Brand USA sales mission engages trade partners in South Korea and Japan

Visit California recently participated in the Brand USA South Korea and Japan Sales Mission, from July 20-25, joining more than 50 U.S. partners across both countries to promote travel to California and strengthen trade relationships in these key markets.

Spotlight on South Korea Held July 20–22, 2025, the Korea portion of the mission included three rounds of curated, seven-minute presentations reaching 70 trade professionals and 28 one-on-one meetings with Korean Trade representatives. These sessions provided an opportunity to spotlight what’s new in California, highlight milestone anniversaries and attractions, and emphasize key themes relevant to Korean travelers.

Engaging the Japan Market The Japan leg, held July 23–25, 2025, included 24 one-on-one meetings with travel trade professionals  and four educational presentations. Visit California highlighting new offerings across the state, the iconic California road trip, Route 66 experiences and other themes tailored to Japanese travelers.

Celebrating Partnerships in Tokyo The mission concluded with a California-themed closing dinner at the Andaz Tokyo Toranomon Hills, where 20 guests, including California partners, airline representatives and tour operators, gathered to celebrate the week’s success. The meal featured California-inspired cuisine and wine, reflecting the state’s culinary excellence and providing a memorable conclusion to the mission.

The South Korea and Japan Sales Mission continues to reinforce California’s standing as a top international destination and builds on long-standing relationships with two of the state’s most vital travel trade markets.