Visit California, known for its ‘Ultimate Playground’ brand, is launching a new campaign called ‘Play Your Way’ in partnership with the BYRDLI content creator platform. This initiative targets Australian and New Zealand travelers, offering them unique and bookable itineraries crafted by popular content creators Melizza Jimenez (@melizzajaunet) and Erin & Jackson (@thewaytowherever). Through their travel clubs on BYRDLI—an Australian-based platform powered by Agoda and HotelBeds—travelers can seamlessly book these itineraries, transforming inspiration into action.
The ‘Play Your Way’ campaign takes travelers on curated journeys through California’s most popular and picturesque destinations, including San Francisco, West Hollywood, Beverly Hills, Napa, Sonoma, Greater Palm Springs, Santa Barbara, and more. Whether you crave wine country adventures, beachside relaxation, or cultural immersion, the campaign caters to every traveler’s interests. Melizza Jimenez and Erin & Jackson provide authentic, real-time storytelling, creating a deep connection between travelers and the Golden State. Travelers can follow their exact journeys, staying at the same accommodations and visiting the same attractions, all while booking directly through the BYRDLI platform.
This partnership goes beyond mere travel inspiration; it transforms ideas into real-life adventures. As BYRDLI Co-Founder & CEO Vanessa Richards explains, “It’s about authenticity, trust, and the magic that happens when you experience a place through the eyes of someone who truly knows and loves it.” The initiative also includes a competition for Australian and New Zealand creators, offering them the chance to win a trip to California and experience ‘Play Your Way’ firsthand. Visit California’s President & CEO, Caroline Beteta, emphasizes the partnership’s importance in redefining travel experiences: “California’s playful, free-spirited attitude—paired with an abundance of experiences—creates the Ultimate Playground. Through this partnership, Australian and New Zealand travelers will have the opportunity to experience our state firsthand in a fun, fresh, and personal way.”
In a significant move towards safeguarding cultural heritage and addressing the growing concerns of overtourism, Accor has entered into a three-year partnership with the World Monuments Fund (WMF). This collaboration aims to protect important heritage sites globally while promoting responsible tourism development. By distributing visitor flows to less crowded destinations, the partnership seeks to mitigate the negative impacts of mass tourism on local communities and historical landmarks.
Accor’s partnership with the WMF is a direct response to the increasing demand for responsible travel solutions that protect both culture and environment. The initiative will focus on developing sustainable tourism in emerging destinations, ensuring the preservation of important historical sites like the Teotihuacan archaeological complex in Mexico. WMF CEO Bénédicte de Montlaur emphasizes the vital role of sustainable tourism in cultural preservation: “At WMF, we believe that sustainable tourism is crucial for the protection of cultural heritage. When tourism is managed responsibly, it not only preserves sites but also strengthens local communities by fostering socioeconomic growth.”
As part of the collaboration, Accor will support WMF’s efforts to train local communities and work with governments to develop tourism models that balance preservation with progress. This partnership will help ensure that cultural treasures are not only protected but also integrated into the broader context of socioeconomic growth.
The impact of overtourism has been felt in many popular destinations. Cities like Barcelona have seen mass protests during peak tourist seasons, with locals expressing frustration over the overwhelming influx of visitors. This partnership between Accor and WMF aims to tackle these challenges by promoting sustainable travel solutions. Accor Chairman and CEO Sébastien Bazin highlights the company’s commitment to responsible hospitality, noting, “Through this meaningful partnership, Accor is deepening its commitment to safeguarding cultural heritage while preserving the world’s most cherished destinations.” The first phase of initiatives under this partnership is scheduled to begin in 2025, marking a step toward ensuring that tourism benefits both travelers and local communities alike.
