Honoring the California tourism industry's successes
March 11, 2026
This award honors a business or destination that has demonstrated exceptional leadership in resilience planning, crisis response or stewardship. It celebrates efforts to balance economic vitality with environmental and sociocultural sustainability, while also recognizing excellence in preparing for or recovering from crises.
A consumer extension in the form of a keepsake Route 66 publication was designed to inspire travelers with a blend of retro road nostalgia and modern explorer energy. The special edition was revealed at IPW to trade and media audiences and then distributed to 100,000 Travel + Leisure and Midwest Living subscribers.
By elevating the traditional trade show experience with an immersive environment, Visit California showcased creativity, collaboration and measurable impact, making the Route 66 Café a standout example of exhibition marketing success.