“SUPERFAM”Agents experience California’s diversity and abundance on 5 different concurrent itineraries

Visit California’s annual “California SuperFAM,” in conjunction with British Airways, returned to the Golden State October 10-17, 2013 for the sixth consecutive year. Sixty travel agents from the United Kingdom and Ireland were chosen to receive the VIP treatment on this fast-paced, educational and entertaining California familiarization (“fam”) tour. The visitors were split into five groups, and embarked on five different themed itineraries designed to allow them to experience all that California has to offer firsthand – including the California Central Coast in a Culinary themed itinerary.

About 12 of the Visitors embarked on a Central Coast excursion beginning in Santa Barbara and arriving in SLO County on Saturday. The SLO County itinerary included shopping at Pismo Beach Outlets, lunch at Hunter Ranch Golf Course in Paso Robles, wine tasting at Eberle Winery, and dinner at the Paso Robles Inn Steakhouse. The next day the group embarked on a tour of Hearst Castle and then made their way up the coast to Monterey and Santa Cruz.

The groups converged on October 16 during the finale evening party in San Diego, where participating agents shared their experiences from the road with each other.

Agents became eligible to win a place on the SuperFAM by registering their British Airways California bookings and completing Visit California’s “California Expert” online training program for travel agents. The agents will be some of the first to experience British Airways’ new A380 Los Angeles route.

The UK is one of California’s top overseas tourism markets. In 2012, the UK and Ireland combined for over 700,000 visitors to the state who spent more than $900,000 million. Visit California invests approximately $4.5 million annually in the UK and Ireland to fund broadcast, outdoor and digital advertising campaigns, as well as travel trade and media relations.