Visit California strengthens European ties

Visit California led a successful PanEuro Trade & Media Mission from March 27 to April 2, engaging key audiences across Germany, the United Kingdom, and France. The weeklong mission brought 35 California tourism partners together with more than 200 travel advisors, tour operators, journalists and influencers, strengthening California’s presence in three of its most critical European markets.

Designed to deepen trade and media relationships, the mission delivered timely insights while spotlighting the state’s diverse offerings. It also provided a platform to address softening demand and evolving traveler expectations in a competitive global landscape.

In Germany, the delegation addressed media concerns surrounding U.S. border policies and elevated California’s distinct brand voice. The state’s presence stood out in a crowded media environment, earning praise for its warm and engaging approach. Lufthansa representatives shared positive outlooks for summer travel, with record-breaking traffic expected. Media coverage included a feature in FVW highlighting the Playful Journeys campaign.

In the United Kingdom, economic uncertainty continues to shape travel behavior. Visit California emphasized flexibility, value-driven itineraries and multi-stop travel while reinforcing the state’s appeal in areas such as sports tourism and sustainability. Media discussions focused on digital content trends and inclusive storytelling, laying the groundwork for future collaboration.

In France, interest centered on nature-forward travel, road trips and sustainable experiences, particularly among younger travelers. French media responded well to stories about California’s outdoor and culinary offerings, with particular enthusiasm for road trip itineraries that include language support. Park reservation systems and logistical planning were flagged as areas for additional education.

Across all three markets, the mission emphasized the value of in-person engagement in building trust and visibility. The insights gathered will shape Visit California’s international strategy in the months ahead, informing content, trade programming and marketing efforts throughout the European region.