October 16, 2025
IN THIS ISSUE…
- Visit Santa Cruz County Meets with Press Representatives at San Francisco Media Event
- Visit Santa Cruz County Exploring India as Prospective Market
- Reimagining Santa Cruz
Visit Santa Cruz County Meets with Press Representatives at San Francisco Media Event
Joining 40 other destinations and major attractions, Santa Cruz County hotels, attractions, restaurant and local businesses were the subject of pitches and discussions during Visit California’s San Francisco Media Event. This key regional media event is held every 18 months and enables Visit Santa Cruz County staff to connect with traditional and non-traditional Bay Area media in a formal setting. VSCC Director of Communications Christina Glynn met with nearly qualified journalists, editors, freelance writers and social media influencers.
Representatives from San Francisco area media including AFAR, National Geographic Traveler, Diablo magazine, Smart Meetings magazine, Via, Yahoo! Life, Martha Stewart Living and freelance journalists from online, print and broadcast outlets were in attendance. Nearly 70 journalists, editors, staff writers, podcasters and influencers participated in this event.
Christina shared information and story ideas about the newly opened La Bahia Hotel + Spa, Cotoni-Coast Dairies, Felton’s Cream and Sugar, Kuumbwa’s 40th anniversary, and other only-in-Santa-Cruz-County destination news.
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 Exploring India as Prospective Market
As the travel industry grows and five years after the pandemic began, Visit Santa Cruz County looks past mature and emerging international markets toward prospective countries in which to gain traction. As a gateway to a 3.2 billion consumer market, India is experiencing a fast-growing economy combined with a large population of young people eager to travel, this previously untapped market is a promising fit for Santa Cruz County,
Testing the waters in the largest international market abroad, Flavia Oliveira, VSCC’s Director of Sales and Travel Trade participated in Visit California’s India Trade Mission September 14 – 18th in Mumbai and New Delhi. A series of one-on-one meetings with tour operators, networking events and professional engagements filled this multi-day mission. As with other prospective markets, VSCC “tests the waters” with travel trade activities ahead of media efforts.
India’s travel market has an eye on luxury, adventure and curated travel experiences – and is one of California’s fastest-growing international markets. In 2024, California welcomed 569,000 visitors from India, and visitation is expected to grow three percent in 2025. According to Visit California, while shopping remains a key travel motivator, Indian travelers are increasingly seeking unique, immersive experiences beyond traditional group tours. Social media, particularly YouTube and Instagram, plays a dominant role in shaping travel decisions, with many travelers choosing destinations based on digital content and influencer recommendations. The demand for off-the-beaten-path destinations and culinary tourism is also rising, presenting opportunities to showcase the region’s diverse offerings.
Reimagining Santa Cruz
The City of Santa Cruz is exploring the possibility of creating an entertainment district south of Laurel Street (“SoLa”) with the Santa Cruz Warriors Arena being the focal point of the new development project. The Downtown Plan Expansion Project would include a number of objectives the city has established while new state laws such as AB 1287 that override local control of concerns such as building height may come into effect as the project advances. This effort to connect downtown with downtown-adjacent venues would provide more a more integrated experience for locals and visitors to the area.
Laurel Street is the current southern boundary of the plan but the city is looking into extending the boundary further south, to the Depot Park roundabout. The city’s goals include: providing additional affordable and market-rate housing in the downtown area; creating public amenities like parks, public plazas, or improved pedestrian infrastructure; improving the connection to the San Lorenzo River and beach areas; creating new economic opportunities for local businesses and workers; and coordinating with the Santa Cruz Warriors to construct a new permanent arena. The goal is to create a wider variety of experiences to create a vibrant, 24/7 “live-work-play” community.
The creation of these entertainment districts is on the rise, sometimes seen as an adjunct experience to malls. On a broader scope, Gensler, a global architecture, design, and planning firm, released its City Pulse 2025 report last spring. This global study across 65 cities and six continents – is the first of its kind on urban migration and place attachment. City Pulse has been described as a new framework to measuring urban vitality and frames cities as emotional ecosystems, not just economic engines. It offers an alternative lens for assessing city performance, one focused on how people feel about where they live, rather than simply what services are provided.
Survey: Super Bowl LX and FIFA World Cup
Santa Cruz County is preparing for the 2026 Super Bowl LX and the FIFA World Cup, both taking place in Santa Clara County. Promotions, special events and marketing efforts are all underway and your input is needed. This business engagement survey will inform local organizers as to how to best serve the Santa Cruz County community as the start of these world-class events approaches. The survey deadline is November 1st.
Microstay Apps Boost Revenue Stream for Hoteliers
Catering to business travelers whose flights have been cancelled or delayed and need some down-time and leisure travelers who crave a day of self-care, apps such as DayUse, BYHOURS, HotelsbyDay and others are providing a niche service by renting hotel rooms without an overnight stay. Data shows that although the cost for a daytime booking is often lower than for an overnight stay, those using a hotel during the day end up spending more on purchases, such as food or spa services.
New Name for CalSAE
CalSAE, the California Society of Association Executives, is rebranding and changing its name to Associations West. This rebranding includes a new logo and a refresh of the entire brand. The change became effective July 1, 2025, and is part of an effort to be more inclusive of their growing membership and expanded service area.
U.S. Travel Association’s Recommendations for Safe and Secure Travel
Ahead of the 2026 FIFA World Cup, 2028 Olympic and Paralympic Games, the 2025 Ryder Cup and America’s 250th anniversary, the U.S. Travel Association’s Commission on Seamless and Secure Travel has released a report earlier this year outlining recommendations in order to facilitate the millions of travelers expected to visit the United States over the next three years. In addition to security reforms outlined throughout the report, U.S. Travel continues to call for urgent modernization of air traffic control technology and solutions to the nation’s air traffic controller shortages. Download and read the full report here.
Did you know…
As a CHLA member, hoteliers have access to exclusive discounts from UnitedHealthcare, including up to 5 percent off manual medical rates for fully insured groups with 101 or more full-time employees, and annual invoice credit of up to 5 percent on administrative fees for new self-funded medical products for self-funded groups with 100 or more full-time employees. Santa Cruz County lodging properties receive a complimentary CHLA membership as a benefit for TMD members. Click here to learn more.