Aspire’s sister brand Connections is to host its fifth bespoke business and networking event on behalf of Visit California from March 7-9.

The California Luxury Forum, Powered by Connections will take place for the first time in northern California and will showcase the Golden State’s premium travel product to a selection of international and domestic luxury buyers.

The event will take place at the five-star Fairmont San Francisco and in the Napa Valley, using Connections’ model of facilitating business relationships through memorable shared experiences.

The forum is supported by brands including San Francisco Travel Association, Visit Napa Valley, Fairmont San Francisco, Pure Luxury Transportation, Presidio Trust, Giants Enterprises and Mintel.

Visit California chief executive Caroline Beteta said: “There’s nowhere better to celebrate the reopening of travel than in San Francisco, a city known for its intangible spirit of optimism and expression.

“We’re thrilled to partner with Connections once again. This meaningful trade programme engages leaders in luxury travel, an approach needed now more than ever as we restore travel spending in the Golden State.”

Greg Reeves, managing director of Connections, said: “We’ve seen over the past two years that nothing compares to the power of human-to-human connections, and for Connections Luxury, California has been among the most requested destinations to travel to post-pandemic.

“Hosting our fifth edition in iconic San Francisco will continue to engage, inspire and facilitate business relationships between our top-tier luxury buyers and this pioneering destination.

“The California Luxury Forum was the final event we delivered in-person in 2020. It seems fitting we kick off an exciting 2022 with California leading the way.”

The California Luxury Forum’s next edition will be hosted in October 2022 in San Luis Obispo County.

Connections is part of the portfolio of Jacobs Media Group, which also includes Travel Weekly, The Caterer, Travolution, Aspire and Dubai-based Connecting Travel.