Weibo names California one of its most influential outbound destinations

Weibo has recognized California as one of its Most Influential Outbound Destinations 2024, placing the Golden State alongside Australia, France, Japan, Switzerland and Thailand. California was the only statewide destination honored, underscoring its strong brand presence and lasting appeal in the China market.

The award was announced at Weibo’s annual tourism event in Luoyang, Henan Province, a historic city with more than 5,000 years of cultural heritage. The event celebrated destinations and organizations shaping the future of China’s inbound and outbound travel through innovative and impactful engagement.

The recognition highlights Visit California’s long-standing partnership with Weibo Travel, which has spanned more than a decade. By maintaining a consistent presence through social storytelling, content creator collaborations and in-market support, Visit California continues to inspire Chinese travelers to explore the Golden State.

Notably, the other destinations named have all experienced full restoration of direct air service from China. California’s inclusion reflects the effectiveness of sustained brand activity and visibility, even as direct flights gradually return.

With social media playing a central role in how Chinese consumers discover destinations, plan itineraries and share experiences, this honor reaffirms Visit California’s commitment to delivering culturally relevant content that motivates travelers and keeps California top of mind.