It is funded by the City of Santa Monica, and is governed by an 11-member Board of Directors made up of community, business and government leaders.

The Convention & Visitors Bureau is the official tourism development agency for the Santa Monica area, and is the focal point of leadership for the city's tourism industry. The Bureau serves as an information center for visitors and prospective visitors. It is also Santa Monica's communications command center for the state, national and international travel industry, and for the travel press.

The Bureau acts as a catalyst in the development of tourism programs designed to increase positive consumer and trade awareness of Santa Monica as a travel destination. the purpose of these programs is to increase hotel/motel occupancy and retail sales; assist in improvements of local facilities, services and attractions. The CVB works closely with local leaders to ensure the compatibility of tourism to the community and assists the local government in carrying out the city's economic development goals. The Bureau provides hands-on technical assistance to local businesses and also educates the community on the economic and social implications of tourism within Santa Monica.