Race Across California delivers a road trip to remember

Visit California’s first-of-its-kind Race Across California SuperFAM invited top travel trade partners from across Europe to experience the Golden State in a whole new way — through an ambitious, self-navigated road trip designed to showcase the state’s diversity, creativity and spirit of adventure.

Over eight days, nine teams of travel trade professionals from the U.K., Ireland, Germany, France and Italy explored California’s iconic destinations and hidden gems, journeying from the coast to the mountains, wine country to the desert, and vibrant cities to charming small towns. Along the way, they encountered California’s signature warmth and hospitality as destination partners brought their communities to life through immersive activities, local cuisine and unforgettable experiences.

The program highlighted the scale and variety of travel experiences across the state, supported by 29 DMO partners and spanning 47 cities and regions. Participants experienced 48 hotel nights, 114 restaurants and 100 attractions and activities, while covering an average of 870 miles each — more than 9,000 miles traveled collectively across California. The innovative format encouraged spontaneous storytelling, peer-to-peer engagement and authentic discovery, allowing attendees to gain firsthand insights into what makes each region uniquely Californian.

Feedback from participating travel trade professionals reinforced the impact of the experience, with many calling it the most creative and engaging familiarization trip they had been a part of. Participants praised the self-drive format for offering a genuine look at California communities and valued the opportunity to build deeper relationships with destinations and fellow travel trade partners.

The journey concluded in San Diego, where all teams came together for a celebratory finale hosted by the San Diego Tourism Authority. The evening began with a sunset gathering at the Hotel del Coronado and continued with a lively celebration at Belmont Park, where participants reflected on the adventure, shared takeaways and cheered on the winning team.

Race Across California set a new benchmark for travel trade programming by blending creativity, collaboration and authentic storytelling. The initiative deepened global market relationships and reimagined how familiarization trips can inspire and educate trade partners, reinforcing the enduring appeal of California’s diverse landscapes, welcoming communities and limitless opportunities for exploration.