California’s Playful Journeys: A New Way for Indian Travellers to Explore

Published on September 22, 2025

To strengthen its foothold in the ever-growing Indian market, Visit California just wrapped up its third successful trade and media mission in India, which took place from September 15 to 18, 2025, in the bustling cities of Mumbai and New Delhi. The program hosted 25 California destinations and companies, allowing them to meet with key Indian travel agents, tour operators, and journalists. The mission focused on deepening connections, sharing the latest developments across the Golden State, and curating exciting travel options specifically for Indian holidaymakers.

India continues to be one of California’s fastest-growing international markets. In 2024, the state welcomed 569,000 Indian visitors, with projections indicating a 3 percent increase to 587,000 in 2025. Correspondingly, spending by Indian travellers has risen from USD 1.3 billion pre-pandemic to USD 1.4 billion in 2024, with expectations to reach USD 1.5 billion in 2025.

Strengthening Partnerships and Showcasing California’s Diversity

The mission featured a diverse delegation representing various facets of California’s tourism industry, including destinations such as Los Angeles, San Francisco, Santa Monica, Monterey, and Greater Palm Springs. Prominent attractions like Disney Destinations, Universal Destinations & Experiences, and PIER 39 were also part of the delegation. Other participants included Visit Lake Tahoe, Visit Fresno County, Citadel Outlets, Visit Tri-Valley, Visit Fairfield, Santa Cruz County, Mammoth Lakes Tourism, and Marina del Rey Tourism Board, alongside hospitality and winery partners.

These engagements aimed to deepen relationships with Indian travel trade professionals and media, share product updates, and develop new travel packages tailored to the Indian market. By highlighting California’s diverse experiences, from iconic cities to hidden gems, the mission sought to position the state as a premier destination for Indian travellers.

Enhanced Air Connectivity Facilitates Growth

A key factor contributing to the growth in Indian visitors to California is the strengthened air connectivity between the two regions. Air India operates non-stop flights to San Francisco from Mumbai, Bengaluru, and Delhi, supplemented by additional routes via international carriers. This enhanced connectivity facilitates smoother travel for Indian tourists, making California more accessible and attractive as a destination.

Playful Journeys Campaign: Inspiring Exploration

In parallel with the mission, Visit California launched its Playful Journeys campaign in India, designed to inspire exploration of the state’s diverse landscapes. The campaign encourages Indian travellers to embark on road trips, discover scenic routes, and experience the freedom and adventure that California offers. This initiative complements Visit California’s global brand platform, The Ultimate Playground, introduced in 2024, which positions the state as a destination for free-spirited, adventure-filled travel.

The initiative to enhance tourism accessibility also includes sustainable travel options. With a focus on eco-friendly tourism, Visit California is promoting sustainable practices in tourism, encouraging Indian travellers to enjoy the state’s natural beauty while reducing their carbon footprint. As California continues to grow as a global tourism leader, the state’s strategic partnerships with Indian travel trade professionals ensure that the Indian market remains a top priority.

Looking Ahead: A Promising Future

The successful completion of the third India mission underscores Visit California’s commitment to strengthening its ties with the Indian market. With projections indicating a steady increase in Indian visitors and spending, coupled with enhanced air connectivity and targeted marketing campaigns, California is poised to continue its growth as a top destination for Indian travellers.

To stay ahead in the changing world of travel, programs such as the Playful Journeys campaign, along with strong partnerships with Indian travel agents and media, will be key to keeping California attractive to Indian visitors. These efforts help us showcase new, fun experiences while maintaining the state’s unique charm, ensuring we not only keep Indian tourists interested but also encourage them to explore further.