Tourism Industry Update

May 14, 2026

IN THIS ISSUE…

• Visit Santa Cruz County Staff Continues Annual Tradition of Lodging Outreach as Local Industry Reaches $1.4 Billion
• Hospitality Industry Honored at Tourism Awards Ceremony
• VSCC Participates in Two Springtime Domestic Media Events

Visit Santa Cruz County Staff Continues Annual Tradition of Lodging Outreach as Local Industry Reaches $1.4 Billion

Each hotel, motel, bed and breakfast inn, and vacation rental business throughout the region received a personal visit from a Visit Santa Cruz County (VSCC) staff member this month as part of an annual outreach effort during National Travel and Tourism Month.  On Tuesday, May 5th, VSCC continued its outreach efforts with “Lodging Meet and Greet” visits with all TMD members as a way for staff to connect with property owners and general managers and distribute a small gift, the VSCC countywide map, and collateral materials as the industry prepares for the start of the summer season.  

Leveraging the world-class soccer games coming to Levi’s Stadium this month and the local efforts to promote the matches and Santa Cruz County as an option for visitors seeking lodging and associated activations and watch parties, staff distributed soccer balls and sweets to partner properties during the property visits. 

The lodging meet-and-greet visits are also a way to celebrate the achievements of the local tourism industry. Visitor spending reached $1.43 billion in Santa Cruz County in 2025, according to a Dean Runyan Associates report released by Visit California. This figure tracks with steady economic growth, with a 1.6 percent increase over 2024 figures and consistent growth of 4.2 percent over the past ten years. 

Last year was the fifth consecutive year of tourism growth since the 2020 pandemic, a testament to the success of the local tourism industry’s innovative strategies designed to maintain Santa Cruz County’s market share of visitors. 

 The report further indicated that the tourism industry supported over 10,000 jobs locally.  

Hospitality Industry Honored at Tourism Awards Ceremony

Four individuals and hotels were celebrated during National Tourism Week, when Visit Santa Cruz County hosted the first annual Santa Cruz County Tourism Awards. Restaurateurs, hoteliers, local business owners, and elected officials gathered on May 7th at Hotel Paradox to officially honor these industry leaders.

One of the highlights of the event was keynote speaker Ryan Becker, Senior Vice President of Communications & Strategy for Visit California, who shared the state’s vision for the future and provided a statewide industry update. During the program, Visit California CEO Caroline Beteta was honored for her nearly three decades heading up the state tourism board’s efforts; Caroline will retire in fall 2026.

The following representatives were awarded in the categories below:

Lodging Property of the Year: La Quinta Inn & Suites by Wyndham, Santa Cruz

Consistently prioritizing guest comfort, service, and cleanliness at every touchpoint, the team at La Quinta Inn & Suites consistently delivers attentive, friendly, and responsive service that makes guests feel welcomed and valued. Staff are empowered to anticipate needs and resolve concerns quickly and professionally. This strong commitment to hospitality creates memorable stays and encourages repeat visits.

The property regularly assists with local events and provides lodging and support for the University of California, Santa Cruz, and first responders, including the Santa Cruz Fire Department. These efforts help strengthen relationships with key community partners and support essential local initiatives. Additionally, under the leadership of General Manager Herman Wuysang, who demonstrates strong civic engagement, La Quinta has established itself as a valuable member of the local community.

Lodging Leader of the Year: Herman Wuysang, General Manager of the La Quinta Inn & Suites by Wyndham, Santa Cruz

Herman Wuysang was recognized for exceptional leadership, fostering a strong team culture, driving operational excellence, and consistently delivering outstanding guest experiences. His strategic vision, adaptability, and commitment to developing others have resulted in sustained success for La Quinta. He is described as a trusted leader who inspires excellence at every level, encouraging staff to continue striving for greater guest service at the property.

Lodging Team Member of the Year: John “Rainbow” Dunleavy, Waitstaff, Hotel Paradox, Autograph Collection by Marriott 

Rainbow is synonymous with Hotel Paradox. His positive energy fills the hotel, as he greets internal and external guests with a smile and positive outlook. Rainbow always wants the best for the hotel and, most importantly, the guests.  He consistently seeks opportunities to improve the guest experience and takes feedback seriously. His professionalism toward guests and other team members is exemplary.

Hospitality Professional of the Year: Max Turigliatto, Owner, The Alley Oop

Local entrepreneur Max Turigliatto leveraged his experience in the cocktail lounge space to create something truly unique to Santa Cruz. Transforming a previously beloved, Irish-inspired bar into an upscale, retro-cool cocktail lounge with a speakeasy vibe in the appropriately-named Jazz Alley. The Alley Oop is the first of its kind in Downtown Santa Cruz, adding to the revivalist spirit of one of our most pedestrian-friendly shopping and dining areas. The Alley Oop, recently featured in the New York Times, has established itself as the go-to spot for a pre-performance craft cocktail during its short tenure

VSCC Participates in Two Springtime Domestic Media Events

To support Visit California’s critical part of the overall narrative during Brand USA’s celebration of America’s 250^th, and to recognize web traffic coming from the nation’s capital, VSCC staff participated in the first annual Media Event hosted by the state’s tourism agency in Washington, D.C.  And aligning with a robust interest from southern California, Santa Cruz County was also represented at the Los Angeles Media Event in late April.

VSCC Director of Communications Christina Glynn participated in both events, which elevated the visibility of Santa Cruz County hotels, restaurants, attractions, and state parks in the eighth- and second-largest media markets in the United States, respectively.

At the first event, a small but varied group of 10 delegates from around the state, representing Lodi, San Francisco, The San Francisco Peninsula, Pasadena, Oakland, Santa Barbara, Fresno County, Palm Springs and Marina del Rey were all in attendance with Santa Cruz County and provided a snapshot of what the state has to offer to visitors in the greater Washington, D.C. Area which included journalists, editors, freelancers and influencers from The District as well as Virginia and Maryland. One-on-one appointments were arranged based on a California Road Trip theme, enabling qualified media guests to orient to the destinations throughout the state.

The Los Angeles Media Event was held at Sony Pictures Studios in Culver City and enabled 42 California delegates to showcase their destinations to both traditional media and digital influencers from around the South Bay. The event provided 88 curated domestic and international media representatives with an inside look at the Golden State, featuring engaging networking opportunities all framed with California messaging.

The Cotoni-Coast Dairies National Monument, family-friendly activities, new restaurants, the Santa Cruz Riverwalk, and the expansion of Big Basin Redwoods State Park were all of interest to media attendees at both events.

Visit California hosts these media engagement platforms in major markets like New York City, Los Angeles, and San Francisco to expand domestic exposure for destinations seeking critical earned media coverage.