SANTA MONICA TRAVEL & TOURISM WELCOMES HOSPITALITY COMMUNITY AT 17TH ANNUAL TOURISM SUMMIT
Santa Monica Travel & Tourism celebrates The Road Ahead, announcing 2025 economic impact of tourism
SANTA MONICA, Calif. (June 4, 2026) — Santa Monica Travel & Tourism (SMTT) welcomed key members of the community at its 17th annual Tourism Summit at Hotel Casa del Mar to hear key insights from industry leaders, announce the latest economic impact findings and celebrate the city’s tourism industry. This year’s event centered on The Road Ahead: Inspired by Route 66, Driven by What’s Next as we recognize the milestone centennial year by reflecting on our rich history and looking forward to a hopeful future.
SMTT announced key findings from the 2025 Tourism Economic and Fiscal Impact summary report, tracking the economic impact of tourism including visitor spending, job creation and tax revenue generated by Santa Monica’s tourism industry in the past year. Santa Monica welcomed 3.9 million visitors last year, with international visitation up 4.1% from 2024. These visitors injected $996.6 million into our local economy, a 9% increase from 2024.
The 2025 report revealed $60.2 million was generated by Santa Monica hotels and $5.8 million in retail tax revenue was contributed to the City’s general fund. These funds are crucial to supporting city services such as our emergency departments, schools, homeless services and continued care for our parks and beaches, and saved each Santa Monica household an estimated $1,267 in taxes this year.
In 2026, Santa Monica hotel revenue is expected to surpass $400 million supporting hospitality workers and funding continued improvements and services that make the Santa Monica traveler experience exceptional. This number reflects a projected revenue increase of 9.8% year over year, tracking toward surpassing pre-pandemic levels in 2027.
Hotel occupancy is expected to rebound to 76.3%, up from 72.9% last year. Hotel demand is forecast to grow 4.6% in 2026, driven in part by major global events coming to the region. These guests not only support Santa Monica hotel properties, but pour into the local economy by dining, shopping and playing throughout the destination during their stay.
Tourism plays a vital role in employment creation and maintaining a thriving workforce in Santa Monica, supporting 6,444 jobs that stay in the city and cannot be exported. The debut of a host of new tourism businesses this year continued to open job opportunities for local workers, including The Eden Hotel, Hyatt Centric Delfina Santa Monica, La Monique at Oceana, LXR Hotels & Resorts, Shoreside Restaurant & Bar at Shore Hotel, The Cube VR and Museum of Illusions on Third Street Promenade and much more.
“Every year, I remain inspired by the forward-thinking ideas, world-class service and continued adaptability of our tourism partners here in Santa Monica, all contributing to the visitor experience that sets our destination apart,” said SMTT President/CEO Misti Kerns. “From the historic businesses and road trippers celebrating the Route 66 centennial to a lineup of citywide events as global travelers arrive in the region for FIFA World Cup 2026™, it’s a special year for Santa Monica. In the face of a challenging and ever-changing state of our industry, I have full confidence in our exceptional hospitality community’s welcoming spirit and passion for sharing our destination with those from every corner of the world.”
Visit California President & CEO Caroline Beteta shined in her final year as Keynote Speaker before entering a new chapter of retirement. Caroline shared an insightful update on the state of tourism in California and what lies ahead for our industry on a statewide level. Travel is a vital and growing sector of California’s economy, with travel-related spending reaching $158.9 billion in 2025 supporting 1.2 million jobs in the tourism industry across the state. SMTT thanks Caroline for over three decades expertly leading the crucial work of Visit California driving record visitation to our Golden State, masterfully piloting our tourism industry through challenges and lifting up destinations like Santa Monica with a global audience.
Chuck Davison, VP of Attribution Solutions at Tourism Economics joined us as a leading voice in research and data that shapes our industry’s strategies, providing insight into key metrics around inbound travel and trends that present growth opportunity for destinations like Santa Monica.
Erik Hansen, SVP, Head of Government Relations with the U.S. Travel Association is a key figure advocating for America’s travel industry on a national legislative level, with travelers injecting $1.4 trillion in direct spend into the U.S. last year supporting over 15 million jobs. Erik explored policy updates impacting our industry and challenges including visa processing and outdated infrastructure, as well as opportunities like the FIFA World Cup 2026™.
Santa Monica City Manager Oliver Chi acknowledged the city’s framework for creating a premier experience for both residents and visitors, including new entertainment zones, public safety programs and lower and waived fees for restaurants to reignite economic growth.
Santa Monica Travel & Tourism President/CEO Misti Kerns also shared an update on the importance of tourism to communities across the country, SMTT’s priorities as we navigate a shifting global environment and the many reasons to celebrate in Santa Monica from FIFA World Cup 2026™ and Super Bowl LXI to multiple industry honors for SMTT and recognition from leading organizations celebrating the destination.
The community joined Santa Monica Travel & Tourism in celebrating this year’s Jeff King Tourism Champion Award recipient, Mel’s Drive-In. Recognizing leadership, creativity and a strong commitment to making Santa Monica a great place for visitors and our community, this award was presented to General Manager Marilina and the Mel’s Drive-In team honoring their exceptional hospitality and crucial role in the Santa Monica experience at the official western end of Route 66 during this year’s centennial celebrations.
Recognizing local employees who create memorable experiences for Santa Monica visitors each day, the Thelma Parks Spirit Award was presented to Richard Schade, Theater Operations Manager at BroadStage by Santa Monica Travel & Tourism and the Santa Monica Chamber of Commerce. Richard is celebrated by his colleagues as going above and beyond in creating a sense of excitement, making connections and fostering a sense of place for each guest at BroadStage.
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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 [email protected], or follow SMTT on Instagram (@SeeSantaMonica), X (@GoSantaMonica) or Facebook (@VisitSantaMonica).
Media Contact
Lauren Salisbury
Vice President of Communications
