Trends Travel shows California’s luxury experiences for Chinese travelers

California’s luxury travel story continues to evolve alongside the changing preferences of Chinese travelers, and Visit California’s latest collaboration with Trends Travel (formerly National Geographic Traveler China) reflects that evolution.

Built on a decade-long partnership with one of China’s longest-running and most influential travel publications, the new co-op feature, “California: The New Luxury Escape,” centers on wellness, warm-weather escapes and slow-down culture.

Filmed across Greater Los Angeles, Greater Palm Springs and San Diego, the campaign highlights experiences increasingly sought by Chinese travelers, including outdoor living, cultural connection, wellness-focused activities and time spent in nature.

The campaign included a 12-page editorial feature, three short films and digital distribution across Trends Travel’s WeChat, Weibo and RED platforms. The content presents California as a destination where travelers can embrace movement, slow living, culinary wellness and the state’s natural landscapes.

From coastal retreats and open-air dining to desert settings and year-round sunshine, the campaign reflects the growing interest among Chinese travelers in experiences centered on personal well-being and meaningful travel.

As China’s outbound travel market continues to evolve, long-standing media partnerships remain an important way for Visit California and its destination partners to stay culturally relevant and strengthen connections with Chinese travelers.