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Spring 2026 Commission Meeting

Materials

California Travel and Tourism Commission Meeting
Tuesday, June 2, 2026
9 a.m. – 1 p.m.

Disney's Grand Californian Hotel & Spa
1600 Disneyland Dr, Anaheim, CA 92802

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 March 12, 2026 Meeting Minutes
  2. Chair Welcome and Opening Remarks
  3. CEO Report
    1. National Perspective on Tourism and the Economy – Guest Speaker: Geoff Freeman, President & CEO, U.S. Travel Association
    2. State Perspective on Tourism and the Economy
      1. 2025 Economic Impact of Travel Report
      2. 2026 California Travel Forecast
    3. Current Commission Operations, Action Items and Priorities
    4. Video: “Visit California Marketing Highlights”
  4. Public Affairs/ “Why Travel Matters”
    1. California Tourism Month
      1. Media Highlights
      2. Legislative Resolution
    2. Highway 1 Update
    3. Wine Industry Roundtable
  5. Nominating Committee
    1. Discuss, Consider and Vote on Recommendations and Nominations to Fill Existing Commissioner Vacancies
    2. Announce Results on Commissioner Re-Election Referendum
  6. Personnel Advisory Committee Update
    1. Guest Speaker: Mike Gamble, Chairman & CEO, SearchWide Global
  7. Marketing Advisory Committee Meeting
    1. Call to Order
      1. Roll Call and Approval of March 12, 2026 Meeting Minutes
    2. Vice Chair of Marketing Opening Remarks
      1. Officer Platform Review
      2. Brand Health Highlights
    3. CEO Marketing Report
      1. Proposed FY26/27 Marketing Work Plan
      2. Advertising Agency of Record Update
      3. Live Events Update
    4. Program Highlights
      1. Brand Update
        1. FY26/27 Brand & Content Strategy Overview
          1. Creative and Media Strategy
        2. Co-op Marketing Update
        3. Global Content Update
        4. Digital Ecosystem Update
      2. International/Trade/Professional Meetings and Events Update
        1. FY26/27 International Strategy Overview
          1. Market Prioritization
          2. In-Person Engagements
        2. FY26/27 Trade Strategy Overview
          1. IPW Update
        3. FY26/27 PME Strategy Overview
        4. Key International/Trade/PME Spring Highlights
      3. Good News Bureau Update
        1. FY26/27 Earned Media Strategy Overview
        2. Global Media Placements & Effectiveness
        3. Influencer Strategy Update
        4. Media Placement Highlights
        5. Media Events
    5. Discuss, Consider and Vote on Proposed FY26/27 Marketing Plan/Budget
    6. Public Comment on Matters Not on the Agenda
    7. Agenda Items for Future Meetings
    8. Adjourn Marketing Advisory Committee Meeting
  8. Finance
    1. Discuss, Consider and Vote on Proposed FY26/27 Program Budget
    2. Discuss, Consider and Vote on Reviewed Financial Statements for Period Ending February 28, 2026
  9. California Welcome Center Update
  10. Public Comment on Matters Not on the Agenda
  11. Agenda Items for Future Meetings
  12. Upcoming Meetings
    1. Fall Board Meeting, Oakland – October 8, 2026
    2. Outlook Forum, Monterey – March 2-3, 2027
    3. Winter Board Meeting, Monterey – March 4, 2027
    4. Spring Board Meeting, Beverly Hills – June 8, 2027
  13. Adjournment

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