Trade and Media retreat highlights Mexico market

Visit California recently convened tourism partners, travel trade and media leaders in Mérida, Mexico, for a three-day retreat designed to strengthen relationships in California’s largest international visitor market and reinforce the state’s position as a leading global destination.

Held Feb. 17–19, 2026, the Trade and Media Retreat brought together 40 California delegates representing destinations and industry partners from across the state. The delegation met with 25 leading travel trade buyers, 15 traditional media outlets and 23 influencers from across Mexico, generating 825 scheduled one-on-one appointments.

The program was intentionally designed as a relationship-focused retreat, combining structured business meetings with cultural experiences that allowed participants to build connections beyond traditional marketplace formats.

The retreat opened with a welcome reception attended by the Secretary of Tourism of the Yucatán. Programming included market briefings and a featured discussion examining TikTok’s growing role in Mexico’s travel ecosystem.

During the retreat, trade delegates participated in dedicated one-on-one appointments with buyers, while the media program convened influencers for social-first discussions and creative sessions focused on translating California’s regional diversity into compelling content for Mexican audiences.

Experiential activities in Uxmal and Mérida were also integrated into the program, allowing delegates, trade, media and influencers to connect through shared cultural and culinary experiences. On the second day, traditional media outlets participated in one-on-one interviews with California partners while trade appointments continued.

Both tracks concluded with a farewell dinner bringing all participants together to close the program.

Discussions throughout the retreat reinforced Mexico’s importance to California’s tourism economy. While Mexico remains the state’s top international source of visitation, the conversations also reflected a shifting competitive landscape, with Mexican travelers increasingly comparing destinations across the United States and globally.

As a result, maintaining growth in the market will require continued engagement, differentiated storytelling and sustained investment to ensure California remains top of mind for Mexican travelers.