Ctrip x Visit California Chinese New Year Campaign

Visit California and Ctrip are partnering to launch the 2025–2026 Chinese New Year Campaign, featuring the refreshed California Playful List and Ctrip Super Destination IP Promotion. This integrated program combines high-impact branding with direct product conversion through Ctrip’s premium channels.

The 2025–2026 Visit California Chinese New Year Campaign on Ctrip is designed to maximize destination and partner exposure during the most important outbound travel season in China. Anchored by the upgraded California Playful List and Ctrip Super Destination IP Promotion, this campaign positions California as the “Ultimate Playground” while driving measurable conversion through Ctrip’s vast digital ecosystem.

Each participating partner will receive a premium feature section on Visit California’s official Ctrip StarHub page, connecting Chinese travelers to partner POIs or product listings. The campaign will include both Visit California–funded and co-op placements across Ctrip’s most visible traffic touchpoints, including homepage feeds, search result pages and Super Destination showcases, with an estimated 30M+ total PVs.

The program highlights include:

• California StarHub Integration: A branded campaign hub featuring California’s iconic experiences with direct traffic to partner listings.
• Thematic Playlists: Placement within curated categories such as Hotels, Attractions, Theme Parks, Shopping, Restaurants and Destinations.
• Conversion-Oriented Links: All placements include direct booking links on Ctrip, converting awareness into sales.

Building on the success of last year’s campaign that saw 19 buy-in partners, 160M+ total impressions and strong double-digit YOY sales growth, this year’s initiative is expected to further strengthen California’s visibility and competitiveness in the China market.

Key dates:

• Enrollment deadline: Dec. 5, 2025
• Partner material collection: Dec. 8–23, 2025
• Campaign launch: Jan. 23, 2026

• High-impact exposure
  Reach over 30M impressions across Ctrip’s top channels during peak Chinese New Year travel planning.
• Seamless Brand Integration
  Be featured on Visit California’s Ctrip StarHub with direct links to your products.
• Conversion-Driven Results
  Turn awareness into bookings through themed playlists and direct conversion tools.