March 13, 2025
IN THIS ISSUE…
- 2025/2026 Visitors Magazine Debuts!
- Santa Cruz County Represented in Canadian Market Through Immersive Program
- VSCC Participates in Community Leadership Visit
2025/2026 Visitors Magazine Debuts!
Santa Cruz County’s official visitor magazine is now available. This 92-page upscale lifestyle-driven publication illustrates the unique culture of the area that sets it apart from other coastal California destinations. Once produced annually, this vacation planner is now published once every two years.
Thoughtfully curated content in the form of bite-sized paragraphs creatively presented throughout the magazine accompanied by photography which captures the majestic yet playful essence of Santa Cruz County is woven throughout the guide.
Feature stories focus on the nine ecosystems within Santa Cruz County, which can be found at area beaches and parks, the region’s rich history of surfing, how accessible culture and creativity provide flavor and context to the destination, and the ways in which agriculture has impacted the local food and drink scene in dynamic and impactful ways.
Leaning into the opportunities for soft adventure and the abundance of nature, editorial is included focusing on different forms of rest and relaxation highlight local spas, parks, forests, beaches and hidden gems in local neighborhoods where peaceful respites can be found.
The back of the book section serves to inform visitors about where to stay, eat, and what to do while in-market. Complemented by native advertising from hotels, restaurants, attractions and other local businesses, this section of the magazine features dining and lodging listings highlighting the amenities offered by various restaurants, hotels, bed and breakfast inns, motels, vacation rentals, and campgrounds. Activity listings, signature events, and a redesigned county map in a playful aesthetic are also included.
With a print run of 55,000 copies, distribution has been expanded to include South Lake Tahoe, Sacramento, Lodi, Fresno and California Welcome Centers throughout the state. The magazine will be available in key regional and international airports in both northern and southern California, and international airports in Phoenix and Seattle.
Free copies of the guide can be ordered online at www.santacruz.org, by calling 800.833.3494 or by stopping by the year-round visitor center at 303 Water Street, Suite 100 in Santa Cruz Fridays – Tuesdays from 11:00 a.m. to 3:00 p.m.
Santa Cruz County Represented in Canadian Market Through Immersive Program
Leaning into Visit California’s Ultimate Playground campaign, Santa Cruz County was represented at the inaugural Reverse Canada Trade and Media Mission in San Diego February 9 – 12th. Over three days of intensive programming, including one-on-one appointments, Flavia Oliveira, Director of Travel Trade and Sales, and Christina Glynn, Director of Communications, met with 18 travel trade representatives, including airlines, OTAs, tour operators, travel advisors, and 20 travel, lifestyle, and trade journalists, freelance writers and editors. Promoting the region’s hotels, attractions, state parks, field-to-fork dining scene and arts scene illustrates how Santa Cruz County can offer Canadian visitors unique and authentic only-in-Santa-Cruz-County experiences.
Following the mission, VSCC staff returned to Santa Cruz to welcome three travel trade representatives and four journalists as well as a representative from Visit California’s Canadian office for a 48-hour familiarization (fam) tour beginning on Wednesday morning, February 12. The theme of the fam tour was Wellness, with the group experiencing a forest meditation session at Henry Cowell Redwoods State Park upon their arrival.
During the two-day fam, the group experienced the mountain town of Felton, Santa Cruz’s beach area including the wharf, West Cliff Drive, and Santa Cruz Surfing Museum, Downtown Santa Cruz, Capitola Village and Soquel Village before departing to Monterey for the last leg of the tour. Showcasing the agricultural aspect of the region, the fam included a tour of Watsonville-based Pajarosa Floral, which produces luxury cut-roses in honor of the Valentine’s Day holiday. The second day of the tour began with a sound bath and early morning beach walk and afternoon excursion to Well Within Spa. Felton Bakery Cafe, Mentone, HOME Soquel, and Gabriella Cafe were featured on the itinerary and the Seascape Beach Resort provided accommodations.
According to Visit California, Canada remains a top international market for the state, ranking second in visitation and visitor spending, behind Mexico. This year, it is projected Canadians will spend over $4.4 billion on travel in California.
VSCC Participates in Community Leadership Visit
The local tourism industry was represented on the Santa Cruz Area Chamber of Commerce’s annual Community Leadership Visit (CLV) in February. Christina Glynn, Director of Communications traveled with 26 representatives from a cross section of sectors of the local economy to San Luis Obispo for this yearly gathering. First launched in 2012, these visits are an opportunity for business owners, government representatives, executives and community leaders to meet with colleagues from cities that mirror similar demographics and challenges in an effort to address shared issues.
VSCC Accepting New Board Member Nominations
Four vacant seats are available on the VSCC board of directors. Three of these seats must be filled by representatives of the local lodging industry; the fourth seat will represent an at-large member. Board terms are two years in length and begin with the new fiscal year on July 1, 2025. Click here for details and to download an application form. For more information about serving as a board member, please email Visit Santa Cruz County The deadline to submit nomination forms is 5:00 p.m. PST on Friday, March 14, 2025.
Arrivals and Departures
Welcome Kristen Brown, new Executive Director of the Santa Cruz Area Chamber of Commerce! Kristen formerly served as mayor of the City of Capitola.
Social Media Update
Clam chowder fan? If not, we know a few hundred thousand people who are! VSCC’s social media team paved the way for the Clam Chowder Cook-Off at the Santa Cruz Beach Boardwalk with posts on Instagram and TikTok plus, Facebook ads that drove traffic to a new blog all about the classic seaside bowl. With over 3,500 clicks to the blog and nearly 350k views on Clam Chowder Cook-Off social media videos, it’s safe to say this coastal creation has warmed the hearts – and bellies – of many Santa Cruz County fans.
Register for Tourism Advocacy Day
April 4th is the deadline to register for CalTravel’s annual Tourism Advocacy Day in Sacramento. Meet with legislators in small groups to build relationships, reinforce the importance of travel and tourism, and elevate the industry’s priorities. Tourism Advocacy Day will take place May 20 – 21, 2025. Click here to register!
Did you know?
A survey by Contiki, a tour operator catering to 18- to 35-year-olds, reveals that Gen Z travelers value AI as a tool for researching travel activities and finding deals, but only 7% would trust it for booking entire trips. “For travel advisors, these findings highlight a golden opportunity: Gen Z values technology as an enhancement, not a replacement, for personalized, human-guided booking experiences,” said Melissa DaSilva, interim CEO of TTC Tour Brands, the parent company of Contiki.
During the two-day visit, issues including K-14 education, retail, economic development, and university technology transfer were discussed in a variety of settings and venues. The group participated in a tour of Cal Poly’s Technology Park, the Diablo Canyon Power Plant, Downtown San Luis Obispo and other curated stops. Similar to Santa Cruz County, San Luis Obispo is home to an outstanding university, an economically impactful tourism sector, and sees opportunities for growth in technology transfer, agriculture, and manufacturing, and retail opportunities. This region, three hours south of Santa Cruz County, succeeded in developing a public/private partnership to address economic development opportunities, attracting national retailers to the downtown areas, and building an effective business retention and attraction program. Ultimately, the visits produce best practices that work to improve the economic vitality and environmental sustainability of both destinations.