California Route 66 Passport launches for centennial celebration

As the historic Route 66 approaches its 100th anniversary, Visit California has launched the California Route 66 Passport, a new publication inviting travelers to explore the Golden State’s stretch of the iconic Mother Road.

Designed as both a physical keepsake and a digital companion, the passport encourages visitors to discover the stories, destinations and culture that define California’s portion of Route 66. Visit California will distribute 20,000 printed passports, available for consumers and industry partners to order at no cost or pick up at select locations along the route.

The physical booklet is complemented by an interactive digital experience featuring trivia, storytelling and trip inspiration that bring Route 66’s legacy to life.

Interest in classic American road trips continues to grow, and the passport positions California as a must-visit destination along Route 66 while encouraging travelers to explore both well-known landmarks and lesser-known stops. The program expands the traditional Route 66 narrative by highlighting unexpected experiences through features such as the passport’s “Off the Beaten Path” section and interactive digital trivia. These elements connect the legacy of the highway with California’s broader culture of storytelling, creativity and entertainment.

Industry partners are encouraged to participate by sharing the passport through their own channels and visitor communications, encouraging travelers to order or pick up a passport along the route and exploring available digital advertising placements within the passport’s digital experience to promote Route 66 businesses and attractions.

The launch is supported by a dedicated Route 66 Topic Hub on Visit California’s website and promotion across Visit California’s owned marketing channels, including trip itineraries, storytelling and video content designed to inspire travelers to fill their passports while exploring California’s stretch of the open road.

Organizations interested in distributing physical passports and serving as pick-up locations can request copies while supplies last by contacting publications@visitcalifornia.com.