Experts from around the world share what impacts global travel
California may be the ultimate playground, but the reasons people come from all over the world—or don’t in the numbers they did pre-pandemic in some cases—vary by region. Visit California’s Outlook Forum 2024 at The Westin Rancho Mirage Golf Resort & Spa in Greater Palm Springs last week uncovered the dynamics that appeal to visitors and what is holding some back. In-market managing directors for countries all over the world reported on trends in consumer sentiment, government policies and all-important airlift limitations.
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Asia
All eyes were on the Asia panel as gateway cities in particular were eager to hear when China visitors would be returning in pre-pandemic numbers.
China: Visit California Global Managing Director in China Michael Merner reported that the biggest growth is in millennials and Gen Z coming to California after the three years of lockdowns finally lifted. The difference is that they are not participating in group tours in as large of numbers. They are renting cars and going off the beaten path, past the gateway cities and they have money to spend so they are looking for four- and five-star hotels.
The luxury China market wants personalized and outdoor, active experiences. The challenge has been that the U.S. Department of Transportation has limited the number of flights into the United State from China. As that eases, it could not only help increase the ability to bring attendees to conferences from China, but other countries as well as Chinese visitors have been rerouting through neighboring destinations to get to their California events.
Japan: Visit California Global Managing Director in Japan Marjorie Dewey reported that when the MLB Dodgers signing pitcher Yoshinobu Yamamoto, it ignited sports fans all over the country and boosted Southern California tourism. There are still challenges with the Japanese economy and young people staying home, but an emphasis on Sister City relationships could help promote visits.
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South Korea: Visit California Global Managing Director in South Korea Irene Lee reported that the market there is fully recovered and airlift is higher than it has ever been to California. Experiential tourism is on the rise and people want to visit the places they see in movies like Barbie and The Beach Boys.
India: Visit California Global Managing Director in India Sheema Vohra shared that India was the first country to recover and is a young nation, digitally savvy with the highest use of social media, a desire to reward themselves and lots of direct flights to the West Coast. They are looking for immersive, unique cultural experiences.
Australia: Visit California Global Managing Director in Australia Jo Palmer predicted that 2024 will be the year of a travel recovery as the country struggles after restricting international flights initially. What flights were in place, were expensive, partly because of Chinese travelers bidding up demand. Pent-up demand and restored airlift will improve numbers. Focus on sporting culture and experiences she suggested to lure them to the U.S.
Europe
European residents are aligned with U.S. destinations around sports and entertainment, but vary in their dream event destination.
United Kingdom: Visit California Global Managing Director Jonah Whitaker named sports as the top tourism driver from England, Scotland, Wales and Northern Ireland with interest in NFL, MLB, NBA and the 2026 FIFA World Cup. Because the country is “enthralled” by American culture, music events and museums in big cities and local communities help make the trip more enticing.
Germany: Visit California Global Managing Director in Germany Martin Walter agreed that sports tourism from NFL games is huge. Authentic encounters, sustainability and premium travel are growing trends. What Germans really want is to be where no one else is. They want to go to remote places, historic sites, local festivals and they are planning trips online based on recommendations from influencers.
Italy: Visit California Global Managing Director in Italy Mia Hezi suggested promoting the culture of freedom and inclusivity, which creates an emotional connection. Personal experiences and storytelling are important to Italian visitors.
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Middle East: Visit California Global Managing Director in the Middle East Glenn Johston described a growing bond between United Arab Emirates, a diversified population that includes expatriates and is sponsoring an NBA Cup gave and creating packages so visitors can easily go both directions. In fact, their heavy investments in tourism infrastructure make them a major competitor for European and Asian visitors to the United States. When trying to appeal to possible attendees from these Muslim countries, visual content should avoid people or alcohol. Luxury accommodations and personalized itineraries are preferred. The average stay is 20 nights.
France: Visit California Global Managing Director Blaise Borezee updated the group that sustainable tourism is a major concern in France. New opportunities exist for slow travel and low-impact attractions. The Summer 2024 Olympics in Paris will boost inbound and outbound tourism, he predicted.
Nordic Countries: Visit California Global Managing Director in the Nordics Karin Gert Nielsen shared that independent travel designers are growing in popularity. Airlift expansion in Denmark, Finland, Iceland, Norway and Sweden allows for increased visitation and sustainable travel is also a priority.
North America
Mexico: Visit California Global Managing Director in Mexico Alex Pace took credit for being the number one market to the United States and California specifically. He saw an even more aligned year ahead with the peso up against the dollar and more disposable income available from the neighboring country.
Canada: Global Managing Director in Canada Julie Goergas warned that the economic outlook isn’t quite as rosy as Mexico right now because of a weak exchange rate, but it is more optimistic than it was in the fall and the good news is that Canadians are cutting back on little luxuries but they see travel as an essential luxury.
Overall, sports tourism, influencers, premium travel, sustainability and personalized experiences are common trends across markets.
