MONTEREY COUNTY — Monterey County’s tourism industry reached a major milestone in 2025, with travel spending climbing to $3.3 billion — a 4.1% increase over 2024 and surpassing the previous high of more than $3.2 billion set in 2019, according to the latest economic impact study from Dean Runyan Associates.
The gains reflect more than a rebound — they point to a visitor economy generating tangible benefits for the community. Tourism supported a record of nearly 28,000 jobs, and state and local tax revenues reached a record $346 million (up 6.1%), helping fund essential public services — from infrastructure and public safety to parks and community amenities.
This performance is being shaped by targeted strategies under See Monterey’s Monterey County Tourism 2030 Roadmap (MCT 2030), including high-impact marketing campaigns designed to drive higher-value visitation, expanded group and meetings sales efforts to fill need periods and stewardship initiatives like the “The Right Path” program, which encourages responsible travel and protects the destination’s natural assets.
Together, these efforts help to balance demand across seasons, increase visitor spend and strengthen long-term sustainability.
“These numbers reflect more than growth — they represent an industry delivering real value to Monterey County,” said Janine Chicourrat, See Monterey board chair and managing director of the Portola Hotel and Spa. “Driven by strong alignment across partners and communities, we’re being intentional about the type of visitation we attract — focusing on managed growth, sustainability and community benefit — and that’s translating into stronger economic returns.”
That alignment is driven in part by the partnership between See Monterey and the Monterey County Hospitality Association (MCHA). While See Monterey leads destination sales and marketing efforts to attract meetings, events and visitors, MCHA serves as the voice of the hospitality industry — advocating for policies, workforce development and resources that support the people and businesses behind the visitor experience.
“Behind every tourism dollar is a person, whether a room attendant, server, golf professional, event staff member, chef or small business owner, helping create the Monterey County experience,” said Kevin Ellis, board chair for MCHA. “Our industry’s success is built on collaboration between hospitality businesses, community partners and our county and city leaders. Together, we are strengthening an industry that supports local jobs, invests back into our communities and helps Monterey County continue to thrive.”
Together, See Monterey and MCHA are advancing a tourism economy that is collaborative, sustainable and community-focused, ensuring that growth continues to benefit residents while preserving what makes Monterey County unique.
“California Tourism Month is an opportunity to recognize the people behind the numbers,” added Rob O’Keefe, president and CEO of See Monterey. “When we work together — as an industry and as a community — we’re able to deliver meaningful economic impact while continuing to move Monterey County forward.”
