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
Representatives from China and France expressed a strong commitment to deepening bilateral cooperation across diverse sectors during an economic and trade forum in Lyon, France, on Thursday.
The event took place at the Chinese Consulate General in Lyon, bringing together scholars and representatives from business, finance, tourism, and other key sectors of both countries.
Lyon, a major industrial and economic hub in central France, has long served as a key player in China-France cooperation. Many attendees highlighted the city's historical and contemporary role in strengthening bilateral ties.
"The cooperation between Lyon and China has a long history, dating back to the days of the ancient Silk Road. Today, the newly established Sino-French Institute in Lyon further deepens mutual understanding between our peoples," said Philippe Valentin, president of the Lyon Chamber of Commerce and Industry.
French business representatives see immense potential for deeper cooperation between the two nations.
"China is today, I would say, the top in terms of automotive, in terms of innovation and new patents. And we are also looking for a lot of different skills and innovation to develop our development and collaboration in China," said Herve Vericel, vice president of Business Development and Advanced Engineering of Saint Jean Industries.
Chinese participants also expressed confidence in the future of bilateral cooperation.
"From aviation and sustainable development to infrastructure, China and France not only share extensive common interests, but also have their distinct advantages," said Zhou Mi, senior research fellow at the Chinese Academy of International Trade and Economic Cooperation under the Chinese Ministry of Commerce.
Yu Jiang, consul general of China in Lyon, underscored the growing momentum of people-to-people exchanges between the two countries.
"People-to-people exchanges between the two countries will become faster and more frequent, making our friendship stronger and more enduring," he said.
Lyon trade forum highlights deepening China-France cooperation
