Race Across California

Race Across California is Visit California’s innovative reinvention of the traditional FAM trip — transformed into a gamified, competitive adventure for travel advisors across three European markets, inspired by the hit UK show Race Across the World. Teams from the UK, Ireland, Germany, France, Italy and the Nordics will navigate different self-guided California road trip itineraries, completing challenges that boost product knowledge, selling confidence and engagement, while bringing a sense of play to FAM experiences. This Pan-European initiative builds on Visit California's March 2025 Pan-European Mission and serves as a flagship campaign to influence key booking markets across Europe.

Race Across California takes place October 13-20 and targets top travel advisors from the UK and Ireland, Germany, France, Italy and the Nordics, selected through airline booking incentives. Activities span all five markets in coordination with British Airways, American Airlines, Aer Lingus, Condor, Air France and European trade media. Entry gateways include LAX, SFO and SAN. Ideal partners include DMOs, accommodations, attractions, car hire and experience providers. Sponsorship details will be shared in June.

To express your interest and receive detailed information, complete the Partner Interest Form by May 22.

• High-value agent engagement
  Get direct access to top-producing frontline advisors.
• Premium visibility
  Showcase your region or experience through curated itineraries.
• Pan-European media exposure
  Gain visibility in trade media coverage before, during and after the FAM.
• Measurable ROI
  Receive detailed post-event impact reporting.