“I’ve always been ABC – Anything But Chardonnay – but I think I’m going to have to change my mind now,” said Joshua Salter, travel expert at Journeyscape and one of the four agents making up a UK group on the Race Across California. The agents were in the midst of a wine tasting experience at St Francis Winery in Sonoma County, and evidently beginning to understand why the endless surprises and undeniable charms of California win over so many visitors every year. This was a lesson learnt many times over the eight-day, self-drive fam trip.
But Joshua’s group – also featuring Eve Jetten, personal travel expert at Kuoni; Jude Parkinson, USA country specialist at Audley Travel; and Jamie Hardinge, operations executive team leader and private jet specialist at Quintessentially Travel – wasn’t the only team exploring the Golden State at this point in time. The Race Across California saw nine travel agent groups consecutively visit 47 destinations on road trip itineraries covering a whopping 9,000 miles.
Agents enjoyed wine tasting at St Francis Winery in Sonoma County. Credit: Chantel Elder
“The Race Across California was a truly standout initiative for Visit California, as our first-ever European trade fam bringing together front-line sales agents from the UK, Ireland, Germany, France and Italy,” said Lisa Cesaro, director of international marketing at Visit California.
“The programme showcased the incredible variety of road trips across the state and by putting agents in the driving seat and adding a layer of friendly competition through gamified daily challenges and quizzes, we created an engaging, industry-first format that deepened their connection to California.”
Flights for the fam trip were supported by Aer Lingus, American Airlines and British Airways.
“California continues to be a cornerstone of our transatlantic leisure offering, and we’re proud to connect UK travellers to the Golden State through multiple gateways,” said Gillian Wickers, head of UK and Ireland sales at British Airways.
“Following the success of our Race Across California initiative, we’re thrilled to deepen our partnership and spotlight the diverse experiences this iconic destination has to offer. With 27 US ports from 2026 and seamless access across Europe, British Airways – alongside our Atlantic Joint Business partners – is uniquely positioned to deliver unforgettable journeys that celebrate the spirit of adventure and discovery,” Wickers added.
All nine Race Across California teams met in San Diego for a grand finale event. Credit: Visit California / Max Whittaker
TTG joined self-drive group UK2, which started out in San Francisco before heading over the iconic, “international orange” Golden Gate Bridge to Sonoma County, then down to Newport Beach – known as “the Hamptons of the West” – before meeting up with all eight other teams in the finale destination of San Diego. Here are the highlights and top takeaways from each stop…
SPOTLIGHT ON SAN FRANCISCO
Sightseeing was in abundance in San Francisco, with a favourite for all four agents being the audio tour of Alcatraz. The group was able to step inside solitary confinement and see where the infamous murderer Birdman spent his days during incarceration. Combined tickets for the ferry to Alcatraz Island and tour of the abandoned prison go on sale around 90 days in advance, and it’s strongly recommended you book early as these are known for selling out fast.
Agents took the ferry to Alcatraz Island, where they explored the eerie prison
Back on the mainland, choosing a morning with Fogcutter Tours is a wise way for clients to get their bearings. Driving through San Francisco’s iconic neighbourhoods including Pacific Heights, Haight Ashbury, Chinatown and Fisherman’s Wharf (to name just a few), agents laid eyes on the “Mrs Doubtfire house”, the heavily-photographed hair-pin bends of Lombard Street and Janis Joplin’s former residence.
During their stay in the city, the group also learned foodie customers looking for a special dining experience would do well to reserve a table at 7 Adams, a relaxed Michelin-star restaurant offering a five-course tasting menu featuring seasonal – and divine – ingredients.
What makes San Francisco such a great road trip destination?
“No other city packs as much into seven square miles as San Francisco. From iconic landmarks like the Golden Gate Bridge and Coit Tower, to diverse and innovative culinary offerings and a rich arts and culture scene, there is something for everyone to be inspired by in San Francisco.”
