Visit California Signs Historic Marketing Deal With Asia’s Largest Airline

Published on : Wednesday, October 19, 2016

Visit CaliforniaVisit California, the state’s industry-funded tourism board, today signed a historic $1 million marketing deal with China Southern Airlines, the world’s fourth-largest airline and the largest in Asia.


The strategic partnership will promote Chinese visitation to California by funding marketing programs in China. In 2015, California welcomed 1.1 million Chinese tourists who collectively spent a record $2.5 billion in the state.


The agreement is Visit California’s first cooperative marketing agreement with a Chinese airline and China Southern Airlines’ first deal with a U.S. destination. It will enable Visit California and China Southern Airlines to partner on direct-to-consumer, travel trade and public relations initiatives in China. The signing took place this afternoon at the San Francisco International Airport. (Photos available upon request.) This deal follows a Memorandum of Understanding signed by the two organizations in May 2016 at China Southern headquarters in Guangzhou, China.

“This deal marks an important milestone in strengthening the connection between two economic powerhouses — China and California,” said Caroline Beteta, president and CEO of Visit California. “Our investment in China is essential to ensuring California remains a top travel destination and that California’s tourism industry continues to thrive.”


Tourism is a key pillar of California’s economy, last year directly supporting more than 1 million California jobs and generating a record $9.9 billion in state and local tax revenue. Visitors from China play a significant role in fueling this growth. The joint marketing efforts with China Southern Airlines will increase visitation by boosting California’s visibility in China, particularly in the southern region of the country.


“Travel and tourism is one of California’s most significant and innovative industries that supports the state as a growing global economic leader,” said Assemblymember Kansen Chu (D-San Jose). “Smart partnerships, like the one announced today between Visit California and China Southern Airlines, will grow our tourism economy and support the California dream for years to come.”


Given the great economic power and untapped potential of Chinese visitors, Visit California’s investment in China has grown from half a million dollars in 2008 to nearly $10 million in less than a decade.


And with Chinese visitation to California projected to grow by double-digit percentages for the next several years, Visit California is hosting “Global Ready China” seminars across the state to provide cultural, sales and service trainings that highlight best practices for welcoming Chinese visitors. The next seminar is Wednesday, Oct. 26, in San Jose.
“California is rolling out the red carpet for Chinese travelers – and all those from around the world – so that all visitors can explore the Golden State and not only dream, but Dream Big,” said Beteta.


Visit California has successfully worked with other major airlines and travel providers over the years on similar marketing and promotional efforts in top global regions, including the United States (Southwest Airlines), Canada (Air Canada), United Kingdom (British Airways, Air New Zealand) and Australia (Qantas).


Source:- Visit California


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