HUNTINGTON BEACH, Calif. –  May 9, 2025 – Visit Huntington Beach (VHB), the private, non-profit destination management organization of Huntington Beach, welcomed nearly 250 tourism professionals, civic leaders and local stakholders to its third Tourism Summit yesterday. The event provided an inspiring and strategic look at the current and future state of tourism in Huntington Beach. 

Held at the Hyatt Regency Huntington Beach Resort & Spa, the event's theme, The State of Play, was a nod to both the destination's role as a world-class outdoor playground and its strategic positioning as a premier destination heading into a transformative era that includes the LA28 Olympic Games. 

The summit opened with a warm welcome from VHB President & CEO Kelly Miller, who emphasized the power of perseverance, intentional branding, and data-driven strategy that have shaped Huntington Beach's tourism success. 

"We've built a destination that resonates with authenticity, accessibility, and unforgettable moments," said Miller. "Our destination brand foundation is strong, and our strategy is working."

A highlight of the summit was the unveiling of impressive 2024 economic impact figures: Huntington Beach welcomed 2.34 million non-Orange County visitors - a 4.4% increase over the previous year - who contributed $580 million in direct local spending. Tourism now supports over 5,600 jobs and generated $21 million in tax revenue for the city in 2023. 

Key speakers included:

  • Caroline Beteta, President & CEO of Visit California, who delivered an energizing keynote on statewide travel trends and the importance of strategic storytelling. 
  • Cindy Decker, Senior Manager at Tourism Economics, who presented actionable insights backed by market data. 
  • Tommy Martinez, Senior Partner at Tripadvisor, who shared Gen Z and Millennial travel behaviors. 
  • Karch Kiraly, Olympic gold medalist and head coach of the U.S. Men's National Volleyball Team, who participated in a dynamic Q&A on leadership, motivation, and opportunities for Huntington Beach around LA28. 

Announcements included VHB's partnership with JNS Next as its new advertising agency of record, and an expanded media spend as Surf City USA® ramps up global promotion efforts through 2028. The event also celebrated the recent approval of a 6% TBID assessment, unlocking new funding for tourism marketing and sales efforts. 

Special recognition was given to elected officials in attendance, VHB Board Members, and the sponsors who made the event possible - Noble Studios, Visit Anaheim, Huntington Beach Chamber of Commerce, Visit Newport Beach, CA Meetings & Events, Citizen Relations, Coffey Media Connections, Datafy, Meetings Today, Northstar Meetings Group, The Orange County Sports Commission, Pacific City, Republic Services, Tripadvisor, and KTLA. 

The summit concluded with the presentation of the Surf City USA® Industry Leader Award, honoring Hayley Barg, Culture & Engagement Manager of The Waterfront Beach Resort, a Hilton Hotel, for her outstanding leadership and contributions to the local tourism community. 

As Surf City USA® prepares to welcome the world during the LA28 Olympic Games and beyond, the Tourism Summit affirmed that Huntington Beach is not only ready to play - it's ready to win. 

Presentations and data featured in the 2025 Huntington Beach Tourism Summit will be available soon at HBTourismSummit.com.

About Visit Huntington Beach

Visit Huntington Beach is the official destination marketing organization of Huntington Beach, California, also known famously as Surf City USA®. Located along Pacific Coast Highway with convenient access from three airports, Huntington Beach boasts 10 miles of wide-open beaches, endless opportunities for outdoor adventure and a laid-back welcoming community known for its vibrant surfing history and culture, making it the ultimate Southern California destination for travelers from around the world. To learn more about Huntington Beach, visit SurfCityUSA.com.

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