- Özgür Töre
IPW, the largest generator of travel to the United States, is back to California. Visit California and Visit Anaheim welcome U.S. Travel Association's IPW, the leading global inbound travel trade show for the 10th time.
The five-day trade show will take place in Orange County on June 1-5, and more than 6,000 delegates from 70 countries are expected to attend.
The annual trade show brings together international travel buyers and media with travel professionals representing destinations, hotels, and attractions to conduct business otherwise generated through exhaustive international trips. More than $4.7 billion in future travel to the United States is contracted on the show floor and over 500 travel journalists provide exposure for the host city and state each year.
“Visit California is thrilled to showcase all of California in partnership with our destination partners from around the state,” Visit California President & CEO Caroline Beteta said. “As always, we are dreaming big and aim to create a series of once-in-a-lifetime experiences that will keep our guests California dreaming long after they've returned home.”
IPW attendees can expect a number of surprises each day of the show, produced by Visit California and its destination partners.
The pre- and post-show activation “California Plaza,” is a first for IPW. The immersive, interactive brand experience will showcase the entirety of the state through a variety of gathering spaces — open mornings and evenings for all IPW attendees to visit and enjoy complimentary refreshments, activities, and entertainment. Check out a full schedule of events here.
California destinations providing activations and experiences include:
- Anaheim Convention & Visitors Bureau
- California's High Sierra
- Citadel Outlets
- Greater Palm Springs Convention & Visitors Bureau
- Los Angeles Tourism Convention & Visitors Bureau
- Monterey County Convention & Visitors Bureau
- Sacramento Convention & Visitors Bureau
- San Diego Tourism Authority
- San Francisco Travel
- Sonoma County Tourism
- Ventura County Coast
- Visit Mammoth Lakes
- Visit SLO CAL
- Visit Santa Barbara
In addition to the California Plaza, the robust IPW pre- and the post-FAM program will roll out the red carpet for international trade and media partners from around the world. In partnership with California destination partners, Visit California will host more than 300 buyers and media on 13 once-in-a-lifetime trips that will span the entire state, sparking inspiration for new itineraries, story ideas, and buzz for the rich diversity of brag-worthy travel moments awaiting global visitors.
But the show is not just about excitement and entertainment, it's about doing business and driving visitation to the state.
Tourism in California is booming: 2018 was the ninth straight year of growth for California tourism, with new highs in travel spending ($140.6 billion), tax revenue ($11.8 billion) and jobs (1.2 million).
Amid these record successes, high-value international travelers are playing bigger roles than ever, staying longer and spending more to the tune of 18.1 million in-person trips and $28 billion in spending in 2018. The role that IPW plays in the state's ability to create awareness is of the utmost importance in keeping California a top-of-mind travel destination worldwide.