FY 2026-28 Tourism Marketing & Business Plan
Summary
Staff told the board the city is looking to cut about $1 million from its budget, and options being prepared for council in March could shift more shared PCC/TBID costs onto TBID funds.
At a glance
- Total mentions
- 12
- Last 30 days
- 0
Last discussed Sep 9, 2026.
Impact analysis
About $1 million in city budget cuts are on the table, with some shared tourism costs possibly shifting to TBID funds.
Citywide budget health.
Tourism programs could lose city-side funding if costs shift to TBID.
Mentions & discussions (12)
Promotional Coordinating Committee
The Chamber's PR efforts keep landing national coverage (Forbes, TripAdvisor, National Geographic), and a new guide targets Diablo Canyon maintenance workers visiting town. Lodging revenue looks good despite 200 new rooms, though the Las Vegas flight is permanently suspended.
Tourism Business Improvement District Board
The board's biggest spending decision of the meeting: $686,000 in tourism marketing for the coming year, targeting drive markets like LA, SF and San Diego plus fly markets like Seattle and Phoenix, with a first-ever test reaching remote workers. The money drives overnight stays that fund the district through hotel taxes.
Tourism Business Improvement District Board
The visitor guide is the board's only printed collateral and demand exhausted the 10,000 copies printed last June. The board approved a reprint from fund balance, with a nod to using recycled paper.
Promotional Coordinating Committee
The Chamber reported 81,000+ visitor interactions and a jump in national media placements, while international tourism dipped amid political and economic headwinds. These programs are funded largely by your hotel tax.
Tourism Business Improvement District Board
The board approved a roughly $2.3 million tourism promotion budget funded by projected lodging tax of about $11.5 million. It includes a new 20% fund reserve policy, $85,000 for a potential new tourism staff hire, and funding for contracts, research, and marketing programs before going to City Council on July 21.
Tourism Business Improvement District Board
The board's daylong retreat sets the direction for how San Luis Obispo will market itself to visitors over the next two years. Tourism dollars fund services and support local hotels, restaurants, and shops, so the plan's priorities matter to the whole visitor economy.
Promotional Coordinating Committee
The committee reviewed monthly tourism promotion expenditures and the February transient occupancy tax report — the hotel tax that funds much of this promotion.
Tourism Business Improvement District Board
SLO tourism is strong: 1.6 million visitors, $497 million in direct spending in 2025, up 4.1% — outpacing the county. Visitor center services and media placements (including a BBC sustainability ranking) are performing well.
Promotional Coordinating Committee
Downtown SLO laid out a full year: the 30th season of Concerts in the Plaza, July 3 and August block parties on the Dog Leg, a September chalk festival, and the 50th holiday parade — all aimed at boosting downtown foot traffic after a slight 2025 visitation dip.
Promotional Coordinating Committee
San Luis Obispo picked up a Marcom Gold Award for the 2025 ARTober campaign and a PRSA Image Award for the 2024 Downtown Summer Spending campaign — outside recognition that the city's promotion dollars are producing quality work.
Tourism Business Improvement District Board
Staff told the board the city is looking to cut about $1 million from its budget, and options being prepared for council in March could shift more shared PCC/TBID costs onto TBID funds.
Tourism Business Improvement District Board
Restaurant Month is running with a record 60-plus participating eateries, a gift-card giveaway, and a first-ever national press release exploring its visitor appeal.
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