Born to Explore & More: A Curated Destination & Trade Experience

Designed for travel advisors who specialize in luxury, experiential, and customized travel, this elevated event connects you with premier suppliers, destinations, hotels, DMCs, and tourism partners from around the world.

Whether you are an established luxury advisor or actively growing your premium travel business, this event provides unparalleled access to the industry's most sought-after suppliers, destinations, and relationship-building opportunities.

Why Attend

Pre-Scheduled 1:1 Appointments
Connect directly with luxury travel partners through up to 24 pre-scheduled meetings designed to maximize productivity and create meaningful business opportunities.

Curated Conversations
Participate in intimate, topic-driven discussions with industry peers and suppliers, fostering collaboration and insights in a more personalized setting.

Destination & Product Discovery
Explore the latest luxury hotels, cruise products, destinations, experiences, and travel innovations through dedicated showcases and partner-led sessions.

Immersive Experiences
Engage in thoughtfully designed activations—including culinary, wine, wellness, cultural, and content-creation experiences—that bring destinations and brands to life.

Industry Insights
Gain valuable knowledge from expert panel discussions and breakout sessions covering emerging trends, consumer preferences, and business growth strategies.

Interactive Trade Show
Meet face-to-face with a curated collection of global travel partners representing some of the most sought-after luxury travel experiences in the world.

Elevated Networking
Enjoy hosted breakfasts, lunches, premium break experiences, the ASTA PAC Cocktail Hour, and exclusive Dine Around Santa Rosa opportunities that encourage authentic relationship-building.

Event Inclusions

• Access to luxury travel suppliers and destinations
• Up to 24 pre-scheduled one-to-one meetings
• Curated breakout sessions and small-group discussions
• Industry panel discussions and presentations
• New product and destination discovery
• Hosted breakfast and lunch each day
• Elevated networking breaks
• ASTA PAC Cocktail Hour
• Dine Around Santa Rosa opportunities
• Immersive experiential activations
• Exclusive FAM opportunities

This is more than a trade event—it is a curated luxury travel marketplace where relationships are cultivated, partnerships are strengthened, and new business opportunities are created.

Space is limited. Reserve your place among the San Francisco Bay Area’s most influential luxury travel advisors and industry partners.

We are excited to welcome you to the San Francisco Bay Area ASTA Chapter’s two-day event, taking place November 12–13, 2026, in beautiful Santa Rosa, California.

To ensure you receive our special event room rate, please reserve your hotel accommodations as soon as possible using the booking link below:

Hotel Reservation Link:
https://www.hilton.com/en/book/reservation/rooms/?ctyhocn=STSUNUP&arrivalDate=2026-11-11&departureDate=2026-11-13&groupCode=90Q&room1NumAdults=1&cid=OM%2CWW%2CHILTONLINK%2CEN%2CDirectLink

Airport

For convenience and ease of travel, we recommend flying into Charles M. Schulz–Sonoma County Airport (STS), located just minutes from the event venue and host hotel.