Visit Ventura | Driving the Economy Through Tourism

Visit Ventura proudly presents their third annual end of year video depicting a summary of their efforts through FY17/18.

It has been an unforgettable year filled with resiliency and commit that resulted in a 3.3% increase in Transient Occupancy Tax year over year notwithstanding impacts from what was at the time the largest wildlife in California’s modern history. This video provides a high-level summary of Visit Ventura’s efforts during the fiscal year touching on marketing, public relations, sales, and community outreach. A few highlights include:

  • $6.2 million collected in Transient Occupancy Tax and contributed to the City of Ventura’s general fund
  • First-ever Amgen Tour of California stage start
  • 2 international award-winning marketing campaigns
  • $81,000+ leveraged in-kind to support industry and media familiarity trips and events
  • 100+ leads from meeting planners for group business shared with hotels
  • 75,000+ inspiration guides distributed nationwide

The video makes brief mention of the large-scale crisis response launched in December 2017. “It’s difficult to overstate the significance of Visit Ventura’s crisis response during the Thomas Fire. Having prepared an exhaustive crisis communications plan, Visit Ventura hit the ground running first using #VenturaStrong only hours after the fire reached Ventura. They provided unifying and informative messaging for partners, residents, and visitors and worked closely with partners paving the road to recovery,” said Councilmember Cheryl Heitmann.

The video also includes findings from Ventura’s first tourism economic impact study since 2006. Through annual and seasonal visitor profiles, this large undertaking allows for a clearer understanding of who visits Ventura, how long they stay for, and what they do while they are in the destination. The study revealed that Ventura hosted 2.7 million visitors in 2017 bringing a total spend of $289 million. This generated $8.4 million in taxes that is contributed to the City of Ventura’s general fund helping to offset costs for Ventura residents to maintain the services they rely on.

Councilmember Christy Weir explains, “City services provided to our residents are partially funded by tourism dollars. Increases in Transient Occupancy Tax revenues over the past several years have helped to fund public safety, park maintenance, and street repairs. Visit Ventura plays a vital role in promoting Ventura as a destination and supporting our healthy economy.”

“Visit Ventura does not underestimate the importance of maintaining a balance that respects residents’ quality of life. Merely increasing visitation overall is not Visit Ventura’s objective. When it comes to visitors, more is not always better. Given, results from the economic impact study that shows guests who stay overnight in Ventura spend significantly more, Visit Ventura is committed to pursuing higher-yield, lower impact visitors by targeting long-haul markets for midweek visitation,” said Marlyss Auster, Visit Ventura President/CEO.

Visit Ventura is proud of its accomplishments in FY17/18 and looks forward to continuing to drive Ventura’s economy through tourism with strong partnerships and community support.


About Visit Ventura
Visit Ventura is a non-profit organization designed to increase visitor expenditures, tourism revenues, and local employment opportunities through the promotion of Ventura as a travel destination. For travel and accommodation information or a free copy of the Ventura Inspiration Guide, the public can write to the Ventura Visitors Center, 101 S. California Street, Ventura, CA 93001; call (805) 648-2075; visit; or email [email protected].

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