This market profile offers a look at visitation and spending forecasts as well as current airlift conditions compared to pre-pandemic benchmarks. Consumer behavior data paints a current picture of trip consideration to the U.S., barriers to travel, preferred planning methods and traveler behavior. For additional research download the full market report.

• Relative to 2019, the China visitation forecast is expected to reach 45% in 2023, 75% in 2024 and 92% in 2025.
• China travel spending is forecast to recover to 49% in 2023, 81% in 2024 and 99% in 2025.
• As of December 2022, 4% of airlift from China to California has recovered.

Note: While Taiwan is included in marketing outreach, it is not part of the research below.

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Considering Travel to U.S. (Anytime, % of Pop 16+)

*Average of Visit California's international markets

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