There is a specific kind of energy that only comes from gathering in person. Moving beyond strategy decks and video calls reminds us that while we spend our days analyzing data, travel and tourism marketing strategies are truly built on the strength of our connections.
Meeting with partners and peers at the 2026 Visit California Outlook Forum was a highlight of the year, reinforcing that our best work happens when we lead with a shared vision. The event’s theme, “Stable, Durable, Future Ready,” showed how the state is moving with more purpose to navigate shifting global tourism markets and the latest in AI.
Looking back at the week in Chula Vista, three specific insights really stood out as the most relevant for our current work.
Takeaway #1: Moving to Always-On Storytelling
One of the most striking moments of the forum was a reality check regarding how travelers actually behave.
We often focus on the bottom of the funnel, but the data shows that only about 15% of travelers are actively planning or booking at any given moment. This means 85% of our audience is simply in absorption mode. They are not looking for a checklist of hotel features or a list of flight times.
Instead, they are subconsciously building an affinity for destinations that resonate with them on a human level. This is where emotional marketing becomes a necessity rather than a luxury.
Visit California is shifting away from episodic, seasonal campaigns in favor of an “always-on” programming system. This approach focuses on how a destination makes a person feel rather than just what they can do there.
By leaning into core motivations like wellness (Recharge) or family connection (Bond), we can create valuable personalized experiences that stick with a traveler long before they ever reach for their credit card.
High-quality storytelling acts as a vital defense against AI-generated content, which can summarize travel tips but cannot replicate the authentic feeling of a human journey. As AI shifts toward Answer Engine Optimization (AEO), providing these deep, human narratives ensures that the “reliable source” the machines cite is your destination’s unique voice.
Takeaway #2: Bridging the “Extra Time” Execution Gap
A major topic of discussion centered on the influx of global events heading to California, from the Super Bowl and the FIFA World Cup to the 2028 Olympics.
Visit California is currently championing an “Extra Time” strategy to manage these major milestones. The goal is to move beyond treating these events as isolated spikes in tourism and instead use them as long-term brand builders. This approach is equally relevant for the meetings and conventions sector, where the same patterns of behavior apply to attracting bleisure visitors.
By encouraging visitors to stay one more night or venture into a neighboring city, destinations can turn a single match or a professional keynote into a broader regional experience.
Conference sessions revealed a gap between this high-level vision and current execution.
While many plans remain in a low-lift phase with basic landing pages, there is a significant opportunity to develop in-market activations and regional road trips that guide visitors beyond stadiums and conference rooms.
Takeaway #3: Accessibility as a Signature Experience
Accessibility is a core brand value that signals a destination is truly welcoming.
Linda Mastandrea, an attorney, author and Paralympic gold medalist, highlighted in her moving talk, that the right mentorship and accessible infrastructure can transform a traveler’s journey from a challenge into a series of opportunities. This perspective is vital as we approach new web accessibility mandates in April.
When we design for inclusion from the start, we aren’t just checking a box for upcoming web accessibility requirements. We are showing the world that the destination is a place where every traveler belongs. This is similar to the accessibility conversation we had with Kristy Durso last year.
Integrating these values into storytelling and digital presence makes our destinations stronger, more resilient and more human.
Let’s Build the Future Together
Even in an era of rapid change, the most successful travel brands will be those that prioritize authentic connection and strategic storytelling. The insights from this year’s Outlook Forum have provided a clear roadmap for the challenges ahead.
If you are ready to move beyond low-lift marketing and embrace an always-on approach, our team is here to help. Let’s start a conversation about what comes next for your destination.
