Caroline Beteta Caroline Beteta

California’s roads pave way

California has just launched a major global campaign focused on road trips and urges travel agents and brokers to swot up on the opportunities the programme provides.


California Road Trip Republic highlights the state’s 400,000 roads including 840 miles of coastline. Chief executive officer of Visit California, Caroline Beteta says people are taking to the road on holidays more than ever and it is a great way to disperse travellers, take pressure off some of the tourism hot spots and ‘share the love’ around the state. Angie Pappas, director of public relations with Visit California, says that as well as the customer focused campaign Road Trip Republic will be highlighted on the organisation’s trade platform at‘It is a website and also offers app-based training for global agents. It gives road trip ideas and itineraries and we would like to see agents embrace those. By having a strong understanding they will be able develop their own itineraries and ideas for their travellers.’


She says agents obviously benefit by getting their clients beyond gateways and the better known parts of California. A campaign companion piece, the California Road Trips ‘bookazine’ details 50 journeys, some based on specific trails (like the famous coastal Highway 1 or Route 66) while others follow a particular theme like the Central Coast Wine Tour, Craft Beer Trail or SoCal Stargazing Tour.‘There’s even a taco tour, for people who want to discover the best places to eat tacos in California,’ says Pappas. • More from IPW, USA’s travel and tourism trade exchange on page