Club California South Korea at California Wine Night

Club California is Visit California South Korea's signature travel trade engagement program, designed to connect California destinations with South Korean travel trade and media through destination education, networking and immersive California experiences.

This edition will be delivered in partnership with the California Wine Institute (CWI) as part of California Wine Night, highlighting California's premium travel experiences through the lens of the state's renowned wine and lifestyle.

For the September 2026 edition, Club California will be delivered in partnership with the California Wine Institute (CWI) as an exclusive private travel trade session preceding California Wine Night. Held in celebration of California Wine Month and California Wine Day, the program uses California wine as a storytelling platform to introduce the Golden State's broader premium travel experiences—from food and wine, arts and culture, coastal escapes and wellness to outdoor recreation and distinctive regional experiences.

The private Club California session will bring together approximately 40 invited travel trade professionals and media representatives, providing participating California partners with dedicated opportunities to share destination updates, strengthen industry relationships and inspire future California product development within the South Korea market.

Following the private session, participants will continue into California Wine Night, where they will join a broader audience of consumers, wine industry professionals, importers, influencers, media and California partners. Through California wine tastings, the Destination Discovery experience and networking opportunities, participating destinations will have additional opportunities to increase destination visibility while engaging with a wider audience interested in California's lifestyle, culture, food and wine, and travel experiences.

This collaborative format enables Visit California South Korea to leverage California Wine Night as an established California-focused platform while expanding Club California beyond a traditional trade event. Rather than positioning premium travel as a luxury offering, this edition highlights it through California's diverse destinations, authentic experiences and lifestyle. Partners are encouraged to showcase the experiences, products and stories that best represent their destination and resonate with South Korea's evolving travel market.

Participating partners will have the opportunity to engage directly with priority travel trade, media and industry stakeholders through destination presentations, networking and integrated event experiences, helping strengthen long-term partnerships while inspiring future California product development and destination awareness in the South Korea market.

• Inspire key travel advisors and media
  Invited advisors and media have large clientele and audiences, participating 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 and media.
• Visit California’s global investments
  Visit California’s global investments increase mindshare in markets, increasing overall visitation.