Multi-city mission reaffirms California’s commitment in China and Taiwan

Visit California and a delegation of 14 industry partners completed a multi-city trade mission across Taipei, Guangzhou and Chengdu from Nov. 14 to 20. The mission reinforced the state’s long-standing commitment to one of its most important international markets and helped advance recovery momentum heading into 2025. Across all three cities, the team engaged nearly 400 trade partners and participated in more than 770 scheduled one-on-one meetings that provided a strong platform to strengthen relationships, deliver product training and reestablish California’s presence in these cities.

The mission opened in Taipei with a series of high-impact engagements. Programming included a mega training with more than 100 agents, 1-1 meetings with top tour operators, an executive luncheon with Travel Quality Assurance Association where Visit California signed an MOU to increase the amount of California only products in Taiwan. The day was brought together with a California Night event with senior representation from across the market engaging them alongside partners. Discussions focused on enhancing the quality of California itineraries, exploring future air service opportunities and supporting the  return of travel from Taiwan.

In Guangzhou, the delegation connected with leading partners from the Greater Bay Area, one of China’s most dynamic outbound regions. Activities included targeted 1-1 meetings, market updates and a California Night gala for key decision makers. Conversations reflected strong interest in multi-generational travel, entertainment experiences, multi-city itineraries and self-drive programs as Chinese consumers continue to seek more premium and customized travel opportunities in the United States.

The mission concluded in Chengdu, which delivered the largest engagement volume of the trip. Partners from Chengdu, along with select Beijing and Shanghai operators, joined a series of trainings and business meetings that demonstrated strong demand to refresh and expand California product offerings. California Night brought together senior leaders from influential outbound brands for an evening that blended cultural elements, traditional Chinese games and a lively competitive rounds of mahjong.

With airlift slowly rebuilding and traveler confidence rising, the mission reinforced California’s leadership position in the region and laid the groundwork for sustained growth in 2025 and beyond. The strong turnout and depth of engagement underscore the opportunity to accelerate long-term recovery and reestablish California as the premier long-haul destination for travelers from Greater China and Taiwan.