Strategic India mission positions California for long-term tourism growth

Visit California completed a successful Trade and Media Mission to India from Sept. 14–18, 2025, reinforcing the Golden State’s commitment to deepening engagement in one of the world’s fastest-growing outbound travel markets. 

The mission brought together 24 California partners and more than 190 trade and media representatives from across India, with 1,800 one-on-one appointments over three days in Mumbai and Delhi. 

The Mumbai program opened with a delegate briefing and panels focused on the luxury travel sector and the influence of film and entertainment on consumer behavior. Media delegates visited Condé Nast offices to meet editorial teams from leading publications while trade delegates participated in a full day of business appointments. The evening concluded with a VIP networking dinner featuring a Bollywood-inspired Sangeet performance by the California delegation. In Delhi, the mission began with an aviation panel discussing the future of aviation in the market. Subsequent trade and media tracks included editorial meetings with top outlets such as Esquire, Robb Report and Global Spa, followed by one-on-one business appointments. The closing reception brought together industry stakeholders, U.S. Embassy representatives and media.

The mission highlighted significant opportunities for California. Indian travelers are increasingly independent and sophisticated, favoring FIT travel, longer booking lead times and authentic local experiences. Tier 2 and 3 cities are emerging rapidly, with distinct buying patterns and growing demand for destination content. Visa wait times and clear transportation information remain key barriers. On the media side, India’s young population is video-first, with Instagram and YouTube driving discovery while print remains aspirational. Micro-influencers and cultural storytelling resonate strongly. Aviation continues to expand rapidly, with India now the world’s third-largest aviation market and significant growth in premium cabins, signaling opportunities for future visitation through expanded direct airlift.

With more than 5 million Indians currently holding 10-year visas and strong repeat visitation trends, California is well positioned to capture demand from a confident and globally minded traveler base. Continued trade, media and aviation engagement will be essential to growing visitation and strengthening California’s competitive edge in this dynamic market.