California’s China-Based Tourism Offices Visit Golden State for Week of Learning

Published on : Tuesday, January 12, 2016

visit californiaVisit California is building on its investment in China this week by bringing its China-based team to Sacramento for strategizing, planning and knowledge sharing.


Thirteen tourism professionals from Visit California’s offices in Shanghai, Beijing, Chengdu and Taipei will spend several days working in Visit California’s Sacramento headquarters, then spend the weekend learning to be effective California brand ambassadors by experiencing the bounty of the Golden State for themselves. Their tour will take them throughout northern California, including stops at Lake Tahoe, Eureka, Redwood National Park and San Francisco.


“Chinese travelers spent $2.24 billion in California in 2014, an enormous contribution to our state’s economy,” said Caroline Beteta, president and CEO of Visit California. “Building a strong representative team in China will allow us to better connect with Chinese travelers and inspire them to dream big in California.”


Visit California markets the state as a premier travel destination around the globe, with offices in 13 countries. California remains the leading destination for Chinese travelers to the United States, with more than 1 million visitors annually.


This year, Visit California increased its investment in Chinese tourism by committing $9 million to marketing in China, an 80 percent increase from the previous year. Visit California expects Chinese visitation to California to grow by double digits every year through at least 2018.


To help prepare for the anticipated influx of Chinese travelers, Visit California last year launched Global Ready: China, an educational platform designed to prepare California’s tourism industry to better serve Chinese travelers. Eleven seminars were held throughout the state to help explain the subtleties of the market landscape, cultural nuances and how to effectively do business in the Chinese market.


Visit California is also preparing for its China Sales and Media Mission in April, where a number of industry leaders will attend travel trade and media events during five days of meetings and events in Shanghai and Beijing.


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