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Trade and media mission inspires China and South Korea to play in California

By Jocilyn Schumacher 12/09/2024

Visit California and a delegation of 23 business and destination partners covering the state traveled to Beijing, China, and Seoul, South Korea, for a Trade and Media Mission Nov. 18-22, 2024. The mission brought together nearly 200 travel trade professionals, media and influencers across both markets to showcase California’s "Ultimate Playground" through relationship-building activities, one-on-one meetings and interactive events.

The mission included a variety of events in each city, providing California partners with multiple opportunities to engage with top trade and media executives and deepen these important relationships. Highlights included:

By the numbers

China

South Korea

California partners

Program recap

China & South Korea Mission In Text

The mission in Beijing and Seoul brought California’s "Ultimate Playground" to life through a variety of engaging trade and media activities designed to strengthen relationships and showcase the state’s travel offerings. Delegates began with market briefings that provided valuable insights into evolving traveler preferences in both China and South Korea. Panel discussions featured industry leaders addressing market trends, digital strategies and storytelling techniques to better connect with audiences in these regions.

A highlight of the mission was the one-on-one meetings, where California partners had the opportunity to directly engage with trade professionals, media representatives and influencers, fostering meaningful connections and future collaboration. Interactive events like a California Road Trip Monopoly Game in Beijing and a VIP dinner with Chef Ahn, a Korean three-star Michelin Chef in Seoul, added a playful element that captured the spirit of the state. Networking receptions and themed meals created additional opportunities to build relationships while celebrating California.

Market insights

China

China remains a vital market for California. With an average spend higher than any other international market, China’s return is pivotal to the recovery of the state. However, challenges such as limited airlift and lengthy visa processing times have delayed full recovery from this market. Visit California’s presence in China through missions like this ensures that the Golden State remains top of mind, fostering relationships and showcasing the new experiences awaiting Chinese travelers. These efforts are vital to achieving a complete recovery for California’s tourism industry.

The mission highlighted significant opportunities and challenges below:

South Korea

South Korea is a growth market for California and a key focus for expanding international visitation. With nearly 40% of South Koreans now holding passports and an increasing interest in international travel, this market presents significant opportunities for the state. California already enjoys strong visitation from South Korean travelers, particularly to gateway cities like Los Angeles and San Francisco, but expanding awareness of lesser-known regions and experiences is essential to broadening market share. Visit California’s efforts in South Korea, including missions like this, ensure the state remains top of mind. These efforts are critical to driving longer stays, higher spending and greater regional dispersion among South Korean visitors.

This mission highlighted significant opportunities and challenges below:

Both markets emphasized the importance of tailoring itineraries and leveraging digital-first strategies to reach younger, experience-driven travelers. Visit California remains committed to fostering partnerships and remaining top of mind for consumers in these markets.

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