Club California South Korea

As a key trade engagement platform in the South Korea market, Club California South Korea connects priority travel trade partners with California destinations through destination education, storytelling, networking and collaborative product development opportunities.

Centered around a “California Road Trip Journey” concept, the June 2026 activation will highlight California’s family travel appeal, iconic road trip experiences and lifestyle-driven travel through immersive presentations and destination storytelling experiences inspired by California’s renowned road trip culture.

Club California South Korea is a trade engagement and destination education program designed to connect California destinations and industry partners with key South Korean travel trade professionals through networking, storytelling and collaborative product development opportunities. Scheduled for June 2026, the program will bring together approximately 30 priority travel trade representatives, including major wholesalers, OTAs and retail travel partners, for a California-focused educational and relationship-building experience.

Centered around a “California Road Trip Journey” concept, the program will highlight California’s family travel appeal, iconic self-drive experiences and lifestyle-oriented tourism offerings that continue to resonate strongly within the Korea market. Through curated presentations, destination storytelling sessions and experiential networking opportunities, participating California partners will have the opportunity to engage directly with South Korean travel trade professionals while supporting future California itinerary and product development discussions.

As part of the activation, Visit California is also exploring the potential integration of cinematic documentary-style storytelling content inspired by California’s renowned road trip culture and scenic driving routes. With the recent reopening of Highway 1, the program presents a timely opportunity to spotlight California’s legendary coastal drive experience while introducing a broader range of road trip destinations and regional experiences throughout the state. Storytelling elements may feature scenic landscapes, coastal communities, culinary experiences, family travel moments and authentic lifestyle experiences that reflect California’s unique travel identity. Participating partners may also have opportunities to be naturally incorporated into destination storytelling and visual content integrations associated with the program experience.

Aligned with Visit California’s “Ultimate Playground” platform and broader “Playful Journeys” campaign direction, Club California South Korea is designed to reinforce California’s positioning as an inspiring, experience-driven and emotionally engaging destination for South Korean travelers while supporting continued trade engagement and market development opportunities in the country.

• Inspire key travel advisors
  Invited advisors have large clientele and participate in an immersive event with high production values and engaging networking.
• Expert in-market support
  Visit California’s international offices are headed by leading in-market travel experts with deep industry and media connections.
• Affordable international marketing
  Generate bookings by many potential visitors by inspiring a small number of influential travel advisors.
• Visit California’s global investments
  Visit California’s global investments increase mindshare in markets, increasing overall visitation.