May is tourism month in California and one region in the state is celebrating a milestone. Monterey County, where the sea meets the forests, is reporting $3.3 billion in visitor spending for 2025, topping a pre-pandemic peak of $3.2 billion set in 2019.
The numbers reflect a growing interest in the Central Coast, home to tourist favorites like Big Sur and Carmel-by-the-Sea, and a visitor economy that generates real benefits for the community. Tourism supported nearly 28,000 jobs, and state and local tax revenues reached a record $346 million, which fund essential public services, according to the latest economic impact study from Dean Runyan Associates.
Kevin Ellis, board chair for Monterey County Hospitality Association, said in a statement: “Behind every tourism dollar is a person, whether a room attendant, server, golf professional, event staff member, chef or small business owner, helping create the Monterey County experience.”
The Monterey County experience is arguably one of the more unique in the state, driven by awe-inspiring natural beauty. Visitors can stroll along the beach, kayak along the Elkhorn Slough with sea otters in Moss Landing, go whale watching, hike in a number of county and state parks — Pfeiffer Big Sur State Park was recently named the best state park for camping in a statewide poll — and drive through the lush Salinas Valley, otherwise known as the Salad Bowl of the World.
The increase in tourism has led to investment in world-class amenities. New hotels have opened within the last year, including the Kimpton Mirador in Pacific Grove and the first ever hotel in Sand City along the peninsula, the Marriott Courtyard and Residence Inn, which are a short drive from downtown Monterey and Laguna Seca raceway.
“We have 250 hotels that represent an incredibly broad portfolio, from the coolest Best Westerns in the world to Post Ranch Inn, which is arguably on every top five list,” said Rob O’Keefe, president and CEO of See Monterey, a nonprofit that promotes tourism in the region. “We also have a lot of hidden gems that are not national brands, like the Monterey Plaza Hotel on Cannery Row, the Portola Hotel and Spa, La Playa Hotel and a variety of bed and breakfasts and smaller hotels in Pacific Grove and Carmel.”
The ‘halo effect’
O’Keefe said the location of Monterey County, perfectly situated in between Los Angeles and the San Francisco Bay Area, makes it the perfect side destination for tourists who are primarily traveling to major events in those two major metros.
O’Keefe said he saw this happen, which he called ‘the halo effect’ with the Super Bowl earlier this year in Santa Clara. Now, with the FIFA World Cup hosting games in both the San Francisco Bay Area and Los Angeles, O’Keefe is preparing for the ultimate FIFA road trip this summer.
With Highway One fully opened at Big Sur, O’Keefe said there is no better way to travel between the two locations.
“It is the ultimate road trip experience,” said O’Keefe. “People are coming from across the country and international markets — they are not going to buy a soccer ticket and leave immediately after. They’re going to spend some time here. They are going to explore.”
A stop for a picnic lunch at Point Lobos, the crown jewel of the state park system, a dinner at one of Carmel’s Michelin star restaurants, or a drive through Steinbeck country where rolling farmland lays between the Gabilan and Santa Lucia mountain ranges. The options are limitless.
Monterey calendar-worthy events
California Roots and Arts Festival
One of the largest festivals of its kind, “Cali Roots” is three days of reggae, roots, hip-hop and reggae-rock. Drawing thousands of fans, the event features live performances across multiple stages, art installations, and local food and drink options.
If you go: May 22-24. Monterey County Fair & Event Center, 2004 Fairgrounds Road, Monterey. Tickets $208-$387.18. californiarootsfestival.com
Ferrari Challenge North America
Five of Ferrari’s elite racing programs, including the rare XX and F1 Clienti cars, come together for a spectacle of speed and engineering few events can match. General admission grants attendees paddock access.
If you go: June 19-21. WeatherTech Raceway Laguna Seca, 1021 Monterey Salinas Hwy, Salinas. Tickets $36.05-$98.15. weathertechraceway.com
California Rodeo Salinas
The largest rodeo in California features traditional events such as bull riding, team roping, steer wrestling, and barrel racing as well as monster trucks and live entertainment. This year’s Big Week kick-off concert is headlined by Miranda Lambert.
If you go: July 16-19. Salinas Sports Complex, 1034 N. Main Street, Salinas. Tickets: $26-$40 for single-day admission. Concert, monster trucks are a separate ticket price. carodeo.com
Monterey Car Week
A 10-day celebration of the automobile takes place at venues throughout Monterey County. Highlights include the Rolex Monterey Motorsports Reunion where 300 historic cars take to the track at WeatherTech Raceway Laguna Seca and the Pebble Beach Concours d’Elegance where the world’s top car collectors meet and compete.
If you go: August 7-16. Monterey Car Week, venues throughout Monterey County. Ticket prices vary. Several events are free. seemonterey.com/events/monterey-car-week
This article originally appeared on Salinas Californian: Headed to LA, SF for World Cup? Don’t sleep on this side destination
Reporting by Roseann Cattani, Salinas Californian / Salinas Californian
USA TODAY Network via Reuters Connect
