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Gold Pass

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Visit California's Gold Pass is a program designed to help destination partners collaborate in bringing domestic and international journalists to the Golden State. Carefully arranged media FAMs by Visit California and its destination partners result in incremental editorial coverage that aligns with destination brand traits, broadens a targeted consumer’s awareness of California travel offerings, and drives trip consideration.

Gold Pass: Bringing top journalists to the Golden State

There is no substitute for the resulting coverage after a journalist experiences California firsthand. With this in mind, Visit California created the Gold Pass program to help our partners bring more media to their destination every year by covering airfare and ground transportation. For more information about this program, please see the below guidelines and criteria.

How to secure a Gold Pass 

The following criteria must be met for successful applicants:

  • Destination partners must confirm that media have:
    • a confirmed assignment
    • recent editorial placements
    • a sustained relationship with a “most wanted” media outlet identified by Visit California (or)
    • be a targeted digital influencer.
  • For international support, media must be from one of Visit California’s target 13 international markets.
  • The proposed itinerary for the visiting journalist or influencer must incorporate at least three DMO areas and generate editorial coverage for each area visited. 

A full list of guidelines and restrictions can be found here. If you are media and are interested in visiting California, please complete our Press Trip Request Form.

There are a limited number of Gold Passes awarded each year. Other considerations made by Visit California when awarding Gold Passes include: 

  • Number of previously approved applications by submitting DMO(s). This is due to the fact that a limited number of Gold Passes are available every year.
  • Incorporation of destination partners outside California’s gateway cities in proposed itineraries.

Start your Gold Pass application by clicking the "Apply Now" button above! 

For more information, contact Visit California Domestic Public Relations Manager Kristen Bonilla.