In recognition of National Travel and Tourism Week (NTTW) and California Tourism Month, Visit SLO CAL (VSC), the official destination marketing and management organization (DMMO) for San Luis Obispo County (SLO CAL) announces that direct travel spending in SLO CAL reached $2.4 billion in 2024, contributing to a countywide travel spending increase of 2.6%, according to new economic impact research released today by Visit California. NTTW shines a spotlight on the U.S. travel industry’s essential role in driving economic growth, creating jobs and enhancing the nation’s global competitiveness.
Tourism in SLO CAL recorded $60.1 million in transient occupancy tax, supporting 23,820 local jobs, a 3.7% increase year-over-year, which fund essential services and programs in the community.
“Tourism is vital to SLO CAL, driving economic prosperity, creating jobs and enhancing the vibrancy of our region,” said Cathy Cartier, President & CEO of Visit SLO CAL. “As the region’s second largest economic driver, tourism strengthens our local economy, supports thousands of jobs and helps preserve the communities that make SLO CAL so special.”
In 2024, tourism also generated $105.6 million in local tax revenue. Without the tax revenue generated by tourism, each local household would need to pay an additional $21,707 to create the same economic benefit for the community. Furthermore, each household would need to spend an additional $1,855 in taxes to create the same economic impact for local businesses.
Other notable 2024 tourism metrics include:
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Tourism in SLO CAL generated $202.1 million in state and local taxes
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Tourism contributed 10.39% to the countywide GDP
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SLO CAL’s tourism industry earnings (total after-tax income including wages and salaries) reached $953.1 million, marking a 4.3% increase year-over-year.
This announcement comes as communities nationwide celebrate the U.S. Travel Association’s NTTW from May 4-10, 2025, while highlighting how travel drives economic growth, strengthens communities and enhances quality of life throughout the U.S.
Since 1983, NTTW has underscored the travel industry’s contribution to U.S. economic strength, community vitality and quality of life. In 2024, the U.S. travel industry generated $2.9 trillion in economic output, supported more than 15 million jobs and produced $190 billion in tax revenue – equivalent to $1,490 per household.
NTTW also aligns with May’s California Tourism Month, a statewide initiative established in 2016 to showcase the impact of tourism. Visit California and Visit SLO CAL encourage Californians to explore the Golden State and invite visitors from around the world to experience SLO CAL’s diverse offerings. By keeping travel dollars in-state and welcoming new visitors, Californians can help support local economies and regional businesses hit hardest by a softening economy, helping ensure the state’s competitive edge remains strong.
As SLO CAL’s official DMMO, Visit SLO CAL is dedicated to serving and promoting the diverse communities that make up the region, including Nipomo, Grover Beach, Oceano, Arroyo Grande, Pismo Beach, Shell Beach, Avila Beach, Edna Valley, San Luis Obispo, Los Osos/Baywood Park, Morro Bay, Cayucos, Cambria, Harmony, Paso Robles, Templeton, Atascadero, Creston, Shandon, Cholame, San Miguel, Santa Margarita, Pozo, San Simeon and Ragged Point.
