The U.S. travel industry is responding to the surging demand for outbound tourism from China, rolling out new initiatives and products aimed at attracting more Chinese visitors.
The China Tourism Academy reports that Chinese outbound trips are set to reach 130 million in 2024, signaling a robust recovery and strong potential within the market.
To seize this growth opportunity, Visit California, a nonprofit organization focused on promoting the state as a premier travel destination, has outlined plans for significant business expansion in 2025.
In an interview with China Media Group, Caroline Beteta, President and CEO of Visit California, shared the organization’s commitment to the market. “This year, we are investing $7.2 million across multiple channels, including brand marketing, public relations, trade partnerships, and more. We’ve also invested over $10 billion in product upgrades, new hotels, attractions, and unique experiences,” she said. “These investments reflect our strong dedication to welcoming Chinese travelers.”
Beteta also highlighted the steps California is taking to improve accessibility for Chinese tourists, such as increasing direct flights and easing visa processes.
“We have some exciting news: United Airlines will expand its services from Beijing to Los Angeles in 2025,” she added. “Additionally, we are collaborating with government and federal partners to address some of the visa challenges in the market.”
