Australia, Canada, Mexico & UK reverse trade mission

Join Visit California for a premier multi-market reverse mission uniting key trade buyers from Australia, Canada, Mexico and the U.K. in Greater Los Angeles. Capitalizing on the "Road to LA28" and major NFL partnerships, this high-impact program showcases California’s world-class sports, entertainment and lifestyle offerings.

Visit California invites destination marketing organizations, hotel partners and attraction representatives to participate in a multi-market reverse mission. Taking place in December 2026, this strategic initiative brings 16 to 24 top-tier travel trade buyers and tour operators from four of California’s most vital international markets—Australia, Canada, Mexico and the United Kingdom—directly to Southern California.

Designed around the theme of live events, sports tourism and "extra time" in Greater Los Angeles, the mission leverages the global momentum of California’s major sports partnerships, including active NFL international programs and the countdown to LA28. Participating California delegates will engage in concentrated one-on-one B2B trade sessions, high-level networking receptions and immersive product experiences anchored in Greater Los Angeles. Following the core B2B marketplace, international buyers will embark on regional FAM itineraries.

Registration will be open to all California travel industry suppliers. Don’t miss this premier opportunity to deepen international trade relationships, expand your product distribution and drive long-haul visitation to Golden State destinations.

The participation fee includes access to the trade track across the core mission program (Monday–Tuesday) in Santa Monica.

• Strengthened trade partnerships
  Connect with Australia, Canada, Mexico and UK leading travel stakeholders to expand product offerings, enhance itineraries and drive sales growth.
• High-impact media exposure
  Engage top-tier travel, lifestyle and trade media, as well as content creators, to generate premium editorial and digital coverage.
• Strategic networking and collaboration
  Participate in curated B2B appointments, networking events and experiential activations to build lasting relationships.