Overview
Many travelers still seek the security, knowledge and ease offered by professional travel advisors. This is especially true for international and super-affluent consumers. Visit California offers affordable, high-impact programs to gain mindshare with the travel trade professionals who serve your target markets and audiences.
Ways to engage
New
Learn about the new agent education platform, NOVA (coming early 2027)
Give a Club California presentation in your target markets
Feature your destination in the travel trade newsletter
Sign up for the travel trade newsletter
California NOVA
Visit California’s premier digital travel trade training platform is about to take off. Introducing California NOVA, an AI-powered global travel advisor engagement platform currently in development and expected to launch in early 2027. Building on the success of CA STAR, NOVA will leverage the latest AI technology to better serve the evolving needs of travel advisors worldwide.
Learn moreWhy market to the travel trade?
-
Travel advisors entering workforce in record numbersEducation and training keeps advisors up to speed on key selling points and differentiators.
-
On the rise — niche travel motivators, unique itineraries and smaller group/tailored vacationsBragging rights for once-in-a lifetime vacations that money can’t buy driving travelers to specialized travel advisors.
-
Brick-and-mortar agencies remain popularHuman advisors help domestic visitors navigate a complex travel landscape, and many international travelers feel more comfortable booking through an agency.
-
Travel trade marketing is cost-effectiveVisit California lays the groundwork with outreach, FAMs, missions and ongoing education to influence client bookings.
