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Winter 2026 Commission Meeting

California Travel and Tourism Commission Meeting
Thursday, March 12, 2026
9:00 a.m. – 1:00 p.m.

Gaylord Pacific Resort & Convention Center
1000 H St, Chula Vista, CA 91910

AGENDA

All times indicated and the order of business are approximate and subject to change. Subject to the discretion of the Chair, agenda items may be heard out of sequence.

  1. Call to Order
    1. Roll Call and Approval of October 22, 2025 Meeting Minutes
  2. Chair Welcome and Opening Remarks
    1. Referendum Results
    2. Outlook Forum 2026 Recap
  3. CEO Report
    1. State Perspective on Tourism and the Economy
      1. Economic Impact Update
    2. National Perspective on Tourism and the Economy
      1. Guest Speaker: Geoff Freeman, President & CEO, U.S. Travel Association
  4. Public Affairs/ “Why Travel Matters”
    1. California Snow Summit
    2. Highway 1 Reopening
    3. California Tourism Month Preview
  5. Leadership Update
    1. Call and Vote on Commissioner Re-Election Referendum
    2. Guest Speaker: Mike Gamble, Chairman & CEO, SearchWide Global
  6. Marketing Advisory Committee Meeting
    1. Call to Order
      1. Roll Call and Approval of October 22, 2025 Meeting Minutes
    2. Vice Chair of Marketing Opening Remarks
      1. Officer Platform Review
      2. FY 24/25 Ad Effectiveness/ROAS
    3. CEO Marketing Report
      1. FY 26/27 Strategic Framework
      2. Live Events Update
        1. Super Bowl
        2. Route 66
        3. World Cup
        4. Winter Olympics 2026
        5. America 250
    4. Global Market Reports
      1. Canada CEO Mission Recap
    5. Program Highlights
      1. Brand Update
        1. FY 25/26 The Ultimate Playground Creative and Media Update
        2. Co-op Marketing Update
        3. Global Content Update
          1. California Visitor’s Guide
          2. Road Trips Guide
        4. Digital and Technology Update
      2. International/Trade/Professional Meetings and Events Update
        1. Key International Spring Activations
        2. Travel Trade Landscape
          1. Luxury Program Update
          2. Travel Agent Engagement Strategy
          3. 2026 IPW Update
        3. FY 25/26 PME Strategy Update
      3. Good News Bureau Update
        1. FY 25/26 Earned Media Strategy Update
        2. Global Media Placements & Effectiveness
        3. Influencer Strategy Update
        4. Media Highlights
        5. Media Events
    6. FY26/27 Marketing Plan Proposal
      1. FY 26/27 Preliminary Budget
    7. Public Comment on Matters Not on the Agenda
    8. Agenda Items for Future Meetings
    9. Adjourn Marketing Advisory Committee Meeting
  7. Finance
    1. Discuss, Consider and Vote on Reviewed Financial Statements for Period
      ending November 30, 2025
    2. Present and Discuss the Federal Single Audit
  8. California Welcome Center Update
  9. Public Comment on Matters Not on the Agenda
  10. Agenda Items for Future Meetings
  11. Upcoming Meetings
    1. Spring Board Meeting, Anaheim — June 2, 2026
    2. Fall Board Meeting, Oakland – October 8, 2026
    3. Outlook Forum – March 2-3, 2027
    4. Winter Board Meeting – March 4, 2027
  12. Adjournment

Additional materials