With the support from United Airlines, Visit California, Sonoma County Tourism, Visit Napa Valley and South Lake Tahoe, SF Travel, SFO and Brand USA hosted a San Francisco-themed event in Melbourne on 22 October to celebrate the launch of the new United Airlines direct flight between the two cities. The first flight from Melbourne departs on 31 October, 2019 and will operate three days a week every Monday, Thursday and Saturday until further notice.