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Fall 2025 Commission Meeting

Materials

California Travel and Tourism Commission Meeting
Wednesday, October 22, 2025
9 a.m. – 1 p.m.

Waldorf Astoria Monarch Beach
1 Monarch Beach Resort
Dana Point, CA 92629

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 June 3, 2025 Meeting Minutes
  2. Chair Welcome and Opening Remarks
    1. Proposed Officer Platform
  3. CEO Report
    1. Global Perspective on Tourism and the Economy
      1. WTTC Global Summit Recap
    2. National Perspective on Tourism and the Economy
    3. State Perspective on Tourism and the Economy
      1. Visitation and Spending Forecast
    4. Current Commission Operations, Action Items and Priorities
    5. Video: “Visit California Marketing Highlights”
  4. Public Affairs / “Why Travel Matters”
    1. Crisis Response
      1. Wildfire Update
      2. Highway 1 Update
    2. California Cultural Districts Update
  5. 2025 Industry Renewal Referendum
    1. Guest Speaker: Tom Ross, President & CEO, Swing Strategies
  6. Nominating Committee Update
    1. Discuss, Consider and Vote on Recommendations and Nominations to Fill Audit Committee Vacancy
    2. Discuss, Consider and Vote on Recommendations and Nominations to Fill Accommodations Commissioner Vacancies
  7. Marketing Advisory Committee Meeting
    1. Call to Order
      1. Roll Call and Approval of June 3, 2025 Meeting Minutes
    2. Vice Chair of Marketing Opening Remarks
      1. Global Marketing Effectiveness
    3. CEO Marketing Report
      1. New Creative: “Joyride” Update
      2. Live Events Platform Update
        1. Route 66
    4. Program Highlights
      1. Brand Update
        1. FY25/26 Brand Advertising Strategy
        2. Paid Media Program Summary
        3. Content & Digital Marketing
          1. NextGen Content Strategy
      2. International Marketing Update
        1. FY25/26 International Strategy
        2. Global Activations
          1. Canada CEO Mission
      3. FY25/26 Professional Meetings and Events Strategy
      4. Earned Media Update
        1. FY25/26 Earned Media Strategy Overview
        2. Global Broadcast Highlights
        3. Influencer Program Update
        4. Accessible Travel Initiative
    5. Public Comment on Matters Not on the Agenda
    6. Agenda Items for Future Meetings
    7. Adjourn Marketing Advisory Committee Meeting
  8. Finance
    1. Discuss, Consider & Vote: Audited Financial Statements (Period Ending June 30, 2025)
    2. Discuss Budget Report (Period Ending August 31, 2025)
    3. Discuss, Consider & Vote on FY25/26 Budget Revise
      *We routinely include a budget revision vote on the agenda at the time we are required to publicly notice the meeting. However, no revisions are currently contemplated, so no supporting documents have been provided for that agenda item.
  9. Discuss, Consider and Vote on Proposed New Officer Platforms
  10. Public Comment on Matters Not on the Agenda
  11. Agenda Items for Future Meetings
  12. Upcoming Meetings
    1. Outlook Forum, San Diego – March 10-11, 2026
    2. Winter Board Meeting, San Diego – March 12, 2026
    3. Spring Board Meeting, Anaheim — June 2, 2026
    4. Fall Board Meeting, Oakland – October 8, 2026
  13. Adjournment

 

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