Santa Cruz tourism sees 1.6% increase in visitor spending
Visit Santa Cruz County (VSCC) has announced that the local tourism industry grew by more than one-and-a-half percent in 2025.
According to a Dean Runyan Associates report released by Visit California, visitor spending reached $1.401 billion in Santa Cruz County. This figures tracks with steady economic growth, with a 1.6% increase over 2025 figures and consistent growth of 4.2% over the past 10 years.
Last year was the fifth consecutive year of tourism growth since the 2020 pandemic, a testament to the success of the local tourism industry’s innovative strategies designed to maintain Santa Cruz County’s market share of visitors.
Statewide, direct travel spending grew from $156.2 billion in 2024 to $158.9 billion in 2025, a 1.7% increase. The state has maintained its position as the world’s fourth largest economy, representing roughly 14% of the United States’ GDP.
State and local tax revenue generated by tourism reached nearly $125 million in Santa Cruz County in 2025, providing communities with the resources to thrive. The report further indicated that the tourism industry supported 11,400 jobs locally, a 4% increase over 2024 employment figures. Santa Cruz County was one of only 10 counties in California that showed a 4% increase or greater in employment year over year.
The countywide Tourism Marketing District, now in its 16th year, has enabled Visit Santa Cruz County to advance long-term planning and marketing programs in an effort to stay competitive with other coastal destinations by making inroads into inbound overseas markets, drawing overnight visitation during the shoulder season when business declines, and pursuing more meetings and conferences year around.
County Youth Commission applications due May 31
Santa Cruz County is now accepting applications for its newly established Youth Commission, an advisory body that will give young people a direct role in shaping the policies and programs that affect their lives.
The Youth Commission will bring together 11 high school students, ages 14-18, from across Santa Cruz County to advise the Board of Supervisors on issues impacting youth. Members will identify community priorities, develop recommendations and serve as a bridge between young people and local government decision-makers.
To ensure broad and equitable representation, members will be selected through a structured appointment process. Five students will be appointed by each member of the Board of Supervisors, and the remaining six at-large seats will be filled with preference given to applicants who are people of color, people with a physical or learning disability, residents of rural or unincorporated areas, those from immigrant and/or farmworker family backgrounds, low-income applicants and LGBTQ+ youth.
“The Youth Commission is more than an advisory body—it’s an investment in the next generation,” County Executive Officer Nicole Coburn said. “We want young people to gain real leadership experience, develop lasting skills, and know that their voices can genuinely shape the future of their community.”
Youth Commissioners will meet monthly during the school year and collaborate with county leaders and community partners to identify priorities, develop solutions and help ensure county decisions reflect the needs and experiences of young people.
Applications are open to all high school students who live and attend school in Santa Cruz County. The deadline is May 31.
Apply at https://forms.cloud.microsoft/g/bTRtLzqiTS.
Tuesday Night Live concert series returns for summer 2026
The City of Santa Cruz Parks and Recreation Department, in partnership with Choose Santa Cruz and Santa Cruz Wharf tenants, will bring back the Tuesday Night Live concert series beginning May 26.
The free summer series will run through Sept. 8 at the Wharf Commons Stage on the Santa Cruz Municipal Wharf, with concerts held from 6-8pm on select Tuesdays.
“Tuesday Night Live brings people together in a way that feels uniquely Santa Cruz—live music, ocean views, and community joy,” Parks and Recreation Director Tony Elliot said. “It also supports Wharf businesses by drawing steady visitors throughout the summer, making it a win for both the community and the local economy.”
The lineup includes SambaDá on May 26; The Viva Santana Show on June 9; The Unauthorized Rolling Stones on June 23; Sweet VooDoo on July 14; The Lost Boys featuring James Durbin on July 28; Fish Hook on Aug. 11; The Joint Chiefs on Aug. 25; and Extra Large on Sept. 8.
Admission is free. Wharf shops, dining and pop-ups will be open during events, and two hours of free parking with validation will be available for “Local’s Tuesday.” More information is available at tinyurl.com/3hxn6tes.
Event highlights statewide housing strategy, affordable housing trends
Housing Santa Cruz County will hold its sixth anniversary celebration May 30 at Temple Beth El, 3055 Porter Gulch Road in Aptos, from 2-4:30pm, featuring a panel discussion on statewide housing strategy and affordable housing production trends.
The event will highlight two major efforts shaping housing policy in California and locally: “Roadmap Home” and the 2026 California Affordable Housing Production Pipeline, which together outline approaches aimed at expanding affordable housing and addressing homelessness statewide.
Speakers include Chione Lucina Muñoz Flegal, CEO of Housing California; Heather Hood, vice president and Northern California market leader for Enterprise Community Partners; and Elaine Johnson, J.D., executive director of Housing Santa Cruz County.
“Roadmap Home” is a policy framework and advocacy campaign aimed at ending homelessness, creating 1.2 million new affordable homes, protecting 1 million renters and closing racial equity gaps by 2030.
The 2026 California Affordable Housing Production Pipeline report examines progress made by cities, counties and the state in advancing affordable housing, while noting many projects will require additional public funding to be completed.
The event is part of Affordable Housing Month and will also mark Housing Santa Cruz County’s sixth anniversary, highlighting the organization’s work and continued efforts to support regional housing collaboration. For tickets and more information, visit housingsantacruzcounty.com.
