Regional Strategic Tourism Plans
California was designated by the U.S. Department of Commerce for a $5 million grant to prepare strategic tourism plans for each of our 12 tourism regions. The plans aim to help tourism stakeholders, residents and civic partners prepare for the future in their destinations.
Submit feedback and get involved
In January, Visit California signed a contract with global consulting firm JLL, allowing the formal launch of the two-year project. JLL and its partners — including Ernst&Young, Tourism Economics and the World Travel and Tourism Council — will conduct extensive research with industry stakeholders, residents and community leaders in each region.
The plans will examine the full range of tourism dynamics, from destination brand perceptions to housing imbalances, environmental challenges, workforce development, public safety issues, infrastructure priorities and digital marketing performance. Tourism businesses and DMOs will use the findings and recommendations to inform business decisions, inspire partnerships with local governments and nonprofits and build a more sustainable future for the industry. The contract with JLL requires actionable recommendations and implementation strategies in each region at the end of this process.
Free Digital Marketing Assessment and Consultation
The Regional Plan project gives California DMOs a free digital marketing assessment and consultation. DMOs can get started at https://www.unispheredestinations.com/visit-california (Password: california).
Your engagement with this process is crucial.
As many voices as possible — from within the tourism industry and outside — are necessary to ensure the project produces comprehensive strategic tourism roadmaps that capture the opportunities and challenges in each region. The goal is to develop specific, actionable recommendations to guide decision making for the next decade.
Please use this form to provide feedback on tourism issues in your region and/or serve on a steering committee to help guide the project. Please share this page with your network so that your business partners and others across the region and state can support this vital effort. Your feedback goes directly to the team member responsible for planning in your region.
You may also email your regional lead directly:
JLL Regional Planning Team
Dan Fenton
Executive Vice President, JLL
Regions
Central Coast & SF Bay Area
Project Role
Oversight, strategy, regional lead
Brian Tress
Senior Strategic Advisor, JLL
Regions
Los Angeles & Gold Country
Project Role
Sustainability strategy advisor, regional lead
Ryan Foster
Senior Manager, Ernst&Young
Regions
Shasta Cascade & North Coast
Project Role
Regional lead
Bethanie DeRose
Senior Vice President, JLL
Regions
High Sierra & San Diego
Project Role
Project manager, regional lead
Rob Masi
Principal, Ernst&Young
Regions
Orange County & Inland Empire
Project Role
Regional lead
Amy Horwath
Senior Manager, Ernst&Young
Regions
Central Valley & Deserts
Project Role
Regional lead
