Phase 1 – Drafts open for comment through March 31, 2025
Submit feedback to RegionalPlans@VisitCalifornia.com.
Phase 2 – Drafts coming spring 2025
ABOUT THE REGIONAL PLANS
These Regional Strategic Tourism Plans were developed under the direction and oversight of the U.S. Economic Development Administration’s Travel, Tourism and Outdoor Recreation program, which aimed to build resilience in sectors devastated by the COVID-19 pandemic. Through a federal procurement process, global firm JLL was retained to prepare the plans. The grant does not provide funding or staff for any implementation work, but the plans identify resources available at the state and regional levels organizations can leverage.
The project team has worked for two years to solicit input and feedback across more than 1,500 touchpoints with community participants, including 768 individual interviews and regular meetings with 12 Regional Advisory Committees that guided the development of the plans across each region. Additionally, the plans align with strategies outlined in over 500 local DMO and municipal plans reviewed by JLL.
“More than just a response to the devastation of the COVID-19 pandemic, this project embodies the resilience and determination that define California’s tourism industry.”
For more information, contact RegionalPlans@VisitCalifornia.com.
Statewide Opportunities
Each of California’s 12 tourism regions and their respective plans contain specific strategies tailored to the region’s individual characteristics and challenges, while the Statewide Opportunities report outlines opportunities to address issues applicable across the state. This report offers tactical actions the tourism industry can take and identifies resources for further support.
Sustainable & Regenerative Tourism Guidebook
The Sustainable & Regenerative Tourism Guidebook provides ideas and sustainability case studies for managing visitor behavior, protecting tourism assets and safeguarding natural resources. The guidebook is a collaborative effort by JLL’s Global Tourism and Destination Advisory team, SWCA Environmental Consultants, Regenerative California, Risklayer and Professor Sara Dolnicar of the University of Queensland.
Regional Strategic Tourism Plans
The 12 Regional Strategic Tourism Plans include market research tools and analyses tailored to each region. The Demand Driver Scorecard evaluates tourism assets to determine which ones drive visitation and return on investment. The Event Matrix creates a visual of the region’s signature events and opportunities. The Tourism Readiness Index provides a framework on each region’s priorities over the next 10 years. Based on market research and stakeholder feedback, each plan outlines ways to enhance the region’s tourism industry.
Learn more and find the 12 plans here.
Resilience and Sustainability Scorecards
JLL and Risklayer designed a scorecard-driven methodology for evaluating resilience and sustainability in each region. The 12 Regional Resilience and Sustainability Scorecards encompass ratings across seven critical success factors, derived from internationally recognized U.N. frameworks. Each region’s scorecard provides actionable insights for both risk reduction and sustainable development.
Coming spring 2025
California Tourism Resilience and Sustainability Dashboard
The California Tourism Resilience and Sustainability Dashboard establishes a first-of-its-kind understanding of risks across California’s 12 tourism regions. By consolidating data from natural hazard assessments, climate impact projections and resilience and sustainability performance metrics, the dashboard empowers users to assess region-specific risks, anticipate challenges and manage resources more effectively.
Coming spring 2025