GUIDING PRINCIPLES AND VALUES

Promotion of Monterey County as a destination and MCCVB’s efforts to strengthen the tourism and hospitality community must:

Promote an inspiring, memorable, and life-enriching visitor experience. Enhance the community’s quality of life by increasing economic vitality throughout the County.

Consistently engage the community to grow awareness and appreciation of tourism, gain resident input, and maintain productive collaboration with local governments.

Encourage collaboration with community partners to create a shared vision for sustainable growth in the region.

Educate and inform locals and visitors to ensure that our natural resources and environment are used responsibly.

Support an environment that is welcoming to all and respects our unique history, land and culture.

Ensure fiscal responsibility in driving results for investing members and partners.

VALUES Connectivity

We are leaders committed to the greater good. We value a relational not a transactional approach and ensure that our work positively impacts our community.

Collaboration

We believe that working together results in better outcomes. We seek opportunities to build effective coalitions with our partners. We value each individual’s contribution to ensure our high standards of professionalism.

Agility

We are creative, nimble, and embrace change. We invite new ideas and innovation to ensure that our work is effective and focused on the future.

Accountability

We are dependable experts in our field and reliable stewards of the resources entrusted to us. We are committed to listening, learning, and pushing ourselves to improve.

Inclusivity

We are committed to the principles of diversity, equity and inclusivity – as an organization and in terms of how we promote the destination.

Sustainability

We embrace responsible and respectful travel as a necessity to protect the destination which ensures the long-term vitality of the tourism economy for accommodations, other hospitality businesses and the greater community.

Strategic Imperatives

CONTRIBUTE TO THE LONG-TERM VIABILITY OF THE TOURISM ECONOMY

Be a: Contributor Collaborator Catalyst

GENERATE THE IDEAL VISITATION FOR MONTEREY COUNTY

Focus on: Off Season Longer Stay Balanced Mix

Rebranded Experience

ENHANCE COMMUNITY & MEMBER ENGAGEMENT

Work to: Enrich Partnerships Engage Residents Educate the Community

ENSURE LONG-TERM ORGANIZATIONAL FINANCIAL STABILITY

Focus on: Renewed Tourism Improvement District Enhanced Jurisdiction Investment Elevated Accountability