[Herald Economy=Reporter Kim Myung-sang] To celebrate Family Month, Visit California teamed up with the California Dairy Association for a joint media event that encouraged bringing travel moments into everyday life—and onto the family table. This year, Visit California is pushing visitation with three big draws: the 2026 FIFA World Cup in North America, Route 66’s 100th anniversary, and the full reopening of Highway 1.
Visit California and the California Dairy Association hosted the media event on April 30 at the Four Seasons Hotel Seoul. The gathering brought together top domestic media and influencers for hands-on programming highlighting family travel, food, and how trips can shape daily life. The event was part of Visit California’s global family campaign, Childhood Rules, and showcased why California is an irresistible family destination—think theme parks, natural playgrounds, cultural hotspots, and outdoor adventures.Visit California laid out three headline travel themes for 2026: the FIFA World Cup, Route 66’s centennial, and Highway 1’s full reopening.
The 2026 FIFA World Cup runs across North America from June 11 to July 19. California will host matches in Los Angeles and San Francisco—eight matches at SoFi Stadium in LA and six at Levi’s Stadium in Santa Clara (the Bay Area).
Route 66, which opened in 1926 and runs from Chicago to Los Angeles, turns 100 this year. The full route is about 3,860 km (roughly 2,397 miles), and California’s stretch is about 507 km (around 315 miles)—about 13% of the whole.The Pacific Coast Highway (Highway 1), one of the world’s most iconic coastal drives, had long been disrupted by landslides and other geological issues. Authorities have now reopened the entire route, restoring that classic, uninterrupted drive from San Diego north past San Francisco.
Son So-hyung, a director at Visit California, said, “Booking hotel packages on the tourism office’s site can save money and streamline planning. The World Cup, Route 66’s centennial, and Highway 1’s full reopening are three powerful reasons to visit California this year.”
The event also put the spotlight on family-friendly destinations. Pasadena, an arts-and-science hub near Los Angeles, boasts more than 300 sunny days a year. It’s home to the Rose Parade and the Rose Bowl, and hosts institutions like Caltech and NASA’s Jet Propulsion Laboratory (JPL). For stays, the city offers about 2,500 rooms, including the art-forward Hotel Dina.
Greater Palm Springs—a desert oasis made up of nine resort cities—draws roughly 14.4 million visitors a year. Top attractions include the world’s largest rotating aerial tram and The Living Desert zoo. In 2026, new developments are set to open, such as Cotino, a Disney-connected mixed-use community, and DSR Surf, a resort featuring a 6,700-pyeong surf lagoon (about 238,500 sq ft / 5.48 acres).Lee Hye-ryung, a director at Visit California, said, “Pasadena blends a laid-back vibe with big-city conveniences and a strong arts-and-science scene. Its walkable streets and year-round sunshine make it perfect for families. Greater Palm Springs offers everything from chill relaxation to desert hikes and stargazing—so travelers can pick the experience that fits them.”
The partnership with the California Dairy Association also dialed up the culinary angle. Cooking demos and art-cooking classes used California originals like Monterey Jack to show how travel-inspired flavors can land on your dinner table. Celebrity chef Sam Kim led a live demo, sharing dishes inspired by his California experiences.The California Dairy Association, founded in 1969 under the California Department of Food and Agriculture, reserves the Real California Milk certification mark for products made with 100% California milk. California ranks first in the U.S. for milk, butter, ice cream, and nonfat dry milk production, and ranks second for cheese and yogurt.
Yoon Hyun-jung, head of the California Dairy Association’s Korea office, said, “The Real California Milk mark—awarded only to products made with 100% fresh California milk—stands for quality and trust. We’re planning hands-on events so people can taste the rich flavors of California dairy for themselves.”
