Despite concerns about uncertainty in the hospitality sector, members of the business community believe that Santa Barbara is in a positive place to weather the years ahead as tourists look for cheaper options close to home.
Visit Santa Barbara held its annual general meeting Thursday at the Santa Barbara Historical Museum, where leaders talked about the trends facing the city’s hospitality industry and how it could affect the local economy.
The meeting included about 200 guests from 15 local businesses as well as city and county officials, such as Santa Barbara Mayor Randy Rowse and Santa Barbara County Second District Supervisor Laura Capps.
Speaking to the crowd, Kathy Janega-Dykes, president and CEO of Visit Santa Barbara, acknowledged the uncertainty facing the tourism industry in today’s market.
According to Visit Santa Barbara, the local tourism industry generates more than $2.24 billion in revenue annually, contributes $82.9 million in taxes and supports more than 15,000 local jobs.
“We are seeing people weighing their travel options more cautiously amid economic uncertainty, but the Santa Barbara South Coast is an ideal destination for the uptick in what we’re calling ‘no passport’ vacations,” Janega-Dykes said.
Janega-Dykes said many Americans are avoiding traveling abroad and are looking for alternatives.
Trends also show that travelers want more flexibility now, according to Janega-Dykes. Despite low reservations for the time of year, travelers are starting to book hotel rooms on shorter notice, she said.
Additionally, she said trends popping up are wellness, cowboy tourism and nature tours. She added that tourists are looking for authentic cultural experiences.
Other events will be coming to California in the future, which Janega-Dykes believes will benefit the industry — specifically, the 2026 World Cup, two Super Bowls and the 2028 Summer Olympics.
She added that the organization is hearing from teams who are looking for a place to prepare and acclimate to the weather.
“As I ran through a lot of these trends, you’ll see that the Santa Barbara South Coast really ticks most of the boxes today’s travelers seek,” Janega-Dykes said.
She added that Santa Barbara’s brand and unique architecture help the city stand out and act as a tourism driver.
Tom Patton, board chairman, recognized outgoing members who had finished their three-year terms and welcomed the new members who would join in June.
The outgoing members include Greg Broussard, general manager of Santa Barbara Hotel Group, and Samantha Onnen, CEO of Santa Barbara Airbus. The incoming members include Jason Baker, founder and CEO of Expond, and Woody Sears, founder and CEO of Autio.
