CEO Update: Highway 1 remains a priority two years after closure

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Dear Industry Partners, 

More than two years have passed since the Regent’s Slide closed Highway 1 north of Lucia in Monterey County. Two years is far too long for communities to endure this level of disruption, and the road to recovery must remain a priority.
 
As you may recall, last year Visit California convened a strategy session in Sacramento with Sen. John Laird, Secretary of Transportation Toks Omishakin and Caltrans leadership including District 5 Director Scott Eades to underscore the economic toll of the closure and advocate for long-term solutions. The outcome was promising — a shared commitment to spotlight what remains accessible, strengthen communication from state partners and sustain collaboration with local stakeholders.
 
Unfortunately, a reopening timeline remains uncertain. The good news is Big Sur remains open and accessible. However, the highway’s status as one of the most iconic road trips in the world means some travelers will defer their trips to California until it is reopened. To retain as much of that visitation as possible, Visit California is working closely with destination partners across the Central Coast and beyond to ensure it stays top of mind for travelers.
 
Notably, Visit California’s new road trips campaign, Up Around the Bend, features scenes shot at Ragged Point on Highway 1. The spot debuted during the Academy Awards national broadcast March 2, and it is now airing in the United States, United Kingdom, Mexico, Canada, Australia and China.
 
Last year alone, Visit California delivered 476 earned media stories (such as this piece in National Geographic Traveller) about the iconic region, driving 1.7 billion total impressions. We continue to host journalists and influencers to showcase that the region’s gems are open for business and ready to welcome travelers.
 
Across our owned platforms — including VisitCalifornia.com, social media, California Visitors Guide, Road Trips Guide and California Now podcast — Highway 1 continues to be a focal point. These efforts are amplified by proactive media relations and trade outreach, all designed to sustain global interest, build traveler confidence and support long-term recovery.
 
This is more than just a transportation challenge. Highway 1 represents economic vitality, community pride and the very essence of the California road trip. Our job is to ensure the world continues to see and experience it.  Visit California will keep advocating for progress, promoting what’s accessible and celebrating the spirit of the Golden State.

 

Sincerely,
Caroline Beteta
President & CEO
Visit California