Travel advisors selling California’s Central Coast are about to hear a lot more from Monterey County.
See Monterey’s newly released FY2026–27 business plan calls for the destination marketing organization to deepen its ties with Virtuoso and other consortia, show up at Virtuoso Travel Week and other key luxury events, and stage luxury advisor activations in its priority markets. The trade push is one piece of a broader plan built around a refreshed “Find Your Way Here 2.0” brand campaign and an expansion into new domestic and international markets.
Consider this strategic timing: Monterey County posted record tourism numbers in 2025, with visitor spending up 4% to $3.3 billion, tax revenue up 6% to $346 million, and hospitality employment at 27,760 jobs. More than 1,000 additional hotel rooms are expected to open in the coming years, and See Monterey’s stated goal is to build enough demand to fill them.
A great solo travel tip spotted this week on Luxury Travel Advisor.
