Monterey County CVB Launches 10-year Plan for Sustainable Tourism Economy
There is no doubt that a healthy and sustainable tourism economy is critical to the future of Monterey County. Hospitality is the number one economic driver on the Peninsula and number two in the County. But how can we rebuild a post-pandemic tourism economy that serves both residents and visitors and protects the beauty and diversity of Monterey County for generations to come? Simple. One more night.
One more night – it’s not just a popular song by Phil Collins, it’s the centerpiece of the Monterey County Convention & Visitors Bureau’s (MCCVB) first-ever long-term Strategic Roadmap. The new plan was created from a massive amount of community input ranging from over 240 surveys to nearly two dozen interviews with community leaders, entrepreneurs, and visionaries, as well as thorough economic impact and tourism data reports. The goal was to uncover ways to enhance the benefits of Monterey County’s tourism economy in a way that balances economic vitality with quality of life for residents. One of the answers was “one more night.”
For Monterey County, one more night equals an additional $877 million in visitor spending, without necessarily adding more visitors. Analysis from data experts including Tourism Economics,
Smith Travel Research, and Dean Runyan showed that an increase in the average length of stay, from 2.6 nights pre-Covid to 3.6 nights, would add an incremental $877 million in visitor spending on hotels, restaurants, attractions, retailers and more.
“This is a long-term strategic plan, guided by the community for the benefit of the community and is reliant on community collaboration,” said O’Keefe. “The plan’s initiatives include generating community prosperity through the sustainable growth of travel to Monterey County. The best way to grow this crucial segment of our economy is by targeting visitors who stay longer, do more, and spend more— especially during non-peak seasons.”
Of course, Monterey County also has room for growth in the off-season, between October and
May, where the average occupancy for the destination is less than 65%. Adding just one percent of growth during the off-season would result in an incremental $34 million in visitor spending. A study conducted by Tourism Economics showed MCCVB’s Strategic Roadmap could grow the County’s tourism economy by
$2.2 billion over the next decade.
“Tourism is not a volume game where more travelers mean more economic impact. It is a value approach measured on visitor spending,” O’Keefe added. “We have an opportunity to boost the quality of life provided by tourism by targeting travelers who will stay longer.”
The Strategic Roadmap prioritizes extended stays over increasing overall visitor volume; increasing the promotion of sustainable, responsible, and respectful travel; and more engagement with community partners.
“Sustaining and growing visitation to our destination is key to economic recovery, employment, and overall quality of life for our communities and residents.” said Terri Owens, the General Manager of the Hilton Embassy Suites Monterey Bay Seaside.
Visitors contribute to the local economy in a variety of ways including paying a Transient Occupancy Tax (TOT) on hotel rooms. In the last fiscal year – July 1, 2021 thru June 30, 2022 – the City of Monterey generated nearly $34 million in TOT which in turn fuels investment in city services such as parks, the library and first responders. In effect, travelers are contributing to the quality of life enjoyed by residents throughout the County. The new plan by MCCVB will significantly enhance TOT collections.
“This is a managed growth approach built around imperatives that emphasize both economic vitality for the community and environmental sustainability.” said O’Keefe “Our community has a
choice in how our visitor economy performs over the next decade—this plan is the roadmap.”
Ultimately the plan is dependent on community collaboration. MCCVB has partnerships with a wide variety of organizations that have a vested interest in the balance between community prosperity and quality of life including the Monterey County Hospitality Association, Monterey Vintners & Growers Association, the Monterey Regional Airport, regional Chambers of Commerce and more. The silver lining of the pandemic was increased community collaboration and support. The challenge now is to build upon that collaboration for the future.
Facts & Stats
In 2021…
• Tourism generated $2.5 billion in visitor spending
• Tourism is the #1 industry for the Monterey Peninsula, including the City of Monterey
• Tourism is the #2 industry for Monterey County, second only to agriculture
• Tourism supported 21,600 jobs countywide
• Tourism drove more than $264 million in local tax revenue that supports infrastructure improvements, first responder and emergency services, and other programs and projects that benefit residents of the community
• While there is a positive momentum for hospitality businesses throughout the destination, visitor spending in Monterey County is still lagging 2019 (pre-pandemic) numbers *Statistics, facts and figures provided by Monterey County Convention & Visitors Bureau. Visit www.seemonterey.com for more information.