Race Across California
Partner with Visit California on this reinvited FAM trip
Oct. 11-18, 2025
Overview
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.
Ways to engage
Registration open
Complete the Partner Interest Form
About the opportunity
Launching in October 2025, Race Across California is a first-of-its-kind trade FAM experience that reinvents how we showcase the state to our key European distribution partners. Designed as a competitive, self-guided road trip, this initiative puts travel sellers in the driver’s seat — literally - giving them the freedom to explore California’s regions, people, and experiences in an authentic and unforgettable way.
Ten teams of top-performing agents from four major European markets (U.K.-Ireland, Germany, France and Italy) will follow ten distinct itineraries across the state, each packed with curated activities, local flavor and destination highlights.
Participants will be selected based on their sales impact and social reach, ensuring they can influence future travelers and drive bookings. They’ll be joined by trade media, a production team, and Visit California representatives to ensure broad coverage and content amplification throughout the journey.
Key benefits
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Promote road tripsA deeper understanding of California’s road trip proposition
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Immerse buyersMemorable, first-hand experiences that fuel effective sales conversations
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Reach your audienceExtensive real-time content creation across social and trade media platforms
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Long-tail contentLong-term destination storytelling through extended campaign support
Global Market Profiles
The market profile reports contain three sections:
- Market landscape section offers a look at spending forecasts, arrivals and airlift to California.
- Audience insights includes data on travel behaviors and accommodations and booking preferences.
- California traveler and trip details includes data on leisure travelers’ airline reservations and top U.S. visited destinations.
