SANTA MONICA HOSPITALITY COMMUNITY GATHERS AT 16TH ANNUAL TOURISM SUMMIT
Santa Monica Travel & Tourism announces economic impact of tourism and discusses the importance of visitation
SANTA MONICA, Calif. (June 12, 2025) — Santa Monica Travel & Tourism (SMTT) hosted its 16th annual Tourism Summit at the Jonathan Beach Club on June 12, welcoming nearly 200 members of the community to celebrate the city’s hospitality industry.
SMTT announced findings of the 2024 Tourism Economic and Fiscal Impact summary report during the event, revealing that Santa Monica welcomed over 4.2 million visitors last year injecting over $916.6 million into the city’s economy. This annual report tracks the economic impact of tourism, including visitor spending, job creation and tax revenue generated by Santa Monica’s tourism industry in the past year.
The 2024 report also revealed over $62.7 million in Transient Occupancy Tax (TOT) earned for contribution to the City’s general fund, up 0.7% from 2023. Entirely generated by Santa Monica’s overnight hotel guests, TOT funds are crucial to supporting city services such as our emergency departments, schools, homeless services and continued care for our parks and beaches.
6,487 jobs in Santa Monica were supported by tourism in 2024, demonstrating our industry’s vital role in employment creation and maintaining a thriving local workforce. Additional professional opportunities opened in Santa Monica this year with the debut of several new tourism businesses, including the new Regent Santa Monica Beach and exciting retail and dining offerings such as Holey Moley, Outlandish and Google Store Santa Monica on Third Street Promenade, Din Tai Fung at Santa Monica Place and SELINE on Main Street.
“We are so inspired by our tourism partners’ resilience through challenges and passion to serve both visitors and our neighbors,” said SMTT President/CEO Misti Kerns. “As our industry faces continued hurdles, I am encouraged by our community’s strength to adapt and confident in our longstanding and brand-new tourism offerings that continue to draw travelers from around the world to our beloved beach city. All are welcome in Santa Monica.”
Keynote speaker and Visit California President & CEO Caroline Beteta shared an insightful dive into the state of tourism in California, including key updates on visitation and spending levels, as well as the organization’s plans for the year ahead as recovery continues following the Los Angeles wildfires and new challenges with geopolitics. “California tourism is a cornerstone of what is now the world’s fourth-largest economy, and Santa Monica is an iconic on-in-California experience that draws visitors from around the globe,” said Beteta. “Despite an incredibly challenging year for the greater Los Angeles region, and global pressures affecting the travel landscape, Visit California remains optimistic about the state’s long-term global brand strength and is focused on supporting the businesses and communities that will drive our industry forward.”
U.S. Travel Association CEO Geoff Freeman shared remarks with attendees, addressing the state of our industry at a national level with the update that “in March of this year, we saw a 14% decline in international travel to the United States. But in April… travel was up 8% into the United States.”
Santa Monica Travel & Tourism President/CEO Misti Kerns also shared an inspiring update in response to challenges facing the tourism industry. “The travel industry and the people behind it are a cornerstone of our national, state and local economies. It is more critical than ever to educate powerful decision-makers and uplift our industry that supports more than 15 million American jobs and generates $1.3 trillion in visitor spending across the country.”
Our community also joined in celebrating the Santa Monica Police Department, the Santa Monica Fire Department and the Santa Monica Office of Emergency Management as recipients of this year’s Jeff King Tourism Champion Award. Recognized for their unwavering support during the Los Angeles wildfires, these groups were honored for their relentless work keeping our city and our neighbors safe while upholding the highest of standards for emergency responders everywhere.
Vittorio Lucariello, Executive Chef at Shutters on the Beach was awarded the Thelma Parks Tourism Spirit Award for his exceptional service and contributions toward Santa Monica’s hospitality industry. Chef Vittorio not only expertly leads culinary operations and warmly serves diners at Coast, The Living Room and 1 Pico, but also passionately supports his community through volunteer work and mentorship. Vittorio was awarded a $1,000 scholarship and a Santa Monica staycation to celebrate his admirable work, provided by the Santa Monica Chamber of Commerce and SMTT.
This year’s Tourism Summit welcomed additional speakers providing valuable insight into the state of our industry, including thoughts from Future Partners President & CEO Erin Francis-Cummings and a California panel including California Retailers Association President & CEO Rachel Michelin, California Restaurant Association President & CEO Jot Condie and California Hotel & Lodging Association President & CEO Lynn Mohrfeld.
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About Santa Monica Travel & Tourism
Santa Monica Travel & Tourism (SMTT) is a non-profit organization designed to increase visitor expenditures, tourism revenues and local employment opportunities through the promotion of Santa Monica as a travel destination. For more information visit santamonica.com, email info@santamonica.com, or follow SMTT on Instagram (@SeeSantaMonica), X (@GoSantaMonica) or Facebook (@VisitSantaMonica).
Media Contact
Lauren Salisbury
Vice President of Communications
