California Maintains Its Spot as America’s Top Travel Destination

Thursday, November 7, 2024

California is still America’s number one travel destination. This is best explained by Caroline Beteta, President & CEO, Visit California. In an exclusive interview with Anup Kumar Keshan, CEO and the Editor-in-Chief, Travel And Tour World, Caroline Beteta, President & CEO, Visit California shares her views on how California becomes America’s most loved travel destination.

She discusses strategies that keep California as America’s leading travel destination. She highlights record-breaking 2023 travel spending, reaching $150.4 billion, and introduces new campaigns like “The Ultimate Playground” and a 2025 road trip initiative to attract international visitors. California focuses on emerging markets like India, Canada, and South Korea, while aiming to revive tourism from China.

Sustainable tourism is prioritized through the Responsible Travel Code and partnerships such as Kind Traveler. Domestic travel trends reflect a shift toward exploring small towns, off-peak seasons, and unique landscapes. With international air travel resuming, Visit California collaborates with airlines to enhance connectivity, including direct flights from Shanghai to Los Angeles.

Additionally, Beteta emphasizes the importance of promoting lesser-known destinations like Sacramento and the Santa Ynez Valley for a well-rounded California experience.

With California being one of the top destinations for international travelers, how is Visit California planning to maintain and grow inbound tourism, especially in the post-pandemic era?

“California is still America’s number one travel destination.

“In 2023, travel spending reached $150.4 billion in California, an all-time high that surpassed pre-pandemic record spending. The state continues to be the largest, most diverse and most resilient tourism economy in the United States – and we’re not stopping there.

“In early 2024, Visit California launched its first new global brand platform in over a decade, The Ultimate Playground, inspiring travelers to rediscover play in the Golden State, and illustrating that California truly does offer something for everyone.

“In early 2025, the organization will also launch a new road trip campaign, showcasing the unparalleled natural beauty, local cultures, hidden gems and more found when hitting the open road in California.”

“Paired together, these two campaigns demonstrate California’s diversity and abundance, and highlight new ways for travelers to experience the Golden State.”

Are there any new or emerging international markets that Visit California is focusing on for inbound tourism, and what strategies are being implemented to attract travelers from these regions?

“International travel is exceptionally important to the state’s tourism economy because these travelers generally stay longer and spend more.

“Visit California is active in 13 international markets worldwide where we’re working closely with airline, trade, media and government partners to inspire visitation and streamline the travel process for prospective visitors.

“India, Canada and South Korea in particular continue to show opportunity for growth in visitation and market share.

“India, as an example, is the fastest growing outbound travel market due to a thriving economy, rise in the ultra-rich and strong middle class. As these travelers plan where to visit next, our work is to ensure that California product, inspiration and airlift meets them where they’re at while ensuring that our industry is prepared for their needs.

“Reviving inbound travel from China also remains a top priority for the organization, as it was the state’s largest overseas market pre-pandemic.”

As sustainability becomes a growing focus for global travelers, what initiatives is Visit California promoting to support sustainable tourism and eco-friendly travel experiences within the state?

“California is a leader in sustainability ,and it remains a core pillar of our marketing program, woven into all aspects of our efforts. 

“Visit California encourages responsible, sustainable travel in practice through our Responsible Travel Code which arms travelers with information to protect California’s valued and delicate beauty now and into the future.

“A specific program that reflects this priority is our partnership with Kind Traveler, which promotes regenerative tourism by funding local charities through hotel stays.

“We’re also in the process of finalizing both statewide and individualized strategic plans for each of the state’s 12 tourism regions, providing recommendations for sustainable growth strategies.”

How has domestic tourism evolved in California recently? Are there specific trends or destinations within the state that are seeing increased interest from domestic travelers?

“Domestic travelers generally have a deeper understanding of California and want to explore more of the state on repeat visits. Pair that with the recent trend of travelers seeking destination alternatives – destinations offering less crowds and more affordability – and it’s a winning combination for our small towns.

“With the unparalleled diversity of environments the state offers, visitors can find a destination within the state that rivals other popular destinations around the world. From the rolling hills in Vacaville rivaling Ireland’s to the Modesto almond blossoms mimicking the cherry blossoms in Japan, there is an abundance of destinations perhaps more unfamiliar, but just as iconic as what we are known for.

“In that same vein, shoulder season travel is also trending. Traveling between the peak and off-season allows visitors to skip crowds and feel like a local.”

With international air travel resuming, how is Visit California collaborating with airlines to promote California as a key destination? Are there any new routes or partnerships with airlines that will help boost inbound tourism?

“Airlift development is a top strategy across all our international markets.

“Visit California partners closely with airlines across the globe to develop new routes, improve connectivity and educate key stakeholders.

“In China, we have a longstanding partnership with United Airlines to improve connectivity and educate agents. Most recently, we hosted a dinner in collaboration with the airline to celebrate the resumption of direct flights between Shanghai Pudong and Los Angeles. The event brought together more than 30 travel and ticketing agents that were briefed on the new route and major updates happening around the region and state.” 

How have traveler preferences changed since the pandemic? What types of experiences or destinations are travelers now seeking in California, and how is Visit California adapting its marketing strategies to meet these evolving demands?

“Post-pandemic, we know travelers are looking for respite, time to play and the freedom to explore. California can offer that antidote for travelers with our abundance of experiences and you-do-you way of living.

“We have leaned into these notions post-pandemic to show travelers that no matter what they are looking for in a vacation, California has it, and our playful, accepting culture encourages visitors to chase it.

“Travelers can come to VisitCalifornia.com to discover their individual ‘play style,’ and be inspired by the regions and experiences that align with each style. This is designed to assist travelers with finding trip ideas that match their personality and eventually experience their own fun and free-spirited vacation in California.”

While cities like Los Angeles and San Francisco are major draws for visitors, what steps is Visit California taking to promote lesser-known destinations within the state? Can you highlight any regions or experiences that are poised for growth?

“While a gateway city like Los Angeles or San Francisco might be a starting or ending point, there is so much to explore in between. Road trips have been a cornerstone of Visit California’s marketing program since its inception as they encourage the discovery of lesser-known destinations throughout the state.

“Sacramento, for example, is under two hours from San Francisco and offers a burgeoning culinary scene plus growing entertainment options with the state-of-the-art Golden One Center in the heart of downtown.

“And while we’ve always been known for wine, the Santa Ynez Valley, just off iconic Highway 101 on the central coast, is filled with countless hidden gems, from Buellton to Solvang and more.”

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