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:
- Life-size California Road Trip Monopoly
- Trade and media panels
- Dinner from Chef Ahn, a Korean three-star Michelin Chef
By the numbers
China
- 700+ one-on-one meetings conducted with trade and media.
- Two top influencers reached a combined audience of over 10 million followers.
- 12 leading Chinese media outlets and influencers participated.
South Korea
- 399 one-on-one meetings held with top travel trade and media professionals.
- 37 key travel trade companies and 27 major consumer and trade media outlets participated.
- 26 prominent influencers engaged, exceeding RSVP numbers.
- 33 media clippings generated, valued at over $500,000 in PR, with a social reach of 100,000+ and growing.
California partners
- Citadel Outlets
- Destination Irvine
- Disneyland Resort
- GOCAL, Ontario Convention Center, Toyota Arena
- Lake Tahoe Visitors Authority/Visit Lake Tahoe
- Los Angeles Tourism & Convention Board
- Mammoth Lakes Tourism
- Ontario Airport
- PIER 39
- Red and White Fleet
- San Diego Tourism Authority
- See Monterey
- Simi Valley Chamber of Commerce
- Simco Restaurant Group
- Universal Studios Hollywood
- Visit Anaheim
- Visit Fairfield
- Visit Greater Palm Springs
- Visit Napa Valley
- Visit Pasadena
- Visit Santa Cruz County
- Visit Tri-Valley
Program recap
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:
- Strong demand persists, though limited airlift and visa wait times are barriers.
- Growing interest in purpose-driven travel, including family, educational and luxury experiences.
- Digital platforms like Weibo and RED (Xiaohongshu) remain essential for engaging Chinese travelers.
- Influencers are critical in shaping travel decisions.
- Road trips, food & wine and outdoor adventures resonate with trade and media professionals.
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:
- The market is expanding, with 40% of Koreans now holding passports.
- There has been a rise in single-person households and unmarried individuals in their 30s reflecting a shift toward independent living and greater investment in personal travel experiences.
- Independent travel and premium experiences are on the rise as affordability continues to be important.
- Social media, particularly Instagram, is reshaping how travel content is consumed.
- California’s appeal as a road trip destination is generating excitement among trade and media.
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.