Monterey County Sees 5.7% Surge in Tourism for 2024
MONTEREY – In 2024, visitor expenditures in Monterey County amounted to $3.1 billion, marking a 5.7% rise compared to the prior year. This growth highlights the ongoing rebound of the tourism sector within the county following the impacts of the COVID-19 pandemic.
Even though tourist expenditures within the county have not fully rebounded to the pre-pandemic figure of over $3.2 billion seen in 2019, recent data from Dean Runyan Associates shows positive trends in several critical economic areas. These include reaching an unprecedented peak in hospitality sector jobs with 27,596 positions, achieving record-breaking accommodation spendings above the $1 billion threshold, and collecting taxes that topped $310 million.
Year-over-year growth demonstrates a robust and changing tourism sector, according to See Monterey, the marketing body for Monterey County. This progress is credited to their Monterey County Tourism 2030 Roadmap (MCT 2030), which outlines a strategy aimed at sustainable tourism that fosters economic health and communal well-being throughout the county.
The nonprofit group thinks that the Roadmap’s core principles—improving the quality of location, boosting economic growth, and encouraging teamwork—are evident in what has been achieved in 2024.
Monterey County isn’t merely bouncing back; it’s transforming and returning even more robustly,” stated Rob O’Keefe, President and CEO of See Monterey, in a press statement. “Our approach to tourism now aligns with both local preferences and visitor desires, which encapsulates the core idea behind MCT 2030.
In April, O’Keefe noted that business and group travel were continuing to recover, and the county had seen significant progress in international visits, making up over 7% of all visitors — a drop from approximately 13% before the pandemic.
Despite group and international tourism still lagging behind pre-2019 figures, See Monterey reports that they are working diligently to restore these sectors. International tourists usually spend between two to three times as much compared to local visitors and often extend their stays, which makes this customer base particularly lucrative. Specialized marketing and sales initiatives in the U.K., Mexico, and Canada, coupled with efforts reaching out to consumers in Western Europe and Asia, aim to reconnect with these profitable travelers.
“Unity is at the core of our tourism economy,” stated Bina Patel, chairperson of See Monterey and a hotel owner-operator, in the announcement. “This allows us not only to speed up our recovery but also to build a stronger, more durable future.”
The group segment, which has faced a slower recovery and new economic headwinds in 2025, remains critically important.
But several factors continue to dampen international travel to the U.S.
In April, business travel to the U.S. fell by 9%, showing notable decreases from Western Europe (down 17.7%) and Mexico (down 11.8%), primarily via air routes as reported by the Associated Press. Meanwhile, data from Business Insider indicates that travel from Canada dropped significantly too; car journeys decreased by 35%, and flights went down almost 20%. This downturn was attributed partly due to heightened political tension along with a call for a tourism boycott. Furthermore, predictions made by Reuters suggest an anticipated drop of around 7% in overall expenditure related to international visitors within the U.S. next year, influenced by factors such as a robust American currency, strict entry regulations, and ongoing global unrest.
Local issues like the closure of Highway 1 in Big Sur highlight the significance of investing in infrastructure and ensuring easy access to destinations—both crucial elements of the plan, according to See Monterey.
When visitors can’t reach Big Sur, it affects the whole area and the state,” stated O’Keefe. “We’re collaborating with partners to rebuild trust and secure lasting resilience.
One such initiative is the launch of the new “HOW 2 HWY 1” campaign, which reframes the iconic road trip experience, according to See Monterey. Rather than focusing on whether the highway is open or closed, the campaign highlights the best ways to explore it under any condition. See Monterey is collaborating with Big Sur partners, Visit SLO CAL, Central Coast destinations, and Visit California to amplify the message. The campaign will launch with a major public relations push in June, just in time for summer travel.
The Monterey County Tourism 2030 Roadmap similarly highlights sustainability, workforce development, and the appreciation of local culture.
In 2024, visitor expenditures saw an uptick across various key sectors such as dining, where they rose over 7%. This growth underscores Monterey County’s growing status as a top spot for cuisine, according to See Monterey. In celebration of this achievement, they’re collaborating with the prestigious James Beard Foundation based in New York City. Together, they’ll feature five distinguished regional chefs: Justin Cogley from Aubergine, Jonny Black at Chez Noir, Reylon Augustin at Post Ranch Inn, Michael Rotondo at Monterey Plaza Hotel & Spa, and Annamarie Kosa who works at Pebble Beach Resorts. They’ll be joined by local sommelier Ted Glennon. These professionals plan to organize both a significant press gathering and a community-oriented “Coastal California Culinary Tour” feast aimed at highlighting some of the finest offerings in Monterey County’s gastronomy scene.
We have often emphasized that our focus isn’t solely on attracting additional tourists,” stated O’Keefe. “Instead, it’s about developing a location that is stronger, better integrated, and more centered around the local population.” He added, “Given the upcoming addition of 1,000 new hotel rooms from today until 2030, a carefully planned strategy will be essential to strike this balance. This vision guides us forward, with data for 2024 indicating we’re heading in the correct direction.
To learn more about See Monterey and MCT 2030, visit
www.SeeMonterey.com
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