California tourism leaders and Virgin Atlantic Holidays have launched a major new partnership event in London as UK visitor numbers to the Golden State edge above pre-pandemic levels and the state gears up for a blockbuster run of global sporting events.
Speaking at the launch, Visit California’s Vice President of Global Marketing Leona Reed said the state was “performing in a complex – let’s call it challenging – environment,” but noted that “flat is the new up.”
Despite broader economic headwinds, travel from the UK to California is expected to reach around 600,000 visitors, up roughly 2% on last year, generating an estimated $1.3 billion in spend.
Leona Reed credited California’s continued appeal to UK travellers to the state’s “peerless” diversity and its long-standing reputation for inclusivity, openness and innovation.
She highlighted California’s broad range of experiences, from dramatic coastlines and iconic cities to deserts, national parks and a dynamic culinary scene, describing the state as a “playground” where visitors can follow their passions, whether in nature, culture, food, or sport.
Milestone year ahead
Looking ahead, 2026 is set to be a milestone year for California tourism, with the 175th anniversary of statehood and the 100th anniversary of Route 66 both being celebrated. The reopening of Highway 1 was also flagged as a key draw for UK visitors eager to tick off the quintessential California road trip.
Sports tourism is expected to be a major growth driver. California will host more FIFA World Cup matches than any other US state, with Los Angeles due to stage eight matches and San Francisco six.
The state will also welcome the Super Bowl at SoFi Stadium and, further ahead, the LA28 Olympic and Paralympic Games, which are projected to deliver $11 billion in economic impact and more than 3,000 hours of live entertainment across 80 venues.
An expanding partnership with the NFL, now in its second year and activated in the UK, aims to tap into fan culture and drive further interest in California as a destination for sport and entertainment.
Paul Trust, Head of Product at Virgin Atlantic Holidays, added: “With World Cup matches, the Super Bowl and the LA28 Olympic and Paralympic Games all taking place across the state, there has never been a more exciting time to visit,” he said, framing California as “the ultimate playground for sport, entertainment and adventure.”
Virgin Atlantic currently operates daily services to Los Angeles and San Francisco, with its holidays programme opening up access “to every corner of this remarkable state.”
