The Golden State of Luxury

Educating and inspiring travel advisors for super-affluent and aspirational travelers

01 Background 02 Strategic approach 03 Resources

Overview

California's wealth of laid-back luxury experiences are united under one collective brand, the Golden State of Luxury. Visit California puts these abundant luxury offerings on full display through strategic partnerships, trade show participation and Visit California’s own Luxury Forum event.

Like all things Californian, the Golden State philosophy on luxury is guided by an adventurous spirit; a playful approach to life; and a love of the original, the unique and the innovative. Visit California embraces a relaxed approach to luxury that is free of pretense but full of passion, enthusiasm and discovery

Strategic approach

Visit California’s luxury investment keys in on the desire for only-in-California luxury experiences without pretense. The approach, rooted in the “laid-back luxury” philosophy since 2014, blends California’s adventurous spirit with a playful lifestyle and a penchant for the unique and innovative.

A recent shift within the luxury travel space is the expanded definition of the luxury traveler. The category now includes the rapidly growing aspirational luxury segment, broadening the luxury travel audience beyond high net worth and ultra-high net worth individuals. These travelers have the discretionary income to enjoy luxury travel and resonate with California’s “laid-back luxury” experiences.

Luxury Experiences

Visit California’s Luxury Forum fosters meaningful business relationships in an intimate and creative environment. This unique event, created in partnership with Connections Luxury provides an immersive venue where destinations and product suppliers meet with luxury advisors from around the world who serve high net worth clientele — as well as promote to a wider network of luxury advisors worth $4.25 billion in travel bookings. More than 620 one-on-one meetings took place during the forum in Newport Beach in 2024. More than $69 million of travel is projected to be booked over the next three years as a result of this event.
Luxury travel trade partnerships with luxury-focused brands provide an opportunity to reach this niche audience through events and marketing opportunities.
Fiscal year 2024-25 planned partnerships:
- Connections Luxury
- Connections Americas
- ILTM Events
By participating in premier luxury trade shows, Visit California elevates the state’s offerings to discerning global audiences and is able to reach luxury advisors through one-on-one meetings.
Fiscal year 2024-25 planned luxury trade shows: