Visit California, the official destination management organization for the state of California, hosted its third mission in India, Sept. 15-18, 2025, in Mumbai and New Delhi. The event brought together 25 California destinations and businesses, along with key travel trade and media from across India, to strengthen relationships, exchange product updates, and build stories and packages for the Indian traveller.
“This week’s mission reaffirms California’s enduring commitment to India and our promise that the Golden State will always welcome Indian travellers with open arms,” said Caroline Beteta, president and CEO of Visit California. “California’s tourism industry is committed to continuing a strong partnership with India and ensuring there are always unique, accessible options for Indian visitors. From iconic cities to hidden gems, the Ultimate Playground offers endless experiences for Indian travellers, and we look forward to sharing them for years to come.”
The California delegation included a diverse mix of California destinations, attractions and businesses, reflecting the breadth of experiences across the state:
- See Monterey
- SF Travel
- Mammoth Lakes Tourism
- Los Angeles Tourism & Convention Board
- PIER 39
- Universal Destinations & Experiences
- Citadel Outlets
- Visit Tri-Valley
- Visit Greater Palm Springs
- Simco Restaurant Group
- Grand Hotel/Cupertino Hotel & Vidovich Winery Silicon Valley
- Marina del Rey Tourism Board
- Santa Monica Travel & Tourism
- Visit Fairfield
- Visit Santa Cruz County
- Visit Lake Tahoe
- Disney Destinations
- Visit Fresno County
India continues to be one of California’s fastest-growing international markets. In 2024, the state welcomed 569,000 Indian visitors, a number expected to rise to 587,000 in 2025, an increase of 3%.
Pre-pandemic, Indian travellers spent $1.3 billion across California. In 2024, spending reached $1.4 billion and is projected to hit $1.5 billion in 2025. Strong air connectivity continues to support this growth, with direct flights from Air India to San Francisco from Mumbai, Bengaluru and Delhi, and additional connections via leading international carriers.
Recently, Visit California launched its new Playful Journeys road trip campaign to help inspire visitation from India. Aimed at igniting wanderlust, the brand platform celebrates the thrill of the open road, scenic drives, and the feeling of freedom unique to California. The initiative expands on Visit California’s global brand identity, The Ultimate Playground, introduced in 2024, which positioned the state as the top destination for free-spirited and fun-filled travel.