Hubertus Funke, executive vice president and chief tourism officer, San Francisco Travel Association
SAILING UP TO SONOMA
More exceptional flavours can be found at PikNik Town Market in Guerneville, Sonoma County. This locally owned farm-style shop sells lunch boxes ideal for exploring the nearby Armstrong Redwoods State Natural Reserve; a lush and wild place where visitors can peer up at a giant sequoia tree as tall as 20 double-decker buses.
The group got back to nature in Armstrong Redwoods State Natural Reserve. Credit: Chantel Elder
A firm favourite lunch choice among agents was the On The Run French baguette with prosciutto, provolone, fig jam, greens and aioli, which left little but just enough room for dinner at Stella, a Sonoma rising star known for its laidback luxury and impressive pasta dishes.
Another Sonoma star in human form is Howard Sapper, CEO and founder of Pushpak Wine Country Tours. Agents happily followed him through vineyards on electric trikes, stopping to sample local cheeses and learn about the wonders of the region en route. Tours depart daily at 10am and 1.30pm, with add-ons including wine tasting, hiking, meditation and an art class.
Agents whizzed around Sonoma County's vineyards on electric trikes. Credit: Chantel Elder
Should art lovers be headed to Sonoma, suggest they pop in to the Charles M Schultz Museum, which opened its doors in 2022. Visitors can cast their eyes over comic strips, Peanuts-focused works of art and the very desk the cartoonist used to develop his ideas. This museum is in fact so popular, it once received 1,100 visitors in a single day.
Why should Sonoma feature on a Californian road trip?
“Sonoma County is the perfect addition to any California road trip because it embodies the state’s diversity in one unforgettable stretch. It has everything from world-class wine country and coastal redwoods to breathtaking ocean-view drives and small towns filled with artistry and soul. Travellers can start their day with forest bathing, then meet a winemaker in the vineyards, and enjoy farm-to-table dining with locals while toasting to the sunset in Bodega Bay or Jenner – all within an hour’s drive. Visitors start breathing – like their bottle of Sonoma County wine.”
Damien Keller, director of tourism development, Sonoma County Tourism
GETTING TO KNOW NEWPORT BEACH
Balboa Island is without doubt the must-visit destination within Newport Beach. Hiring electric Moke jeeps and taking the historic car ferry (which has been operating since 1919) from Balboa Fun Zone 800ft across the basin to the island had agents feeling like they were stepping back in time. Cute 1920s cottages have been transformed into boutique shops, chic cafes and trendy restaurants.
The group hired electric Moke jeeps and took the ferry to Balboa Island
A bespoke Visit Newport Beach breakfast tour saw the group devour the Balboa Island Baking Company’s cinnamon rolls, which are made using a 42-year-old recipe and are so popular they sell out months before Christmas. Agents washed the buns down with a maple syrup hometown latte from Huskins Coffee Roastery and finished the tour with a visit to the Balboa Island Museum and a browse of local treasures in the Blue Atlas boutique.
But no traveller should visit Newport Beach without taking a ride on one of the 200 Duffy boats that reside in the harbour. Available for private hire, locals pack up the boats with food, drinks and spend many a Sunday sailing the harbour with friends, stopping off at locations like Lido Marina Village for shopping and a bite to eat. It’s the perfect way to spend a sunny day in Newport Beach – and after experiencing it for themselves, the agents agreed.
A cruise on a Duffy boat in Newport Beach is the perfect way to spend an afternoon
Other Newport Beach institutions well worth adding to a Californian itinerary are Roger’s Gardens, a garden centre that’s become a destination in its own right, and the cozy, dimly lit A Restaurant. This is the oldest restaurant in Newport Beach now serving up tender steaks, rich seafood and a healthy dose of celebrity spotting.
Why build Newport Beach into a road trip?
