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Fall 2026 Commission Meeting

Materials

California Travel and Tourism Commission Meeting
Thursday, October 8, 2026
9:00 a.m. – 1:00 p.m.

Claremont Resort & Club
41 Tunnel Rd, Berkeley, CA 94705

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 24, 2026 Meeting Minutes
  2. Chair Welcome and Opening Remarks
    1. CEO introduction and Q&A
      1. Current Commission Operations, Action Items and Priorities
  3. CEO Report
    1. National Perspective on Tourism and the Economy
      1. U.S. Travel Summer Summit
    2. State Perspective on Tourism and the Economy
      1. Visitor Spending Forecast
      2. FIFA Economic Impact & Key Indicators
    3. Video: “Visit California Marketing Highlights”
  4. Public Affairs/ “Why Travel Matters”
    1. California Legislative Update
      1. Guest Speaker: Cassandra Pye, President, Lucas Public Affairs
    2. Wildfire Season Update
    3. Highway 1 Update
    4. Legislative Action: Budget Allocation for Wine Industry Promotion
      1. Discuss, Consider and Vote on Budget Revision
  5. Marketing Advisory Committee Meeting
    1. Call to Order
      1. Roll Call and Approval of June 2, 2026 Meeting Minutes
    2. Vice Chair of Marketing Opening Remarks
      1. Officer Platform Review
      2. Marketing Effectiveness Update
    3. CEO Marketing Report
      1. FY26/27 Marketing Update
      2. FY26/27 Key Programs & Milestones
      3. Advertising Agency of Record Introduction – Guest Speaker: GALE Co-Founder & COO Sanjeev Gosain; Chief Brand & Experience Officer Winston Binch; Vice President Eleanor Haeg
    4. Program Highlights
      1. Brand Update
        1. Global Marketing Ultimate Playground Highlights
          1. Brand Sentiment Update
          2. FY26/27 Brand Strategy Update
            1. Digital Update
            2. Collaborative Marketing Framework
        2. International/Trade/Professional Meetings and Events Update
          1. FIFA World Cup Momentum
          2. International Markets Approach
          3. FY26/27 Trade Strategy Update
          4. FY26/27 PME Strategy Update
        3. Good News Bureau Update
          1. FY26/27 Earned Media Strategy Update
          2. Global Media Placements & Effectiveness
          3. Influencer Strategy Update
          4. Culinary Update
    5. Public Comment on Matters Not on the Agenda
    6. Agenda Items for Future Meetings
    7. Adjourn Marketing Advisory Committee Meeting
  6. Finance
    1. Discuss, Consider and Vote on Audited Financials (Period Ending June 30, 2026)
    2. Discuss the Budget Report (Period Ending Aug. 31, 2026)
  7. Public Comment on Matters Not on the Agenda
  8. Agenda Items for Future Meetings
  9. Upcoming Meetings
    1. Outlook Forum, Monterey – March 2-3, 2027
    2. Winter Board Meeting, Monterey – March 4, 2027
    3. Spring Board Meeting, Beverly Hills – June 8, 2027
    4. Fall Board Meeting, San Diego – Oct. 12, 2027
  10. Adjournment

Additional documents