The U.S. travel sector is actively tapping into the growing demand for outbound tourism from China, introducing new products and initiatives to attract more Chinese travelers.
According to the China Tourism Academy, Chinese outbound trips reached 130 million in 2024, highlighting a strong recovery and potential in the market.
To capitalize on this opportunity, Visit California, a nonprofit organization dedicated to promoting California as a premier travel destination, has unveiled new plans for business expansion in 2025.
"This year we're investing 7.2 million [U.S.] dollars across various channels such as brand, PR, trade and partnerships. We've recently just invested over 10 billion dollars on product upgrades, new hotels, attractions, and other experiences, really trying to communicate the strong commitment we have to the market," said Caroline Beteta, the President and Chief Executive Officer of Visit California in an interview with China Media Group.
Beteta emphasized California's efforts to enhance accessibility for Chinese travelers, including increasing direct flights and trying to streamline visa procedures.
"We have some good news with United Airline's expanding from Beijing to LA in 2025. In addition to that, we're working with government and federal partners to help alleviate some of the visa challenges in the market," she said.
U.S. travel sector eyes opportunities in growing Chinese outbound tourism
