"California's tourism industry continues to set the standard for creativity and excellence," said Caroline Beteta, president and CEO of Visit California. "This year's Poppy Award winners have demonstrated exceptional innovation in their campaigns, showcasing the incredible diversity and vitality that makes California the nation's top travel destination. We're honored to recognize their outstanding contributions to our industry."
Tourism marketing has helped make California the No. 1 travel destination in the country, providing jobs for 1.2 million California workers and benefiting communities large and small across the state.
The awards ceremony was held during Visit California's annual Outlook Forum industry conference, which took place March 10-12 and was attended by more than 800 tourism industry leaders.
Comedian, actor and host of the California Now podcast Josh Meyers hosted the awards ceremony, bringing his signature humor and deep affection for the Golden State to the evening’s festivities.
2026 Poppy Awards winners:
Best Brand Advertising Campaign
($1 million & up)
- San Diego Zoo 'Pandas Are Coming' Brand Campaign – San Diego Zoo Wildlife Alliance
- We Love LA – Los Angeles Tourism & Convention Board
(under $1 million)
- 100 Days of Belmont at Belmont Park – Belmont Park
- Visit Oxnard Brand Refresh: "A Beat Apart." – Visit Oxnard
Best Content Marketing
- SIXT "Undercover Laker" Program with Lakers Legend James Worthy – SIXT Rent a Car, LLC
- The "Whizzle Stop": The Swankiest Restroom on Rails – Mendocino Railway
- Portraits of San Diego: A Culture of Happiness – San Diego Tourism Authority
Best Influencer Campaign
- OSEA x Murrieta Hot Springs: Reviving History Through Wellness – Murrieta Hot Springs Resort
- "Meet Me at The Flower Fields" Modern Day Pen-Pal Campaign – Visit Carlsbad
Best Public Relations Campaign
- Dino Valley Grand Opening – LEGOLAND California Resort
- Launch of FOSO (Fiber Optic Symphonic Orchestra) at Sensorio – Sensorio
- Visit Anaheim Launches Kid-Powered Imaginagency – Visit Anaheim
Best Strategic Partnership
- Baby Shark's 10th Anniversary x HoJo Anaheim's 60th: A Splashy Family Fun Partnership – Howard Johnson Anaheim
- Travel The Cannabis Trail – Visit Oakland
Best Sustainability or Resilience Award
- The Intersection of Sustainability and Hospitality – The Ranch at Laguna Beach
- Visit Pasadena's Recovery Campaign – Visit Pasadena
Best Trade or Media Activation
- London Week – Visit Newport Beach
- 7 Paintings: The Art of Dining – The Ameswell Hotel
California Welcome Center of the Year
- California Welcome Center - Oceanside – Visit Oceanside
To close the evening, Caroline Beteta, president and CEO of Visit California received the California Dreamer Award, in recognition of her longstanding commitment to travel and tourism and her visionary leadership in creating and guiding Visit California. The California Dreamer Award honors individuals who embody California’s pioneering spirit and have made exceptional contributions to the state’s tourism industry.
About the Poppy Awards
Crafted by California artisan Nicholson Blown Glass in Auburn, Poppy Awards are bestowed every two years to acknowledge the best of California's tourism promotion. Programs started Jan. 1, 2024 or after were eligible for the 2026 Poppy Awards. Submissions were reviewed by Visit California staff and blind judged by California travel industry experts.
About Outlook Forum
Outlook Forum is the premier travel industry conference for California, the No. 1 tourism destination in the United States. Outlook Forum brings together C-suite executives and industry decision-makers from California's hotels, rental cars, attractions, restaurants, retailers and other travel businesses, as well as representatives from Visit California's global network of offices.
About Visit California
Visit California is a nonprofit organization with a mission to develop and maintain marketing programs -- in partnership with the state's travel industry -- that keep California top-of-mind as a premier travel destination. For more information about Visit California and for a free California Official State Visitor's Guide, go to visitcalifornia.com. For story ideas, media information, downloadable images, video and more, go to media.visitcalifornia.com.
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