Visit California has a new campaign, Joy Diversion, on it’s YouTube channel, a partnership with BAFTA award-winning presenter, author and disability advocate Sophie Morgan.
The three-part series showcases three Californian journeys, with new episodes premiering on August 4 and 11, supported through a marketing campaign, including paid social, media interviews and the creation of bespoke itineraries from tour operator partners.
Sophie, a judge in Selling Travel’s inaugural Travel for Every Body Awards (TFEB), an industry-wide initiative that recognises measures that make travel more accessible, was one of the first female wheelchair users to front major global broadcasts and is widely recognised as a trailblazer in inclusive travel media.
She said: “I truly believe that California is one of the most accessible destinations in the world, which is why I’m so excited to partner with Visit California on this epic road trip series.
“Since moving to LA, I’ve spent so much time exploring the state’s hidden corners with friends, old and new and I’ve been blown away by the diversity of the state. Joy Diversion is a love letter to those journeys. I hope it inspires people, of all abilities, to take their own road trip and feel that same joy, freedom, and sense of belonging.”
Sophie is joined by Jojo, her “best friend from the UK”; broadcaster, author and LGBTQ+ advocate Riyadh Khalaf; and Emmy-award winning TV presenter Emily Evans, for each leg of the journey.
Travellers can follow Sophie’s journey on the following itineraries, which are featured in the series:
Route: City to Desert – Recharging in Palm Springs, exploring the beauty of Joshua Tree National Park, and living like a cowboy in Pioneertown.
- Unwind at The Spa at Séc-he, a state-of-the-art tranquil haven for rejuvenation built around ancient Agua Caliente hot mineral springs
- Explore Joshua Tree National Park. Check out the otherworldly Cap Rock, a stunning geologic formation surrounded by Joshua tree woodland. This is one of the park’s most wheel-chair friendly trails and can be accessed via a verified ADA 0.4-mile loop on relatively flat terrain.
Route: Mountains to Lakes – Following Highway 395 from the snowy peaks of Mammoth Lakes to the serene shores of South Lake Tahoe.
- Try snowmobiling during the winter season at Mammoth Lakes, adaptive available through Disabled Sports Eastern Sierra.
Route: Vineyards to the Coast – Exploring the rolling wine country of Santa Ynez before unwinding in true luxury in Santa Barbara.
- Enjoy a wine tasting at Roblar Winery which offers an open-air patio and sweeping vineyard views.
- All activities and rooms noted in the itineraries above are certified ADA or wheelchair accessible, but due to everyone’s needs being different it is advisable agents contact providers for specifics.
The Joy Diversion series is one tool that will be used to help support agent education of road trips and accessible travel within California. Alongside this will be Club California training events, tour operator co-ops and activations.
The UK is one of California’s most important international markets: in 2024, 637,400 Brits crossed the Atlantic, accounting for $1.3 billion in visitor spend.
