Leona Reed weighs international visitation interest in California
Visit California’s global sales team, led by Vice President of Global Marketing Leona Reed, monitors potential leisure and group travelers’ sentiment year-round. This year, 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 talking heads may suggest. Let’s take it country by country.
Let’s start with our northern neighbors. Do Canadians still want to visit California?
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, but the hesitation is political, not personal, and while headlines drive conversations and conversation drives behavior, perception can take time to correct.
Trade visits with meeting planners to the north this year were productive in winning over hearts and minds. Leisure and group demand bottomed in September of 2025, and we are seeing positive sentiment going forward.
Read More: Special Report from Visit California’s International Team: The World Is Still Interested in Visiting
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.
A weaker Loonie exchange rate is also 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.
Compared to recent headlines in other parts of the world, California can seem like a safe haven.
India seemed like a bright spot? How can event marketers better attract these mobile travelers?
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.
One of the largest Indian 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.
Is the Pacific Rim a viable market for attracting event attendees?
While spending and visitation were down (more than 5% from Australia and 8% from Japan), there were positive signs for the Pacific Rim as well. For one thing, flights to LAX are actually shorter than a pair of flights to 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.
Is the Middle East still a fierce competitor for event bookings?
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. Regardless, we have competitive advantages in our natural beauty.
California’s brand is strong and well-positioned to support groups of all sizes from all corners of the globe with transparency and creativity. We are the most diverse in landscape, cuisine, experiences and populations.
This article appears in the May 2026 issue. You can subscribe to the magazine here.
