Visit SLO CAL, the destination marketing and management organization (DMMO) for San Luis Obispo County. It celebrated its annual SLO CAL Summit 2024 under the “Radical Collaboration” banner, signalling a groundbreaking approach to regional tourism development. Held on September 25th at the Embassy Suites by Hilton in San Luis Obispo, this sold-out event brought together over 200 influential tourism leaders, stakeholders, and business partners for a day of insightful discussions, inspiring keynote speeches, and strategic planning aimed at shaping the future of SLO CAL’s burgeoning tourism sector.
With a clear focus on strengthening partnerships and pushing the envelope on innovation, the Summit highlighted how collaborative efforts can propel San Luis Obispo County into the next chapter of growth and recognition as a premier travel destination.
A Visionary Gathering for Regional Advancement
“Our tourism industry continues to be a cornerstone of economic health for our communities,” stated Cathy Cartier, President and CEO of Visit SLO CAL. “The success of this year’s Summit underscores our shared commitment to transforming challenges into opportunities through collective action. As we look to the future, collaboration will be key in maintaining our momentum and achieving sustainable growth.”
Cartier’s opening address set the tone for the day, emphasizing SLO CAL’s impressive projected 30% increase in lodging capacity by 2031 and the need for a cohesive strategy to overcome transportation and workforce hurdles. Her message resonated throughout the summit, framing “Radical Collaboration” as a vital strategy to unify diverse sectors and craft solutions that benefit the entire region.
Key Highlights from SLO CAL Summit 2024
State of SLO CAL Presentation by Cathy Cartier
In her much-anticipated “State of SLO CAL” address, Cartier offered an in-depth look at the region’s performance and future outlook, celebrating the resilience of the local tourism industry amid evolving global travel trends. She underscored the necessity of harnessing partnerships and cross-industry collaboration to elevate the SLO CAL brand further and set it apart as a dynamic destination for travellers.
Powerful Keynote Speakers: Charting a Path Forward
- Geoff Freeman, President & CEO of the U.S. Travel Association, delivered a compelling keynote on the current “State of the Industry,” outlining critical priorities for the travel sector. He emphasized the importance of maintaining a united voice to address national policy issues and capitalize on emerging opportunities.
- Dr Eric Solomon, CEO of The Human OS and a renowned expert in human behaviour, explored the evolving role of travel in fostering human connection and well-being in his address, “From More to Better: What it Means to be Human Right Now.” His talk challenged attendees to rethink traditional tourism models and adopt more community-centric approaches prioritising quality over quantity.
Panel Discussions: Defining the Future of Tourism
The Summit also featured two insightful panel discussions that addressed the critical themes of sustainability and collaboration:
- “How Sustainability Impacts Your Bottom Line and Brand” – Led by Joel Peterson, Executive Director of Paso Robles Wine Country Alliance, this session featured industry leaders Hilary Graves of Booker Wines and Andy Niner of Niner Wine Estates. Panellists explored actionable strategies for aligning sustainable practices with business profitability, reinforcing the economic case for sustainability in tourism.
- “Fostering Radical Collaboration” – Moderated by Tammy Haughey, Managing Partner of The Shipyard, this panel brought together experts from across various sectors, including Jack Penning of Volaire Aviation, Stacie Jacob of Travel Paso, and Karen Tillman of Cal Poly San Luis Obispo. The discussion centred on breaking down silos and building robust partnerships to address systemic challenges and unlock new growth opportunities.
Networking and SLO CAL Crafted Pop-Up
The Summit concluded with a vibrant networking reception featuring a curated “SLO CAL Crafted” pop-up showcasing local artisanal products. Attendees could sample a Paso Robles Distillery Trail signature cocktail, sip on SLO Coast Wine Region wines, and savour a gourmet charcuterie board from Central Coast Creamery. The event served as a testament to the region’s rich agricultural and culinary offerings, providing a memorable experience that encapsulated the essence of SLO CAL’s unique identity.
Beyond the Summit: The Road Ahead for SLO CAL
Visit SLO CAL’s focus on “Radical Collaboration” is a one-day theme and a long-term vision that aims to redefine the county’s tourism landscape. The organization is committed to working with local communities and businesses to create an inclusive growth strategy that respects the region’s heritage while embracing tomorrow’s opportunities. From the ranches of Paso Robles to the vibrant streets of San Luis Obispo and the serene beaches of Avila to the historic charm of Atascadero, every corner of SLO CAL has a role to play in this collaborative transformation.
As SLO CAL prepares for its next growth phase, initiatives such as expanded lodging capacity, enhanced transportation connectivity, and workforce development programs are expected to take centre stage. With strong leadership and a steadfast commitment to partnership, the region is poised to become a model for sustainable tourism and community-driven success.
SLO CAL: Where Collaboration Fuels Excellence
The 2024 SLO CAL Summit was more than just a meeting of minds—it was a catalyst for action. By bringing together diverse voices and fostering “Radical Collaboration,” Visit SLO CAL has set a bold precedent for what can be achieved when an entire region comes together with a shared purpose.
Written by: Octavia Koo
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