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The Greater China Mission, held November 13-20, brought Visit California delegates to Taipei, Guangzhou, and Chengdu to reconnect with key partners and strengthen California’s presence in the region. The mission opened in Taipei with a welcome dinner and a sales day featuring mega training and meetings with top trade partners. Delegates then continued to Guangzhou for additional training, networking, and valuable market insights. The trip wrapped up in Chengdu with productive meetings and engagement with partners across western China. Throughout the week, the mission reinforced relationships and highlighted new opportunities for collaboration across Greater China.

San Diego bay skyline

Stock image by LeoPatrizi taken in Venice Beach, CA, in April 2018.
4 friends roller-skate along Venice Beach in Santa Monica, CA during sunset.

Photo used for IPW Bear. Skiing in the downhill position.

Assets from Facing Waves “Kayaking Northern California” episode, airing in summer 2024.

Visit California's marketing renewal passes with record turnout

The record-setting 98.3% approval rate is a clear mandate from the industry

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Outlook Forum and Winter Board Meeting 2026

Outlook Forum unites California’s tourism industry for three days of networking, education and inspiration

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Global Leveraged Media Co-op registration open

Apply now for the current media flight

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Hays Travel UK marketing partnership

Participate in a digital spring campaign with U.K.'s largest independent travel agency

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Destination stewardship: California leads the way

Read Visit California’s guide to GSTC, the global standard for sustainable practices

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Driving demand for California travel

Marketing effectiveness (FY23-24)

$31.5 billion incremental spend

Visitor spending to tourism businesses across the state

The Ultimate Playground (FY23-24)

92.7 million households reached

Bringing travelers to your business

VisitCalifornia.com (FY23-24)

3 million handoffs to partner websites

Sending leads your way

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Leverage content, research and networking initiatives that put California’s tourism industry first.

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Boost your tourism program

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National Parks update: Changes for non-U.S. residents

CEO Update: Renewal passes with record turnout

Market spotlight: Mexico

California named best family destination by Travel and Leisure India

Snow Summit connects ski industry leaders with key state agencies

CEO Update: Five years of progress for California’s meetings and events