California hosts Flight Centre’s Global Gathering and Post FAM

In July, California reached a new milestone in its international trade strategy by supporting the 2025 Flight Centre Global Gathering in Los Angeles. It was the first time the event had been held in California and only the second time it has taken place in the United States. The conference brought together Flight Centre’s top global advisors and provided a powerful platform to showcase California’s leading travel experiences, strengthen trade relationships, and expand frontline education through a dedicated post-event familiarization program.

Flight Centre is one of the world’s largest retail travel agency networks with major influence in long-haul markets such as Australia, Canada and the U.K. Its top-producing advisors specialize in complex, high-value itineraries and play a critical role in driving international bookings to California.

Visit California supported the event by participating in core programming, including senior partner sessions and marketplace engagements. Highlights from the Global Gathering included a keynote from Jane Fonda, a black-tie gala headlined by Mark Ronson and a dynamic schedule of networking and business development. While the conference was a celebration of Flight Centre’s top 10% of global sellers, it also served as a venue for strategic conversations with leadership and partner brands.

The event also offered insights into emerging travel trends, such as longer decision-making timelines, an average trip duration of 12.7 days, and increased demand for in-store supplier support, exclusive offers and personalized service. Advisors showed growing interest in the integration of artificial intelligence and automation, particularly in the luxury and corporate sectors.

Following the main event, Visit California hosted seven statewide Post FAMs to build on the momentum and provide top advisors with firsthand knowledge of California’s diverse regions. Over five days, 70 advisors visited 21 destinations and participated in more than 50 curated experiences. More than 40% of participants were visiting California for the first time.

Advisor feedback highlighted strong interest in wellness, luxury and multi-generational travel, as well as greater confidence in building itineraries that span multiple regions. California STAR training was well received, and advisors recommended expanding real-time tools and dynamic content to support their sales efforts. There was also notable enthusiasm for Southern California’s coastal and desert regions, with opportunities to grow familiarity with Northern California and mountain destinations.

The Flight Centre Global Gathering and statewide FAM program delivered meaningful outcomes, enhancing California’s visibility with the world’s top-selling advisors, reinforcing the state’s position as a top-tier long-haul destination, and aligning California’s offerings with Flight Centre’s evolving focus on high-value, tech-enabled travel.