What's New in California

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Spring 2019

What’s New in California showcases new openings and developments happening across the Golden State. Find inspiration for stories revolving around accommodations, arts and entertainment, culinary, family, major milestones, luxury, outdoor, shopping, spas, technology and tours, wellness and more. Dates listed are subject to change. Confirm with appropriate media contacts listed with each entry.

Visit California Launches California Road Trip Republic

In January, Visit California declared the Golden State to be the Road Trip Republic: the world’s preeminent destination for hitting the open road. With 400,000 miles of roadways and 840 miles of coastline, people from every corner of the world come to wander, indulge, connect, unplug and discover in California.

The first cross country road trip originated in California in 1903 and the California Road Trip has been a rite of passage ever since. The state’s iconic landmarks, hidden gems, diverse terrain and epic sunsets set the stage for the journey of a lifetime.

Road trips sit at the nexus of freedom and discovery—which are ideals ingrained in California’s brand and lifestyle. Research shows that California is the most talked about state in road trip conversations online, which comes at no surprise given the state’s abundance of Instagrammable moments. Over the past decade, road trips have become the number one vacation choice for family travelers and there has been a 79 percent increase in overseas visitors renting cars.

To help consumers hit the road, Visit California will launch exciting new print and digital content throughout 2019, including a new California Now podcast episode focused solely on road trips that is now available to download.

New TV Spot Features Influencers and UGC

Visit California’s newest TV spot debuted in early February, and for the first time, incorporated both digital influencers and visitors’ social media footage via user-generated content. The commercial features a star-studded cast of California Dreamers including actress Yaya DaCosta; kiteboarding champion Daniela Moroz; influencer duo Damon and Jo; actors Dax Shepard and Monica Padman; and acclaimed chef Tyler Florence. The new brand spot continues the tradition of tapping into California’s creative, free-spirited, fun-loving vibe that inspires travelers to dream big. The spot will run from Feb. 4 through May 19, 2019.

2019 California Visitors Guide Available to Order

The all-new 2019 California Visitor’s Guide— which is free of cost—is now available and features 653 inspiring travel ideas. The cover of the 196-page magazine features actress and model Yaya DaCosta, who stars in the NBC medical drama Chicago Med. The guide also includes a “behind the scenes” series at four California theme parks; a “Catch the Winter Wave” section dedicated to the Golden State’s unique surf-meets-ski culture; comprehensive guides to all 12 regions of the state; and numerous other highlights such as an interview with actor/podcaster Dax Shepard, a visual guide of the state’s top craft breweries, a look at the glamping craze, and much more. The 500,000-circulation 2019 California Visitor’s Guide is available at California Welcome Centers, select newsstands and on VisitCalifornia.com/cvg.