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Amid the backdrop of recent wildfires in Los Angeles, California’s leading tourism executives have embarked on a pivotal mission to Australia to fortify vital trade relationships and underscore the importance of international travel in driving economic recovery. The week-long initiative, spearheaded by Visit California, reflects the state’s resilience and commitment to fostering stronger connections across the Pacific.

California’s Tourism Resilience on Display

“The California spirit is built on resilience and community,” remarked Ryan Becker, Senior Vice President of Communications and Strategy at Visit California. “We’re ready to share that spirit with our friends in Australia and New Zealand, inviting their support in writing Los Angeles’ recovery story and driving tourism’s critical role in rebuilding lives and businesses.”

This high-profile delegation comprises 12 of California’s foremost tourism executives, representing various destinations, from iconic urban centres to coastal escapes and wine country retreats. Notable figures include:

From left to right: Dan Gordon – Chair, Visit California / CEO, Gordon Biersch, Ryan Becker – Senior Vice President of Communications & Strategy, Visit California, Noreen Martin – Visit California Board Member & Advisor, NLJM Investments, Leona Reed –Vice President of Global Marketing, Visit California, Aunty Margret Campell, Susan Coghill – Chief Marketing Officer, Tourism Australia, Rob Dougan – Executive General Manager, Strategy and Research Tourism Australia.

Dan Gordon, Chair, Visit California / CEO, Gordon Biersch
Anna Marie Presutti, President and CEO, San Francisco Travel Association
Julie Wagner, CEO, Beverly Hills Conference & Visitors Bureau
Mike Waterman, President and CEO, Visit Anaheim
Claudia Vecchio, President and CEO, Sonoma County Tourism

Each leader brings a unique perspective, united by the goal of strengthening ties with Australian and New Zealand partners while promoting California as a premier travel destination.

Strategic Engagements in Sydney and Melbourne

The delegation’s visit commenced with a moving Welcome to Country ceremony, led by Indigenous Elder Aunty Margaret, at Sydney’s iconic Harbour Bridge. This set the stage for a strategy exchange breakfast between Visit California and Tourism Australia, fostering collaboration to amplify tourism’s impact across both regions.

Over the week, nine targeted events and meetings are planned in Sydney and Melbourne. These gatherings will engage nearly 100 trade and media representatives from Australia and New Zealand, offering opportunities to strengthen partnerships and boost visitation.

In 2024, Australian visitor spending in California surged to 121% of pre-pandemic levels, contributing an impressive US $1.5 billion. Projections for 2025 suggest even more significant growth, with spending expected to reach US $1.9 billion. This upward trajectory remains critical as the state’s tourism industry continues its recovery.

Showcasing California’s Spirit with Curtis Stone

Adding a flavorful touch to the initiative, Visit California has teamed up with Australian-born, California-based celebrity chef Curtis Stone. On January 23, Stone will host an exclusive pop-up event at Melbourne’s vibrant Federation Square, introducing attendees to his Beverly Hills culinary concept, The Pie Room. Guests can savour a complimentary pie or donate to support wildfire recovery efforts via the American Red Cross or World Central Kitchen.

“Food has the power to bring people together and tell a story,” Stone shared. “Through this event, we aim to celebrate the resilience of California while supporting communities in need.”

To elevate the experience, the event includes a chance to win a dream holiday to California for four, complete with flights and accommodations, courtesy of Flight Centre. This initiative underscores the delegation’s mission to inspire Australians to visit and experience the Golden State’s unparalleled offerings.

The Economic Impact of Tourism

Tourism remains a cornerstone of California’s economy, supporting local businesses and creating jobs. As wildfires continue to challenge parts of the state, the need for international visitation has never been greater. Delegates emphasize Australians and New Zealanders’ critical role in sustaining California’s recovery and future growth.

“Australia and New Zealand are cornerstone markets for California,” said Becker. “This mission is about fostering meaningful connections that benefit both our regions.”

For real-time updates and resources on visiting California, including how to support wildfire recovery efforts, visit Visit California.

A Look to the Future

The California tourism delegation’s visit highlights the importance of collaboration in driving global travel. By engaging with trade and media partners in Australia and New Zealand, the delegation strengthens relationships and ensures California’s recovery story reaches an international audience. Through resilience, innovation, and collaboration, the Golden State is a beacon of hope and inspiration for travellers worldwide.