Club California Canada

Visit California Canada is hosting a virtual Club California to promote The Golden State as The Ultimate Playground and a premier destination for major sporting and live events to top Canadian travel advisors.

Club California is Visit California’s trade training platform designed to deepen destination knowledge and strengthen relationships with travel advisors. The Canada February 2026 edition will be delivered as a fully virtual experience, offering an interactive and high-impact learning environment for advisors who already know California and are looking to expand their expertise through timely content and destination-led storytelling.

Canada is a key market for California, driven by strong air connectivity, high repeat visitation and travelers seeking diverse, only-in-California experiences across multiple regions of the state. Canadian advisors are confident sellers of the destination, and Club California aims to support them with fresh insights, new product updates and deeper storytelling that strengthens the connection between California and Canadian traveler interests, driving conversion and bookings.

The virtual webinar will engage approximately 50–75 travel advisors from priority Canadian markets. Participating California destination partners will have the opportunity to deliver 25-minute training presentations focused on upcoming major sporting and live events, new developments and niche only-in-California experiences which resonate with the Canadian traveler. The webinar theme is "Countdown to Kickoff: Exploring California’s Sports Destinations," positioning the state as a year-round hub for major events and sports-led travel.

Visit California will offer up to three buy-in opportunities for California destination partners to participate in this Club California program. Destination partners will receive a post-event list of participating travel advisors, while advisors will be provided with follow-up resources, partner contacts and destination materials to support continued selling of California in the Canadian market.

• 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.