Visit California showcases The Ultimate Playground at Tourism EXPO Japan

More than 182,000 travel professionals and consumers attended the Tourism EXPO Japan 2024, held from September 26-29. The first two days were dedicated to business meetings with travel trade professionals. This was followed by a consumer day filled with interactive and cultural experiences, underscoring the theme “Travel, an Encounter with New Value Awaits.” With California’s sights set on establishing California as “The Ultimate Playground”, Visit California and partners made an impact on both trade professionals and consumers.

Visit California, together with LA Tourism, Yosemite-Mariposa County Tourism Bureau, and Visit Greater Palm Springs, attracted trade professionals and consumers alike to its vibrant booth, engaging in approximately 140 meetings with industry leaders, tour operators, and media. By connecting with new and existing partners, VCA reinforced California's image as "The Ultimate Playground" and further protected its top-of-mind status among Japanese travelers considering U.S. destinations. Discussions with key partners, such as Hankyu Travel International and Nihombashi Traveller’s Club, revealed a strong interest in expanding wine tourism and cultural tours throughout Northern California. Additionally, by emphasizing immersive experiences and the allure of sports and pop culture, Visit California successfully engaged both boomers and Gen X consumers, broadening California's appeal across diverse demographic segments.

As the Expo transitioned to the consumer day, the California booth transformed into an interactive experience featuring iconic visuals from across the state. Over 400 attendees participated in California-themed games, including cornhole and a beach-ball free-throw. The activities reinforced California’s identity as a vibrant and playful destination, while a Shohei Ohtani cut-out against a Hollywood backdrop delighted fans.

Tourism EXPO Japan was a powerful platform for Visit California to strengthen its brand and demonstrated why California remains the top U.S. destination choice for Japanese travelers.