The luxury audience continues to play a vital role in Visit California’s trade strategy, offering significant growth opportunities as the industry recovers from the pandemic.

Visit California is renewing its partnership with Signature Travel Network. Signature represents travel professionals at 431 retail locations across the U.S. and Canada, as well as 176 international locations in Mexico, the Caribbean, Brazil, Greece, Colombia, India, Ireland, Norway, Poland, the U.K., the Philippines, Australia and New Zealand. Collectively, Signature members generate more than $11 billion in annual travel sales through a network of more than 15,000 professional travel advisors.

All of Visit California’s efforts under this partnership focus on U.S. travel advisors, who are exclusive to Signature and cannot join another consortium. As a premier network serving a broad base of retail travel companies, Signature helps Visit California and DMO partners expand reach to affluent travelers and offers marketing opportunities to educate advisors about California destinations.

Visit California is able to provide reduced buy-in opportunities with Signature for California DMOs offering leisure products tailored to discerning, high-spending travelers. For reference, view the current lists of preferred California hotels and preferred wholesale partners.

Visit California FY 2025-26 Partnership Benefits

• Membership
• Preferred destination status
• Marketing deliverables include:
• B2B spotlights
• B2B emails
• Digital publication ads
• Print publication ads

Partner Buy-In Under Visit California Umbrella – $5,000+

• Inclusion in Visit California’s Signature profile
• Contact listing on Signature’s SigNet profile
• Ability to submit targeted news items geared toward affluent travelers for inclusion on Visit California’s SigNet profile
• Feature in one B2B email to 15,000 U.S.-based Signature advisors
• Opportunity to attend the Signature Conference, Nov. 10–13 in Las Vegas, with:
• Shared booth with another DMO ($4,250)
• Own booth with appointments ($8,500)
• Opportunity to host a familiarization (FAM) tour

Additional Opportunities
Partners may purchase incremental B2B and B2C tactics directly through Signature Travel Network without becoming a stand-alone preferred destination. Destinations investing at least $25,000 are considered full preferred destination members, with a SigNet profile, the ability to post news, access to the membership and the flexibility to allocate the full investment toward tactics of choice. Please contact Chris Alestra, VP, Destinations & Air Partnerships at Signature at chris@signaturetravelnetwork.com.

• Access to luxury advisors
  Reach 15,000+ U.S.-based Signature travel advisors focused on high-spend clients.
• Targeted marketing
  Gain visibility through B2B spotlights, emails, and digital and print ads.
• Trade engagement
  Join the Signature Conference, host FAMs and be featured on SigNet.