Australia Trade and Media Mission 2026

A high-impact, dual-track trade and media mission across Sydney and Melbourne, designed to strengthen distribution, drive product development and amplify California’s brand presence through strategic industry and media engagement.

The Visit California Australia Trade and Media Mission 2026 is designed to strengthen California’s position within one of its most valuable international markets. Taking place across Sydney and Melbourne, the program delivers a dual-track approach, engaging both key travel trade stakeholders and leading media voices to drive awareness, conversion and long-term partnership growth.

The trade track focuses on deepening relationships across the Australian travel distribution network, including airlines, wholesale partners, retail agency groups, OTAs and specialist operators. Through a combination of B2B appointments, networking events, agent training sessions and VIP engagement opportunities, partners will have direct access to high-value decision-makers responsible for product development, packaging, marketing and sales. The program is designed to support California’s key objectives of increasing product range, driving geographic dispersal and strengthening sellable itineraries across the state.

In parallel, the media track connects California partners with top-tier travel, lifestyle and trade media, alongside influential content creators. Through curated one-on-one meetings, hosted events and collaborative storytelling opportunities, this track aims to generate high-quality editorial, social and broadcast coverage that reinforces California’s brand positioning as the Ultimate Playground.

Across both tracks, the mission integrates strategic networking moments, content-led experiences and industry collaboration, ensuring partners benefit from both immediate exposure and longer-term impact. The program is structured to balance formal business engagement with high-value experiential touchpoints, creating meaningful connections that translate into increased advocacy, coverage and sales.

This mission represents a unique opportunity for California partners to engage directly with the Australian market in a targeted, efficient and commercially focused format.

Pricing details

The participation fee is $6,000 and includes access to either the trade or media track across the core mission program (Monday to Thursday) in Sydney and Melbourne.

The program includes scheduled business appointments, training sessions, networking functions and curated industry or media engagement aligned to each track.

Optional premium experiences, including the Friday NFL game and associated VIP networking opportunities, are not included in the base participation fee and will be offered as an additional, limited-capacity add-on for interested partners.

• Strengthened trade partnerships
  Connect with Australia’s leading travel stakeholders to expand product offerings, enhance itineraries and drive sales growth.
• High-impact media exposure
  Engage top-tier travel, lifestyle and trade media, as well as content creators, to generate premium editorial and digital coverage.
• Strategic networking and collaboration
  Participate in curated B2B appointments, networking events and experiential activations to build lasting relationships.