“Newport Beach offers a refreshing contrast to California’s bustling hotel cities – it’s where laid-back luxury takes the form of space, authenticity and effortless coastal sophistication. Travellers can immerse themselves in a bespoke seaside experience, from private harbour cruises and oceanfront dining to boutique shopping in charming neighbourhoods, and wellness retreats along our sun-soaked shores. For travellers seeking a refined yet relaxed stop on their road trip, Newport Beach is truly where the coast comes alive in style.”
Kamia Kinchlow, vice president of global luxury leisure, Visit Newport Beach
SAYING GOODBYE IN SAN DIEGO
The Race Across California finale event took place at Belmont Park amusement park, and what a place to host the celebrations. From the Giant Dipper Rollercoaster to laser tag and a classic arcade, thrills were not in short supply.
The Race Across California UK teams at Belmont Park in San Diego
What makes San Diego a top Golden State road trip choice?
“As the southernmost point of the state, San Diego is the perfect city to either start or finish a California road trip. The location of our city airport provides a relaxed and convenient arrival or departure experience, and the city’s chill SoCal vibe is the perfect way to begin or end a road trip. San Diego’s proximity to the Mexican border provides a unique bi-national experience not seen in other parts of the state and its multitude of culinary and cultural experiences consistently impress. Don’t forget about those amazing San Diego beaches or the 100+ unique neighbourhoods to explore!”
Benjamin Eastman, senior director of tourism development, San Diego Tourism Authority
The nine travel agent teams attended a drinks reception and shared a hearty SoCal meal before, after much deliberation between the tourist board judges, one of the two Italian teams was crowned the winner of the first-ever Race Across California! But this didn’t dampen the UKI teams’ spirits – they headed straight for the rides to see out their adventure in style (or screams). We might not have taken the trophy, but agents did return home with the knowledge, tools and confidence to sell self-drive holidays in the Golden State.
HOT HOTELS
The Race Across California shone a spotlight on a range of hotels and their unique selling points:
The Jay Hotel, San Francisco
A luxury Autograph Collection hotel walking distance from the Ferry Building and Chinatown, this property offers elegant dining, spacious neutral rooms and iconic views of the Transamerica Pyramid and Bay. It’s perfect for couples.
The Omni Hotel, San Francisco
This 362-room hotel was once a working bank and has retained many original features, giving it a traditional feel. Perfect for business stays or a romantic getaway, it serves up a breakfast to die for.
Kenwood Inn & Spa, Sonoma County
A Four Sisters Collection home away from home in the heart of California’s vineyards, highlights of this property include a historic courtyard, outdoor pool and hot tub, plus roaring fires in the guest rooms should the weather call for it.
Vinarosa Resort, Sonoma County
Recently reopened after renovations, this is an exquisite country house resort nestled within a vineyard. A spa and fitness centre complement inimitable farm-to-table dining options and, of course, an extraordinary wine list to boot.
Balboa Bay Resort and Club, Newport Beach
This is the place to stay in Newport Beach. A prime location on the superyacht-lined marina, refined waterside dining and chic, airy suites are all selling points. Word on the street is that Michael Buble was staying at this Preferred Hotels and Resorts property a week before agents’ visit.
VEA, Newport Beach
A Marriott Bonvoy hotel, VEA is dubbed a chic, social sanctuary perfect for groups of friends and special occasions. The View restaurant and lounge is a must-visit, where guests can sip unique, handcrafted cocktails and gaze out over the ocean.
Hotel Del Coronado, San Diego
This property also known as The Del on San Diego’s Coronado Beach is nothing short of iconic. Its Victorian aesthetic is a rare find and its charms draw A-listers, celebrities and musicians from far and wide. It’s recently renovated and has a newly opened Nobu restaurant – so now is a great time to visit.
Mission Bay Resort, San Diego
With beach access, a waterfront pool, spa and live music, this Noble House Hotels and Resorts property is ideal for anyone, but especially families; and even pets. Pickleball enthusiasts will be pleased to hear there’s a court, too.
Find out more about selling road trips in California on the TTG USA Selling Guide and at visitcalifornia.com.
