Special Report from Visit California’s International Team: The World Is Still Interested in Visiting

March 31, 2026

Photo: Max Whittaker

Sport, consistency and natural beauty could overcome political and logistical concerns

Every year, international representatives from Visit California’s global sales team gather to share their insights about what potential leisure and group travelers are feeling around the world.

This year at Gaylord Pacific Resort & Convention Center in Southern California’s Chula Vista, at first glance, the numbers looked like a cautionary tale, but there were some bright spots and some lessons for how to overcome some of the headwinds in the hurricane of headlines disrupting the sunny visitation vibes usually seen when potential attendees consider the popular American destination. A closer look also showed that the reasons behind the changes are more nuanced than television accounts may suggest.

Let’s take it country by country.

Canada: For visitors from America’s northern border flying to their favorite hot spots in Palm Springs and Orange County, visitation, spending and direct flights were all down double digits year-over-year—spending was down 31%. “There has been some tension around rhetoric,” said Julie Georgas, global managing director with Visit California, Canada. But she clarified that the hesitation is political, not personal, and while headlines drive conversations and conversation drives behavior, perception can take time to correct.

Leona Reed, vice president of global marketing with Visit California, said she is already seeing that trade visits with meeting planners to the north this year were productive in winning over hearts and minds with interest rising. “Leisure and group demand bottomed in September of 2025, and we are seeing positive sentiment going forward,” she said.

Caroline Beteta on left and Leona Reed on right — Caroline Beteta (left) and Leona Reed (right)

She observed that a lot of ties still exist between Western Canada and California, and the state is seen as an aspirational destination, particularly around adventure travel. Compared to recent headlines in other parts of the world, California can seem like a safe haven. “People are returning to their habits slowly,” she reported.

A weaker Loonie exchange rate is not helping to make hosting in the United States as affordable for Canadians right now. Despite all the challenges, Canadians still spent $2.6 billion in California in 2025.

India: The subcontinent is a growing market with 4.2% more spent in California in 2025. A total of $1.6 billion in tourism business came from India last year, according to Sheema Vohra, global managing director with Visit California, India.

One of the largest India diasporas in the world lives in the San Francisco Bay Area. The market has grown 40% post-pandemic, partly because travel is immensely popular with the country’s growing middle class. Wellness, nature and shopping are strong draws. The diversity of the state appeals to their global attitudes. “Bleisure is the ticket for the extended trips they plan,” she said.

Australia and Japan: While spending and visitation were down (more than 5% from Australia and 8% for spending from Japan), there were positive signs for the Pacific Rim as well. For one thing, flights to Los Angeles International Airport (LAX) are actually shorter than a pair of flights to London Heathrow Airport (LHR). Add to that the appeal of all sports, but particularly FIFA World Cup, Dodgers games featuring Shohei Ohtani, the impending 2028 Olympic and Paralympic games, and American football and you have an experience that can be paired with a conference or incentive program.

The Middle East: Dubai in the United Arab Emirates, in particular, has been aggressively competing for groups from Europe and Asia in recent years, but recent events may have limited flights into the area along with short-term appetite. “We will have to see how long-term demand changes,” said Reed. “Regardless, we have competitive advantages in our natural beauty,” she said.

An Emotional Sign Off

Visit California President and CEO Caroline Beteta, who has led the marketing organization for three decades, said her goodbyes at the conference, as she is retiring in September.

She conveyed her confidence that California’s brand is strong and the organization is well-positioned to support groups of all sizes from all corners of the globe with transparency and creativity. “California’s tourism economy remains the largest in the nation thanks to the collaboration, creativity and resilience that defines California’s travel industry,” she said.

Olympic Lessons from Paris

Corinne Menegaux, director general of Paris Je T’Aime Office of Tourism, shared some cautionary tales from the Paris Olympics for anyone planning events around the global sporting competitions. “The entire world will be watching, presenting an unprecedented opportunity to shape global perception, inspire future travel and reinforce the brand promise,” she said.

Her numbers showed that attendance is not as international as it looks on television. In fact, statistics showed that only 15% came from outside the country for the Paris games, 85% were French nationals, 45% of which were residents. Two-thirds don’t even go to a sporting event. They are there for the atmosphere, so the watch parties and neighborhood villages with the massive screens are vital.

It was not a landslide of business for hotels or restaurants. Overall, it was about the same number of visitors as a typical summer because many who were interested in Paris didn’t book that year due to worries about prices and crowds. Many who did come commuted in for a day but didn’t stay at the hotels.

She did see upside, however. While time will tell if the event amounted to a massive marketing campaign that will pay dividends for years to come, there were some less tangible immediate benefits.

Part of the legacy she celebrated was the impact of the Paralympic games because it made thinking about accommodations for everyone a more conscious and forward-facing part of travel infrastructure. “It brought the community together because everyone had to work collectively for something at that massive scale over multiple venues and cities,” she said.

Congratulations to the Poppy Award Winners

The Poppy Awards celebrate the best and brightest in California tourism promotion. Finalists represent standout achievements in marketing, storytelling and destination stewardship. You may have seen the following winning campaigns.

Best Sustainability or Resilience Award—Business
The Ranch at Laguna Beach

Best Sustainability or Resilience Award—Destination
Visit Pasadena

Best Strategic Partnership—Business
Howard Johnson Anaheim

Best Strategic Partnership—Destination
Visit Oakland

Best Public Relations Campaign—Business (tie)
LEGOLAND California Resort
Sensorio

Best Public Relations Campaign—Destination
Visit Anaheim

Best Content Marketing—Business (tie)
SIXT Rent a Car, LLC
Mendocino Railway

Best Content Marketing—Destination
San Diego Tourism Authority

California Welcome Center of the Year
Visit Oceanside

Best Trade and Media Activation—Business
The Ameswell Hotel

Best Trade and Media Activation—Destination
Visit Newport Beach

Best Influencer Campaign—Business
Murrieta Hot Springs Resort