California hits a home run in Japan

In a collaboration with Major League Baseball, Brand USA, Los Angeles Tourism & Convention Board and other U.S. destinations, Visit California hit a home run with Japanese travelers during the MLB World Tour: Tokyo Series. The global spotlight provided the perfect stage to position California as The Ultimate Playground, connecting baseball fandom with road trip adventures and cultural experiences only found in the Golden State.

The week-long activation featured four high-profile events, starting with the MLB Tourism & Hospitality Showcase at Cirq Shibuya on March 14. Thirty top Japanese tour operators gathered for a vibrant luncheon and destination training session. Visit California spotlighted the state's iconic road trips, including Route 66, and introduced its newly launched Road Trip Planning website, tapping into a growing demand for personalized, playful travel experiences.

Momentum continued with a VIP reception at Hotel Okura Tokyo, drawing 110 influential attendees from across the travel, airline and media sectors. The event reinforced California’s unique positioning at the intersection of sports, culture, and leisure.

Visit California also brought its signature spirit to the field during the MLB pre-season and opening games at Tokyo Dome. Alongside LA Tourism, the team hosted media, influencers and tour operators for an unforgettable experience that blended America’s favorite pastime with California dreaming. The opening game alone drew a record-breaking 25 million viewers, a clear sign of the event’s international appeal.

Further deepening strategic ties, Visit California joined a meeting at the U.S. Ambassador’s residence, highlighting tourism’s role in global diplomacy. Conversations centered on upcoming milestone opportunities, including the USA 250 celebration, FIFA World Cup and LA Olympics — all powerful platforms to elevate California’s global brand.

Media coverage of the MLB Tokyo Series appeared across Japan’s leading travel publications, including Travel Voice, Wing Travel Online and Travel Vision. Collectively, the earned coverage reached more than 255,000 industry professionals and consumers, with an estimated media value exceeding $15,000.

As 2025 unfolds, California continues to invite the world to play, transforming sports fandom into unforgettable journeys throughout the Golden State.