Visit California Visits Beijing and Shanghai for an Invigorating Sales Mission

The mission provided crucial touchpoints to reconnect California partners with tourism industry leaders, exchange market intelligence and forge new partnerships with the cornerstone message that “everyone is welcome” in California.

The events planned across were designed to take advantage of the window of opportunity to reignite the Chinese market and promote all that’s new in California. 

Programming included: panel discussions, mega trainings, one-on-one meetings and VIP receptions in both cities. All the programs reached 100% attendance, training over 140 agents during the mega trainings and holding over 280 one-on-one meetings. The guest list included executives, product managers and agents from United Airlines, Utour Group, Ctrip.com, HCG Travel Group, China Tourism Group and more.

While the U.S. and China will approve twice the number of passenger flights currently permitted, the travel demand from this market is outpacing the current available non-stop flight capacity. In addition, there are also 160,000 visa applications awaiting processing and the U.S. Consulate is at capacity processing 1,000 U.S. visas a day. Even still, all participants showed a positive outlook on the recovery of California business and are eager to revisit the state for new ideas and resources but we know the road to recovery will be long given the current airlift and visa issuance pace.

The panel discussions focused on China market insights and outlook and the luxury landscape in China being facilitated by Visit California’s in-market Travel Trade Director, Kevin He and Account Director Gabriel Cai. The panels included industry leaders from CTG Travel, Virtuoso, a top influencer in-market and others that provided insights into the Chinese consumer and how they will be spending the accumulated 3 trillion yuan in excess savings built up during COVID and how their travel preferences have changed. The luxury Chinese consumer has been shown to have an increased emphasis on privacy, a strong pursuit of unique experiences and a desire to slow down and stay longer by the luxury Chinese consumer.

The day in Beijing was concluded with a VIP reception at the Deputy Chief of Mission’s private residence providing the opportunity to re-establish relationships with executives from the trade, airlines and car rentals.

Beyond the trade track, Visit California’s held meetings with the Ministry of Culture and Tourism, CAAC (Civil Aviation Administration of China), United Airlines, Ctrip and Mafengwo (social and content platform in China) opening up discussions about the opportunities and challenges within the market and paving the way for California’s reentry into the market. 

California will not be fully recovered until the return of the China Market. It’s forecasted to regain its top position as California’s number 1 overseas market with total spending of $1.45 billion in 2023 – even at only 45% of pre-pandemic visitation levels. While pent-up demand for travel to California is outpacing the current airlift infrastructure, California is primed with a variety of opportunities to welcome back the Chinese visitor.

View a photo gallery of the mission's highlights here.