Gold Pass

About Gold Pass

• What is the Gold Pass?
  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 destinations or businesses every year by covering airfare and ground transportation. For in-state media who may not require airfare for a press trip, Visit California may support hosting efforts by covering meal stipends (reimbursable with receipts), in addition to either a rental car or mileage. There are a limited number of Gold Passes awarded each year.
• Requirements

  Partners must confirm that media have:

  • a confirmed assignment

  • recent editorial placements

  • a sustained relationship with a "most wanted" media outlet as identified by Visit California (or)

  • be a targeted digital influencer

  For international support, media must be from one of Visit California’s 13 international target 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

• Other award considerations

  • Due to the limited number of Gold passes each year, the number of previously approved applications by submitting DMO(s) or business(es)is considered.

  • Incorporation of destination and local business partners outside of California’s gateway cities in proposed itineraries.

• How long does it take to make funding decisions?
  Funding decisions can take around a week. There can be slight delays during busy times, such as around major media events.