Locals know that a walk down State Street or a day at Stearns Wharf wouldn’t be complete without seeing tourists from all over the world with their cameras out or studying a map.

Except this year is different. Santa Barbara is seeing fewer tourists, especially international visitors. And while tourist numbers are on the decline, most of the travelers who are coming to town are in-state visitors.

The Santa Barbara Visitor Center, run by the Santa Barbara South Coast Chamber of Commerce, reports a decrease in international travel since January. 

“It’s big and it’s noticeable and it does make an impact,” Kristen Miller, CEO of the Santa Barbara South Coast Chamber of Commerce, said. 

September has been the third month in a row with 2,000 overall fewer visitors than last year, a 25% reduction, according to her.

But this trend is not Santa Barbara specific; the entire state is seeing similar decreases. Visit California reported that August 2025 saw a 7.5% decrease in international tourists compared to August 2024. 

Miller theorizes the decrease of visitors could be because of surrounding cities making national news, impacting international tourists’ view of the state and consequently the county. 

During the summer, national and international news outlets covered the turmoil of protests erupting after U.S. Immigration and Customs Enforcement conducted mass immigration raids throughout the city.

Tensions continued to escalate after President Donald Trump sent the National Guard into Los Angeles as a response to the protests. 

“People don’t understand that Santa Barbara is a long way away from Los Angeles,” Miller said.

And while the Visitor Center reports fewer international visitors, they are seeing an increase in in-state tourists. 

Miller equates three California tourists could spend as much money as one international one. But, more in-state visitors doesn’t make up for the loss of international visitors, according to Miller. 

“International travelers stay longer and spend more,” she said.

Santa Barbara Adventure Company, a popular tour company that operates kayak and wine tours, has also observed changes due to the current political climate. 

“Some sectors of mine are up, and some are down,” President Michael Cohen said.

He says even though the kayak tours to the Channel Islands are doing well, the government shutdown deters tourists from signing up because they think the national park is closed and inaccessible. However, while the visitor center is closed, people can still visit the island.

He also reports having fewer Canadian tourists than usual, a trend that aligns with statewide trends. 

Local hotels report seeing more in-state guests versus international, often meaning shorter stays and more last-minute bookings.

Hotels in the county are reporting their occupancy trends are falling flat, according to Kathy Janega-Dykes, president and CEO of Visit Santa Barbara. 

Hotel Santa Barbara at 533 State St. related with Janega-Dykes’ observation. Chris Cline, general manager of the hotel, called its occupancy trends “pretty flat.” 

The hotel, usually serving around 10,000 to 15,000 guests per year, was limited this year as it underwent renovations, according to Cline. He says, of that usual annual number, 1% is usually international guests. 

But this year, as observed locally and across the state, the hotel saw fewer Canadians. He also noted he has observed a decrease in Mexican tourists.

“I would only imagine that some of those national issues that we have all read about must be some percentage of the cause,” he said.

But even since fully re-opening in August, he says the decrease of international travelers still rings true. 

But, not all popular attractions are seeing a dramatic change. 

The Santa Barbara Courthouse, the No. 1 recommendation on Trip Advisor, hasn’t seen significant decreases from their number of visitors in 2024, according to Barbara Peters, a courthouse docent.

Since the tours are free and don’t require a ticket, the docents are in charge of estimating how many guests they had on each of their tours.

The courthouse saw approximately 7,000 visitors come through in 2024 for their daily free tours, group and youth tours.

Visit Santa Barbara and Santa Barbara Kayak Adventure leaders have high hopes for Santa Barbara to see their numbers go back to normal.

Cohen, the adventure company leader, says Santa Barbara is resilient amid natural disasters and political unrest, a characteristic that gives him hope.

“Santa Barbara has welcomed visitors for over a century, and our strong brand ensures that we will remain a premier destination for years to come,” Janega-Dykes added.