Monterey County’s Tourism Industry Achieves Record-Breaking Visitor Spending of Over Three Billion Dollars in 2024 Fueled by Strategic Growth and Innovation

Published on May 19, 2025

Visitor spending in Monterey County reached three point one billion dollars in 2024, marking a five point seven percent increase compared to the previous year. This growth highlights the steady recovery of the county’s tourism industry following the disruptions caused by the COVID-19 pandemic.

Although total visitor spending has yet to surpass the pre-pandemic figure of over three point two billion dollars recorded in 2019, a recent study by Dean Runyan Associates shows positive trends in several key economic indicators. Hospitality employment reached a record high with twenty-seven thousand five hundred ninety-six jobs, accommodation spending exceeded one billion dollars for the first time, and tax revenues topped three hundred ten million dollars.

This year-over-year increase reflects a robust and adaptive tourism environment in Monterey County. The local tourism marketing organization attributes the success to its strategic Monterey County Tourism 2030 Roadmap, which prioritizes responsible tourism that drives economic growth and supports community well-being throughout the region.

The Roadmap’s focus on enhancing quality of place, fostering economic development, and promoting collaboration is evident in the 2024 achievements. The county is not only recovering but evolving with renewed strength by aligning tourism strategies with the values of residents and the interests of travelers.

Business and group travel segments have steadily rebuilt, and international visitation now accounts for more than seven percent of total visitors, although this remains below the pre-pandemic share of approximately thirteen percent. Efforts to revitalize these markets continue through targeted marketing and outreach campaigns in the United Kingdom, Mexico, Canada, Western Europe, and Asia. International travelers are especially valued as they tend to stay longer and spend two to three times more than domestic visitors.

The group travel segment, which faces ongoing economic challenges, remains a vital component of the county’s tourism economy.

However, several external factors have tempered international travel to the United States overall. Recent data shows a nine percent decline in business travel to the U.S., with notable decreases from Western Europe and Mexico. Canadian travel has also fallen significantly amid political tensions, travel boycotts, a strong U.S. dollar, restrictive border policies, and geopolitical uncertainties. These elements have contributed to a projected seven percent drop in foreign travel spending in the U.S. for 2025.

Local infrastructure challenges, such as Highway 1 closures in Big Sur, emphasize the importance of maintaining accessibility for visitors. When key routes are disrupted, the impact extends beyond Monterey County to affect regional and statewide tourism.

In response, the county has introduced the “HOW 2 HWY 1” campaign, which reimagines the iconic road trip experience. Instead of focusing on closures, the campaign highlights the best ways to explore Highway 1 regardless of conditions. This initiative is a collaboration with regional partners, including neighboring coastal destinations and Visit California, with a major public relations launch scheduled for June to coincide with peak summer travel.

Sustainability, workforce development, and celebration of local culture are also central to the Monterey County Tourism 2030 Roadmap. Visitor spending rose across multiple categories in 2024, including a more than seven percent increase in dining. This growth underscores Monterey County’s expanding reputation as a premier culinary destination.

To elevate this profile, the county is partnering with the James Beard Foundation in New York City for a large-scale media event and public “Culinary Road Trip through Coastal California” dinner. This showcase highlights the best of Monterey County’s food and wine offerings, presented by acclaimed local chefs and sommeliers.

Looking ahead, with approximately one thousand new hotel rooms expected to open between now and 2030, the county emphasizes the need for a managed and strategic approach to tourism growth. The goal is to build a destination that is resilient, interconnected, and focused on community benefits.

The 2024 data reflects promising progress toward this vision, indicating Monterey County is well on its way to a sustainable and prosperous tourism future.