Club California China

Club California is an international training series and educational platform designed to engage and motivate travel advisors and tour operators to develop and sell California product. Participating partners receive dedicated opportunities to address international audiences directly or through in-market representation. Programs are cost effective, giving California partners of all sizes an opportunity to increase international business.

Seminars are held in California’s highest spending international markets where travel advisors influence consumer booking decisions. Advisor education is a proven pillar of travel trade marketing, as it builds familiarity and trust. Advisors are much less likely to risk their reputation with their clients by booking unfamiliar destinations — and overseas advisors may simply not know about many of California’s hidden gems.

Club California is set to deliver an unforgettable showcase across Greater China, offering a dynamic new format that channels the energy, diversity and creative spirit of California directly into the heart of the travel trade.

This year’s trainings will stop in Beijing, Shanghai, Guangzhou, Chengdu and Taipei, engaging the region’s most influential outbound tour operators, OTAs, and key tailor-made and luxury industry professionals. In each city, 10 to 15 handpicked local partners will be invited to participate in an exclusive evening alongside 10 California destination partners — an inspiring platform to exchange ideas, deepen understanding and explore new business opportunities.

These are far more than traditional training events. Each stop will deliver a vibrant, content-rich experience, filled with color, interaction and fun. Trade guests will rediscover what makes California truly one-of-a-kind.

The event format blends immersive storytelling, market-driven insights and engaging, hands-on activations. Attendees will also enjoy a California-inspired surprise moment, reflecting the Golden State’s signature creativity, inclusivity and adventurous spirit.

• Inspire key travel advisors
  Invited advisors have large clientele and participate in an immersive event with high production values and engaging networking.
• Expert in-market support
  Visit California’s international offices are headed by leading in-market travel experts with deep industry and media connections.
• Affordable international marketing
  Generate bookings by many potential visitors by inspiring a small number of influential travel advisors.
• Visit California’s global investments
  Visit California’s global investments increase mindshare in markets, increasing overall visitation.