July 15, 2025 Breaking News, Latest News, and Videos

Santa Monica’s Tourism Industry May Take Two Years to Fully Recover

Tourism officials look domestically to attract new visitors

By Dolores Quintana

It may take two years for Santa Monica’s tourism industry to fully recover, as the city looks domestically rather than internationally to attract new visitors. 

“The ‘recovery and forecast’ research shows that slow but steady growth in tourism is in progress and that the road to recovery will be fraught with challenges known and unknown,” said Misti Kerns, President and CEO of Santa Monica Travel & Tourism (SMTT).

During SMTT”s annual submit, held virtually last month, officials said that Santa Monica hotels registered their highest occupancy rate since 2019 on Memorial Day, when it reached 90.5 percent, but more growth is still needed. 

“Midweek business is still needed to assist in stabilizing occupancy and conference business and international leisure needs to return before that can happen, so a full recovery is not anticipated until 2023-2024,” reads a press release from SMTT. 

In an attempt to recover their share of the tourism market, SMTT has adopted a “drive market” strategy. Rather than waiting for the market to recover on its own, they are seeking to bring tourists back by anticipating the market and the needs of those tourists through marketing research and prudent application of the research findings. 

Part of SMTT’s new strategy is looking domestically rather than internationally to attract new tourists. Santa Monica’s tourism industry was comprised of 51 percent international visitors in 2019, which fell to 24.9 percent in 2020. 

‘While increasing international visitation remains the primary objective, a steady tourism recovery in 2021 now focuses on a drive market strategy with reach into California, Texas, Arizona, Nevada and Florida,” SMTT said. 

At the annual summit, Lauren Schlau, President, Lauren Schlau Consulting, presented a travel outlook for Santa Monica, along with trends that are impacting domestic and international tourism. According to Schlau, the domestic visitor trend will continue into 2022 for Santa Monica, while the share of international visitors should increase starting this month, when the U.S. allows more countries to visit as reported. 

Looking to 2022, Schlau predicted rising per-capita and total spending, still well below 2019 but above 2021 levels. 

“Assumptions for 2022 include increasing demand with more international and business travel; room rates will continue to rise above the inflation rate; and no new supply in 2022 and beyond, although many properties are refurbishing, repositioning and improving product and service – this may result in some guest displacement and higher room rates, during peak periods,” SMTT said.

in News
<>Related Posts

California Hits Two-Thirds Clean Energy Milestone

July 15, 2025

July 15, 2025

This year, clean energy has powered the state for an average of seven hours daily, with over 90% of days...

Venice Beach to Host First Medal at 2028 Olympics

July 15, 2025

July 15, 2025

Venice Beach, known for its vibrant boardwalk, will kick off the 844 ticketed events, hosting the triathlon along its coastline...

Santa Monica Man Arrested for Allegedly Exporting Electronics to Iran

July 14, 2025

July 14, 2025

Ostovari, identified as the CEO of a Tehran-based engineering firm, allegedly orchestrated the scheme since 2018  A 66-year-old Santa Monica...

Federal Judge Sides with Santa Monica, Other Local Governments Against Immigration Raids

July 14, 2025

July 14, 2025

Santa Monica Mayor Lana Negrete praised the ruling, saying it reaffirmed the city’s commitment to protecting residents from unjust detention...

Veterans Tech Group to Launch Los Angeles Chapter with Networking Event

July 14, 2025

July 14, 2025

Founded in San Francisco, VetsInTech operates 20 chapters nationwide and claims more than 60,000 veterans VetsInTech, a national nonprofit that...

Film Review: Jurassic World: Rebirth

July 13, 2025

July 13, 2025

“The story is simplistic and predictive, and that’s all it needs to be, because the age-old battle to survive the...

Santa Monica Assault Suspect Faces Multiple Charges, Authorities Seek Additional Victims

July 13, 2025

July 13, 2025

Marbra allegedly assaulted a 52-year-old woman on the Strand in Santa Monica, facing a felony count of assault with intent...

SM.a.r.t.Column: Does the Rand Corporation have a future in Santa Monica?

July 13, 2025

July 13, 2025

“Although no one said it outright, it is clear to all that RAND is feeling—and will continue to feel—the impact...

County Health Leaders Decry Federal Policy Barring Undocumented from Programs

July 12, 2025

July 12, 2025

The officials argued the policy jeopardizes care for all residents, noting it could deter people—regardless of status—from seeking treatment  Leaders...

County Supervisors Move to Preserve Measure J Amid Charter Error

July 12, 2025

July 12, 2025

Measure J mandates that at least 10% of the county’s locally generated, unrestricted funds be allocated to community investments like...

LA Medical Center Seeks Help Identifying Unconscious Patient

July 12, 2025

July 12, 2025

He has been unconscious since admission, and staff have been unable to determine his identity Los Angeles General Medical Center,...

Mayor Bass Issues Directive to Protect Immigrant Communities

July 12, 2025

July 12, 2025

The order expands access to city resources for affected families and requests records from ICE, including details on arrests Mayor...

Downtown Santa Monica CEO Andrew Thomas to Step Down

July 11, 2025

July 11, 2025

Thomas, who rejoined DTSM, Inc. in 2022, oversaw the introduction of a private security program, expanded homeless outreach, and boosted...

Conservancy to Tour Historic Miles Playhouse at State of the City Event

July 11, 2025

July 11, 2025

Built in 1929, the Miles Playhouse serves as the centerpiece of Lincoln Park The Santa Monica Conservancy will offer 15-minute...

Sen. Ben Allen Highlights Challenges, Economic Gains for LA28 Olympics

July 11, 2025

July 11, 2025

The remarks came during the first informational hearing of the Senate’s Special Committee on International Sporting Events State Sen. Ben...