Club California South Korea

As the Korean market's keystone training platform, the Club California program rides into 2025/26 as the main vehicle to inspire and engage with the travel trade.

On Oct. 28, Club California: Flavors on the Road will bring Visit California’s Playful Journeys campaign to life in Seoul through an immersive culinary and trade engagement experience. In collaboration with the Seoul Metropolitan Government and Taste of Seoul 2025, the program celebrates California’s dynamic food culture, road trip inspiration, and cultural connections with Korea’s top travel professionals.

Visit California Korea brings to life the essence of Playful Journeys campaign in Seoul through Club California: Flavors on the Road — an immersive trade engagement event designed to connect California’s culinary storytelling, road trip inspiration, and 2026 milestones with Korea’s top travel professionals.

Hosted in collaboration with the Seoul Metropolitan Government as part of Taste of Seoul 2025, this program will feature a cross-cultural culinary journey where California’s vibrant dining culture meets Seoul’s creative gastronomy scene. Thirty key trade and media representatives will be invited to experience an exclusive program that blends inspiration, collaboration, and authentic California flavor.

Highlights include Club California Partner Presentations, where participating California partners will share engaging updates on culinary offerings, road trip ideas, and milestone experiences; an interactive “Taste Truths & Tales Quiz” featuring partner-sponsored giveaways; and a signature California–Seoul inspired networking lunch, co-created by Chef Allen Suh (Restaurant Allen) and Chef La-Yeon (The Shilla).

Through this engaging culinary road trip journey, Club California positions California as a leading destination for food, travel, and cultural experiences — sparking new product development and deepening trade connections in Korea’s dynamic outbound market.

Each live event attracts over 110 tour operators and key travel trade media with a diverse partner lineup featuring 12-16 California destination and product partners. Webinars also anticipate over 100 participants tuning in live for each session.

As a partner, you’ll have the opportunity to highlight your region through presentations and guest engagement activities, inclusion in e-directory, and offer small giveaways and door prizes. Destination and product visuals will also be integrated into venue elements to enhance visibility.

• Inspire key travel advisors
  Invited advisors have large clientele and participate in an immersive event with high production values and engaging networking.
• Expert in-market support
  Visit California’s international offices are headed by leading in-market travel experts with deep industry and media connections.
• Affordable international marketing
  Generate bookings by many potential visitors by inspiring a small number of influential travel advisors.
• Visit California’s global investments
  Visit California’s global investments increase mindshare in markets, increasing overall visitation.