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Golden State of Luxury Initiative


California's wealth of laid-back luxury experiences are united under one collective brand, The Golden State of Luxury. California's immense wealth of luxury offerings is on full display through an integrated paid media campaign, trade activations, and partnerships with some of the biggest luxury publications, companies and celebrities in the world, all of which showcase what makes the state so undeniably golden.

The Golden State of Luxury

Along with global expansion in the Dream Big Dividend horizon, Visit California increased audience segmenting and developed programs against a range of target audiences, including the Super Affluent, an extremely high-spending segment.


Like all things Californian, the Golden State’s 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. With a singular roster of upscale travel experiences, California’s luxury brand is personal and unburdened by stuffy or staid traditions. Visit California embraces a relaxed approach to the elevated and extraordinary that is free of pretense, but full of passion, enthusiasm and discovery.

California Luxury Forum

Visit California’s luxury conference fosters meaningful business relationships in an intimate and creative environment. Created in partnership with Connections, this unique event provides an immersive venue for California partners to connect with highly qualified luxury travel advisors from around the world. These carefully selected buyers are chosen through an extensive qualification process. Events are held in destinations throughout the state to expose global buyers to California’s abundant rural and urban luxury experiences.

Strategic Approach

Visit California’s luxury investment keys in on the desire for only-in-California luxury experiences without pretense, employing a comprehensive, targeted marketing strategy across paid advertising, owned channels, earned media and travel trade activation:

  • Key partnerships with leading publications Conde Nast and Time Inc. have paved the way in Visit California’s media campaign, which includes long-form digital content, in-book and online advertorial and editorial features, videos, and digital experiences in the United States’ leading publications that target an affluent audience.
  • The program’s media arm works in tandem with Visit California’s suite of owned channels, which include consumer and industry-facing web content, social media influencers, and a space within visitcalifornia.com tailored exclusively to Super Affluent users.
  • Broadcast partnerships, press tours and media events in the Super Affluent space highlight Visit California’s efforts aimed at earned media that have generated key media placements, millions of impressions, and hundreds of thousands of dollars’ worth of global exposure.
  • Visit California’s travel trade efforts in established and emerging luxury markets are bringing California’s one-of-a-kind luxury brand to the world’s doorstep in more ways than ever, fueled by the launch of the California Luxury Showcase sales mission series and principal partnerships with leading luxury travel advisors and entities.

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