California targeting Chinese consumers

Californians can take pride today in the launch of the first California brand marketing campaign to directly target Chinese consumers.


The Visit California announcement in China was part of the governor’s continuing Trade and Investment Mission.  We also named the Golden State’s first tourism ambassador from Mainland China, model-actress Gao Yuanyuan.


California has a once-in-a-lifetime opportunity to capitalize on the rapid growth in outbound tourism from China, which will be our top overseas market this year.  Chinese visitors will spend more than $2 billion here because they tend to stay longer and spend more than the average overseas tourist to the Golden State.  Visit California will invest $1.6 million this year on marketing activities in China to ensure that we continue to be their top destination in the U.S.


We find that visitors from China often are attracted here because of California’s image as a place and a state of mind like no other on Earth – a golden land where dreams come to life. They identify with the California spirit that inspires our unmatched creativity, innovation, imagination and vigorous quality of life.


The campaign we announced today reflects the primary purpose of the Governor’s trade mission — to build and strengthen the economic connection between California and China.  It also underscores the vital role of travel and tourism in the state’s economy.  The industry is an economic engine that brings more than $100 billion per year into a large cross-section of California businesses, generating $6.3 billion in state and local taxes, and directly supporting almost a million jobs.


Click here to learn more about the new California brand marketing campaign to attract Chinese visitors. And click here for facts and figures on the economic benefits to California from the travel and tourism industry.

Ed’s Note: Caroline Beteta is the president and CEO of Visit California.

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