Visit California & JATA collaborate through December FAM trip

Visit California teamed up with the Japan Association of Travel Agents (JATA) to host an exclusive FAM trip from Dec. 2-6, 2024. Designed to inspire innovative travel products for the Japanese market, the itinerary combined iconic destinations with lesser-known locations, reinforcing California’s reputation as “The Ultimate Playground.”

The five-day itinerary featured Santa Cruz, Modesto, Yosemite National Park, Madera and San Francisco, presenting a curated blend of must-see landmarks and off-the-beaten-path experiences. The itinerary emphasized the potential for pairing California’s iconic attractions with hidden gems to create fresh FIT and group travel opportunities. Highlights included exploring the vibrant Santa Cruz Beach Boardwalk, savoring olive oil tastings and local cuisine in Modesto, and taking in breathtaking landscapes of Yosemite National Park. Each destination was selected to align with Visit California’s personalized “Play-Styles,” offering new perspectives on how to experience the state’s diverse offerings.

The trip was part of the ongoing Visit California and JATA partnership, established under the Memorandum of Understanding (MOU) signed during the California CEO Mission to Japan in 2023. This FAM aimed to drive visitation and spending from Japan by fostering the development of travel products and strengthening relationships with California’s tourism partners. Discussions with industry leaders paved the way for innovative travel products, blending iconic destinations with unique activities that appeal to Japanese travelers.

The December FAM trip exemplified Visit California’s commitment to strengthening its presence in Japan. By showcasing both world-famous landmarks and hidden treasures, Visit California reaffirmed the Golden State’s reputation as a premier destination for Japanese travelers seeking unforgettable experiences.

Through this program, nine Black content creators were hosted throughout Gold Country, which provided an excellent opportunity for this region to connect with a diverse group of talented creators. The group experienced culinary and outdoor offerings starting in Sacramento and traveling through Placer County, El Dorado County, Calaveras County, Tuolumne County, and Yosemite. The creators also got to meet with Black business owners along the way and showcase the area as welcoming to the Black community.