

The mission wrapped on May 14 with a second round of B2B appointments followed by a lakeside closing lunch at Lake Merritt hosted by Visit Oakland. Four top Mexican influencers joined the event, adding a content and storytelling element to the final day.

The mission reinforced Mexico’s importance as a driver of international travel to California and underscored the need for continued investment in trade relationships. Buyers emphasized the growing appeal of road trips and multi-stop itineraries, particularly those that offer unique cultural and recreational experiences. Visiting friends and relatives remains a key motivator, but there is increasing demand for trips centered on shopping, entertainment and sports. The delegation also highlighted the potential of expanding regional promotion through new air service from cities such as Monterrey. Safety, accessibility and inclusive messaging remain central to buyer decision-making, and visual, family-oriented content continues to resonate.

Participating California partners included Travel Santa Ana, Universal Studios Hollywood, Visit Temecula Valley, Greater Ontario California, Visit Oakland, San Francisco Giants, Visit Berkeley, See Monterey, Beverly Hills Conference & Visitors Bureau, Visit Santa Cruz County, Visit Gilroy, San Francisco Travel Association, Sonoma County Tourism, PIER 39, Visit Tuolumne County, Los Angeles Tourism & Convention Board, Visit Anaheim, Visit Greater Palm Springs, Santa Monica Travel & Tourism, Filoli, Visit Napa Valley, San Diego Tourism Authority and Visit Oxnard.

The success of the inaugural Mexico Reverse Mission reflects the power of face-to-face engagement and the value of showcasing California’s diverse destinations in authentic, welcoming ways.