STRATEGIC ROADMAP OVERVIEW

There’s never been a more exciting time for tourism in Monterey County, where stunning views, a vibrant culinary scene, world-class attractions, outdoor recreation and more surprise and captivate visitors. Now more than ever, Monterey County is poised to welcome visitors and drive a strong economic recovery through tourism in a responsible and sustainable way, growing community prosperity and quality of life for Monterey County residents. We must seize this momentum and the opportunities that exist now, so the next generation continues to benefit from the economic impact of our visitor economy.

To ensure that Monterey County continues to provide visitors with unparalleled opportunities that positively impact our residents and communities, the Monterey County Convention Visitors Bureau has developed a roadmap for tourism that looks out over the next five years and beyond. In the past year, hundreds of community and hospitality industry members engaged in this work through surveys, listening sessions, interviews, working groups and more. The process included discussions about Monterey County’s destination vision, how to boost the profile of tourism in the County and, ultimately, how to increase community prosperity through a thriving and sustainable tourism economy.

As an industry, we now have a guiding document to help prioritize and align our efforts around these goals. The following imperatives and initiatives will serve as a north star to remind the tourism industry and community of our purpose and keep us on course to benefit all that live, work, and play in Monterey County.