Tourism Industry Update

Santa Cruz County Tourism Industry Recovers to 135 Percent Over Pre-Pandemic Levels, Largest Post-Pandemic Recovery Rate in California

As the tourism industry in the United States prepares to celebrate National Travel and Tourism Week, Visit Santa Cruz County (VSCC) is releasing economic and recovery figures for 2023. National Travel and Tourism Week, May 19 – 25, 2024, promoted by the U.S. Travel Association, recognizes the tourism industry and the communities across the nation that help promote travel while highlighting the economic benefits created by tourism and travel.

Tourism was instrumental in not only the success of the local economy last year, but with post-pandemic recovery efforts. According to the Dean Runyan Associates report released recently by Visit California, visitor spending reached $1.4 billion in Santa Cruz County in 2023. This figures tracks with steady economic growth, showing that the local tourism industry had recovered to 135 percent over 2019 pre-pandemic levels, which is the highest post-pandemic recovery rate of any county in California.

Santa Cruz’s recovery index was 98 percent recovered in 2021, and 126 percent recovered in 2022. The report further indicated that the tourism industry supported over 10,000 jobs locally.

Last year was the third consecutive year of tourism growth since the pandemic, a testament to the success of the industry’s innovative strategies designed to maintain California’s market share of visitors. The local tourism industry grew by 6.6 percent over 2022 figures.

Statewide, California continues to have the largest market share of tourism in the nation, with travel spending reaching an all-time record high of $150.4 billion last year. The state has maintained its position as the world’s fifth largest economy.

State and local tax revenue generated by tourism reached nearly $123 million in Santa Cruz County in 2023, providing communities with the resources to thrive.

According to Visit California, without the tourism industry, every household in Santa Cruz County would need to pay an additional $1,311 in taxes each year.

  

Santa Cruz County Represented at San Francisco Media Event

VSCC Director of Communications Christina Glynn and 38 other California destinations and attractions gathered on April 11^th for the Visit California San Francisco Media Event. Hosting over 100 qualified journalists, editors, freelance writers, and social media influencers, this signature event held every 18 months is a key way for VSCC to connect with Bay Area traditional and non-traditional media under one roof. Central to the event was Visit California’s new campaign theme, which was evident throughout the evening. 

Leaning into the Playground California themed event, each guest was encouraged to take the California Play Style Quiz, helping to inform themselves and other as to what form of play is best suited for their personalities, which can have an effect on travel activities and trip planning. This casual, play-centric format fostered a casual atmosphere where attendees were encouraged to network with delegates.  

Representatives from Marin Magazine, Nob Hill Gazette, KGO-TV, East Bay Times, Diablo magazine, AFAR, Smart Meetings, and freelance writers from other media outlets were in attendance. As part of a well-timed familiarization tour hosted by the state, a dozen international journalists from Australia, the UK, Germany, Mexico, France, India, Italy, and the Middle East spent their final evening in California at the event, networking with destinations and attractions. 

Christina shared information and story ideas about the Giant Dipper Roller Coaster’s 100^th anniversary, state park news about the reopening of Demonstration State Forest and additional acreage at Castle Rock State Park, new hotel renovations at Hotel Paradox, Chaminade and Marea Sol, information about new public art installations, and news on the food and drink scene like Pretty Good Advice and Ashby Confections opening second locations in Downtown Santa Cruz, Bonny Doon Vineyards’ paper wine bottles, and other happenings.  

In-person media events in targeted markets are critical for Santa Cruz County to stay relevant and top-of-mind with journalists in an increasingly crowded and competitive media landscape.    

 Visit Santa Cruz County Hosts International Travel Trade, Media Representatives

Leveraging the Playground California statewide tourism campaign, VSCC welcomed 20 international tour operators and media on one of six post-IPW fam tours following the travel industry’s premiere event. For the first time in over a decade, more than 5,700 delegates, including 2,000 buyers and media from nearly 70 countries, traveled to the Golden State for IPW Los Angeles. The last time IPW was held in California, the state hosted 19 post-IPW fam tours; with only six planned for 2024 Santa Cruz kicked off the Bay Area or Bust tour on Wednesday, May 8^th – the morning after IPW concluded. 

VSCC staff met the group at Capitola Village’s Shadowbrook restaurant following their arrival at nearby San Jose Mineta International Airport. After a welcome lunch and walking tour of Capitola Village, the group traveled to Nicholson Vineyards in Corralitos for wine tasting and pie from Gizdich Ranch. A walk around the Redwood Loop Trail at Henry Cowell Redwoods State Park was next, after which the group walked to Roaring Camp Railroads for a photo op with the Dixiana and panning for “gold.” The group were treated to a champagne welcome at the Hotel Paradox and freshened up before their group dinner at Venus Spirits Cocktails + Kitchen on the westside. The next morning, a tour of the beach area, including a stop at Steamer Lane, the Santa Cruz Surfing Museum, and the wharf, rounded out the visit with a stop at the Santa Cruz Beach Boardwalk to ride the Giant Dipper Roller Coaster as the grand finale before departing to their next stop in San Mateo County. The group ended the Bay Area or Bust tour in San Francisco. 

During IPW, Flavia and Christina hosted an intensive combined three days of pre-scheduled appointments with tour operators and media representatives, discussing new hotel products, restaurants, attractions, arts and culture, farm-to-table experiences, and state parks.  Focusing primarily on Santa Cruz County’s target international markets – the UK, Germany, Canada, and Australia – VSCC representatives met with tour operators and journalists to discuss what destination assets Santa Cruz County has to offer the international market.   

Highway 1 Reopens in Big Sur 

Governor Gavin Newsom announced on Tuesday that a portion of Highway 1 near Big Sur, which was severely damaged by recent storms, is set to reopen on Friday, May 17, restoring significant infrastructure to this iconic California route, just in time for summer season. On March 30^th, Rocky Creek slip-out was impacted on the southbound side of Highway 1 when a rockslide occurred south of the Rocky Creek Bridge and the road lost six feet of pavement. Highway 1 is an important draw for visitors during summer season and a critical inbound route to Santa Cruz County. 

Partner Kudos!

Nita Gizdich received the Lifetime Achievement Award from the Pajaro Valley Chamber of Commerce and Agriculture. Shaz Roth, President of the Chamber, gave the award to Nita based on the indelible mark she has made on Watsonville and the Pajaro Valley throughout the years. Through her you-pick farm and renowned pie shop on the premises, she has brought agricultural awareness to school children, locals, and visitors. Nita began the operation with you-pick ollaliberries nearly 70 years ago and has been baking pies for 57 years. Read more about Nita’s story here! 

Arrivals and Departures

Welcome Tim McDonald, new General Manager of Hotel Paradox, Autograph Collection by Marriott! Tim was previously the Assistant General Manager at the Delta Hotel in Santa Clara.   

DMA West Announces Rebrand 

The Destination Marketing Association of the West has undergone a rebrand and is now One West Tourism Alliance. Its name, logo and membership focus have shifted as the organization has expanded to serve vendors and other tourism partners in addition to its traditional membership base of DMOs. 

Did you know?

According to a recent survey from Skift, the travel industry is seeing an increase in solo travel, with digital nomadism becoming the norm and the desire for more personalized experiences being two factors that have led to this trend. In fact, 54 percent of U.S. travelers are expected to vacation solo in 2024. Skift added that an adjunct, growing trend involves not only an increase in solo travel – but specifically in married women over 50.