As National Travel and Tourism Week reaches its midpoint in the United States, Visit Santa Cruz County (VSCC) announced that the local tourism industry grew by just over 3% in 2024.
National Travel and Tourism Week began on Sunday, May 4, and continues through Saturday, May 10. An annual celebration hosted by the U.S. Travel Association, National Travel and Tourism Week recognizes the economic impact of the national, statewide and local tourism industries across the country.
According to a Dean Runyan Associates report released by Visit California on May 7, visitor spending reached $1.436 billion in Santa Cruz County. This figures tracks with steady economic growth, and a 3.2% increase over 2023 figures.
Last year was the fourth consecutive year of tourism growth since the 2020 pandemic, a testament to the success of the industry’s innovative strategies designed to maintain California’s market share of visitors.
Statewide, California continues to have the largest market share of tourism in the nation, with travel spending reaching an all-time record high of $157.3 billion last year, a 2.36% increase. The state has surpassed its previous position to reach the world’s fourth largest economy, representing 14% of the United States’ GDP.
State and local tax revenue generated by tourism reached nearly $120 million in Santa Cruz County in 2024, providing communities with the resources to thrive. The report further indicated that the tourism industry supported 10,880 jobs locally.
“The countywide Tourism Marketing District, now in its 15th 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,” stated VSCC.
A private, nonprofit corporation, Visit Santa Cruz County exists to enhance tourism and the economy by positioning Santa Cruz County as a visitor, conference and film destination. For more information, contact VSCC at 831-425-1234 or visit visitsantacruz.org.
