California lifestyle on display at Go Out Camp in South Korea

Tapping into South Korea’s passion for outdoor experiences, trendsetting brands and music-driven culture, Visit California strategically chose Go Out Camp, the nation’s premier outdoor lifestyle festival, to showcase California’s iconic road trips and laid-back lifestyle. Held March 28–30, 2025, and presented in partnership with General Motors, Hertz, United Airlines, the California Wine Institute and GoPro, Visit California hosted top travel trade professionals, media and influencers for a weekend filled with food, fun and California culture.

The adventure began before guests even arrived as trade and media were chauffeured to the festival in vehicles provided by GM, while influencers followed the next day. Each ride was infused with the spirit of California, featuring custom playlists from California partners, California-themed goodies, classic road trip snacks, and keepsake postcards, setting the tone for the weekend.

Upon arrival, guests were greeted in the Visit California Zone, a vibrant hub showcasing the best of California’s road trip culture, culinary diversity and signature sense of adventure. The experience kicked off with "California Calling," where attendees explored interactive exhibits powered by GM and Hertz, including hands-on demos of the Road Trip Hub, a smart planning tool designed to inspire bespoke journeys across the Golden State.

The first day spotlighted trade and media partners with "Club California," where 11 California partners got the opportunity to deliver 5-minute presentations offering new road trip itinerary ideas and destination highlights. A curated wine tasting, hosted by the California Wine Institute, offered a sensory journey through the wine countries of California. As the sun set, the "California Campfire Connection" blended authentic BBQ, storytelling and networking, culminating in the heartfelt “Love Letter to California” activity, where guests shared their ultimate California dreams.

The festival’s second day handed the spotlight to influencers. The highlight: the "Taste of Open Road Battle," where participants channeled California’s diverse culinary spirit in a live cooking competition judged by celebrity Chef Seakyeong Kim. The winner took home a round-trip ticket to California, courtesy of United Airlines, turning creativity into a real-life adventure.

As night fell, live performances by Korean Pop-stars BewhY, Paul Blanco, Bumsoo Kim, and Soyou set the stage for the "Sound of California" dance party, where top dancers were awarded GoPro gear for capturing the essence of California’s vibrant lifestyle.

The activation generated widespread buzz across Korean media and digital platforms, reinforcing California’s position as a WOW destination. With long-haul travel demand growing despite global uncertainties, Go Out Camp strategically leveraged cultural trends and premium brand partnerships to inspire Korean travelers to turn their California dreams into reality.