Club California China

Club California will continue as Visit California’s flagship travel trade engagement program across Greater China in FY26–27, expanding beyond traditional gateway cities into high-potential regional markets.

The program is planned for Beijing, Hangzhou, Chongqing, Guangzhou and Taipei. It will engage selected travel trade partners from at least 10 cities across Greater China. At each stop, approximately 10–15 qualified outbound tour operators, OTAs, luxury and tailor-made travel specialists, as well as high-end travel designers will join California destination partners for programs combining destination and product training, market-intelligence sharing, interactive networking and business matchmaking.

The program will give California partners direct access to influential trade partners and firsthand regional market feedback. It will also strengthen local partners’ California product knowledge, support the development or enhancement of differentiated itineraries, and generate new commercial opportunities.

• Expand regional trade reach
  Extend Visit California’s trade engagement beyond established gateway markets into surrounding high-potential cities across Greater China.
• Strengthen Chinese trade partner capability
  Improve participating Chinese trades’ knowledge of California industry partners, experiences and products, enabling them to develop, enhance and more confidently sell differentiated California itineraries.
• Support California partners
  Provide participating California destination partners with direct access to qualified trade partners, relevant market intelligence and actionable product feedback from different regional markets.
• Facilitate business connections
  Create meaningful face-to-face engagement between California partners and local travel trade professionals to encourage product development, commercial follow-up and long-term collaboration.
• Maintain California’s trade visibility
  Sustain California’s visibility, relevance and competitiveness among key outbound travel sellers through consistent, high-quality industry engagement across Greater China.