“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 finalists 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.”
The Poppy Awards celebrate the best tourism marketing in the state. 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 will take place March 11 at the Gaylord Pacific Resort & Convention Center in Chula Vista during Visit California's annual Outlook Forum industry conference, which takes place March 10-12 and is attended by more than 800 tourism industry leaders.
A panel of industry marketing experts selected the finalists of the Poppy Awards across eight categories:
Best Brand Advertising Campaign ($1 million and up)
- Aquarium of the Pacific
- Los Angeles Tourism & Convention Board
- San Diego Zoo Wildlife Alliance
- Universal Studios Hollywood• Visit Greater Palm Springs
- Visit Napa Valley
- Visit Newport Beach
Best Brand Advertising Campaign (under $1 million)
- Belmont Park
- The Broad
- The San Francisco Peninsula
- Visit Oxnard
- Visit San Luis Obispo
Best Content Marketing
- Gilroy Gardens Family Theme Park
- Mendocino Railway
- San Diego Tourism Authority
- SIXT Rent a Car LLC
- Visit Oceanside
- Visit San Luis Obispo
Best Influencer Campaign
- Mendocino Railway
- Murrieta Hot Springs Resort
- Pacifica Hotels
- Visit Carlsbad
- Visit Carmel
- Visit San Luis Obispo
Best Public Relations Campaign
- Hotel Maya, Long Beach
- LEGOLAND California Resort
- See Monterey
- Sensorio
- The Lodge at Torrey Pines
- Visit Anaheim
- Visit Newport Beach
Best Strategic Partnership
- Howard Johnson Anaheim
- L'Auberge Del Mar
- Mendocino Railway
- Visit Oakland and Visit Mendocino County
- Visit Sacramento
- Visit SLO CAL, Travel Paso and Paso Robles Wine Country Alliance
- Visit Yosemite | Madera County
Best Sustainability or Resilience Award
- Portola Hotel & Spa
- Rush Creek Lodge
- The Ranch at Laguna Beach
- Visit Lake Tahoe
- Visit Pasadena
Best Trade and Media Activation
- San Diego Tourism Authority
- See Monterey
- The Ameswell Hotel
- Visit Newport Beach
California Welcome Center of the Year
- Ridgecrest Area Convention & Visitor's Bureau
- Salinas Valley Tourism & Visitors Bureau
- Visit Oceanside
Find additional information about the Poppy Awards on the Outlook Forum website.
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.
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 executed in calendar years 2024-2025 were eligible for the 2026 Poppy Awards. Submissions were reviewed by Visit California staff, before blind judging 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. For more information, visit outlookforum.com.
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