Club California Nordics reignites in-market engagement

Visit California connected with Scandinavian audiences this spring through Club California Nordics, a high-impact in-person activation in Copenhagen, Denmark. Held on April 3 as part of the broader Pan-Euro Mission, the event marked the state's first in-person engagement in the region in several years. The program featured a midday press and influencer lunch followed by an evening trade dinner with top Danish travel professionals.

The event offered a valuable platform for authentic storytelling, face-to-face engagement and destination discovery. Visit California was joined by partners from Mammoth Lakes, Santa Cruz, Monterey, San Diego and the San Diego Zoo. Together, the delegation spotlighted California’s diverse regions and sustainable travel offerings.

Attendees expressed appreciation for the personal connection and opportunity to hear directly from California leadership. While some conversations touched on political headwinds, the state's identity as an inclusive and democratic destination resonated with guests. Travel professionals emphasized the need to position California as a distinct and desirable destination rather than one component of a broader U.S. itinerary.

Insights from the event highlighted key motivators for Scandinavian travelers, including authenticity, sustainability, and a preference for unique experiences. There was strong interest in road trips, off-season travel, and lesser-known destinations, aligning with shifting consumer preferences across the region.

The activation generated earned media in leading Nordic outlets including Standby.dk, Rucksack.se, and RejsRejsRejs, with additional coverage anticipated in the coming weeks.

Club California Nordics reinforced California’s brand identity as a welcoming and responsible destination. The event also confirmed the enduring value of in-person outreach in building trust, deepening market relationships, and inspiring future travel.