Visit California Launches Race Across California: An Interactive Agent FAM Trip Concept

The reinvention of the traditional FAM format will feature ten competitive self-drive itineraries for European trade professionals across California.

Visit California launches Race Across California, a new and dynamic European interactive agent FAM concept inspired by the popular TV series, Race Across the World. Taking place in October 2025, this gamified experience will bring a fresh perspective to the traditional trade FAM format with a new and unique concept showcasing California’s ultimate road trip appeal.

Race Across California will welcome over 50 top-performing sales agents from the UK, Ireland, France, Germany and Italy, to take part in a series of self-drive road trip adventures across the Golden State. Ten bespoke itineraries will span California’s diverse landscapes – from its sun-soaked coastlines and desert escapes to wine country and national parks – filled with fun challenges, storytelling moments and ‘surprise and delight’ checkpoints as participants race to a final destination.

The Concept

Race Across California will feature ten road trip itineraries across various regions of the state, consisting of teams from across Europe, each made up of five sales agents. The full itineraries will be partially undisclosed, encouraging spontaneity, creativity and a sense of freedom for agents to “choose their own adventure.” Teams will hit key checkpoints to unlock the next phase of their journey, whilst tackling a series of challenges to win incentives and prizes along the way.

The race will conclude at a final destination revealed at the end of the trip, where celebrations will be held and winners announced.

The concept is underpinned by Visit California’s new Playful Journeys road trip campaign, launched in March with the hero spot, “Up Around the Bend.” The campaign inspires travellers from around the world to experience the joy of the open road, unmatched scenic routes and the freedom of a California road trip. It supports Visit California’s broader global brand platform, The Ultimate Playground, launched in 2024, which draws research from the National Institute of Play on the transformative power of play in travel.

“California is more than just a destination, it’s a playground that invites spontaneity, adventure and connection,” said Caroline Beteta, president and CEO of Visit California. “With Race Across California we’re providing our European travel trade partners with a fresh, playful discovery of the Golden State’s unparalleled natural beauty and the endless possibilities of a California road trip.”

The initiative will be held in partnership with key European airlines with Aer Lingus, American Airlines, British Airways, Condor, Norse Air and Tahiti Nui, as well as local DMO and attraction partners. This reinvention of the FAM trip model comes in response to industry demand for innovation.

Applications are now open:

Applications to get a place on the inaugural Race Across California are now open, and remain open until 16 August. Applications are open in each market (UK, Ireland, France, Germany and Italy) with recruitment campaigns happening in each.

To apply from the Republic of Ireland, simply log a booking with Aer Lingus and tell us why you would be the perfect applicant, using this form here.

Criteria to apply:

• Must have a valid driving licence and be eligible to drive in the USA
• Must be available 11-18 October 2025
• Must be open to joining a FAM-trip like no other and be open to ‘experiencing the unexpected’