China Market Profile

China has consistently been one of California’s most important international markets, historically leading in both overseas visitor volume and spending. This was supported by decades of brand investment and strong media and travel trade relationships. While recovery has faced hurdles, most notably limited airlift capacity, visa processing delays, and the complexities of the current geopolitical and economic climate, the market remains a high-priority for the state. As flight options gradually expand and accessibility improves, China continues to be an essential source of affluent, high-spending travelers who view California as the #1 North American destination for premium and experiential travel.

Today’s Chinese traveler is increasingly shifting away from traditional group tours in favor of independent, personalized, and luxury-oriented experiences. 

Driven by a tech-savvy younger demographic, trip planning and inspiration is dominated by mobile-first behaviors and social platforms like RED and WeChat, with an emerging interest in AI-driven tools and sustainable travel. To meet this evolving demand, the travel trade landscape is focusing more heavily on thematic products, such as family and road trip itineraries. Despite lingering challenges regarding airfares and global uncertainty, the market's strong traveler intent and aspiration for authentic California experiences suggest a steady trajectory toward recovery and long-term growth.

To learn about Visit California's approach to its global marketing strategy, view the current marketing work plan and strategic framework.