Club California Australia

Club California returns in 2025 as the "Play Your Way - Everyone’s Welcome in California" training series, stopping in Sydney, Brisbane and Melbourne with an exciting new format.

This high-energy, festival-style roadshow brings Visit California’s Ultimate Playground brand to life in a more interactive, immersive and joyfully inclusive way than ever before.

Each event will welcome 100-150 frontline agents and feature 10 California destination partners. As a partner, you’ll have the opportunity to showcase your region, connect directly with key sellers and be part of a standout evening that mixes product knowledge with fun, creativity and connection.

This isn’t just training; it is a celebration of California’s vibrant spirit and diversity and a bold reminder that in California, all dreams, identities and journeys are welcome.

With this year’s "Play Your Way" theme, expect a playful, hands-on format and a show-stopping California-themed drag performance that celebrates the state’s inclusivity, creativity and energy.

Each partner will receive five minutes of presentation time on screen (via video submission), plus a complete list of attendees after the event. Partners are encouraged to contribute prizes and giveaways to enhance engagement and ensure a night full of California joy and connection.

• Inspire key travel advisors
  Invited advisors have large clientele and participate in an immersive event with high production values and engaging networking.
• Expert in-market support
  Visit California’s international offices are headed by leading in-market travel experts with deep industry and media connections.
• Affordable international marketing
  Generate bookings by many potential visitors by inspiring a small number of influential travel advisors.
• Visit California’s global investments
  Visit California’s global investments increase mindshare in markets, increasing overall visitation.