Santa Maria Valley Chamber Unveils Tourism Plan, Reports $3.5 Million in 2025 Bed Tax
The chamber outlined a data-driven push to grow visitation during a period of normalized travel revenue.
Overview
- At a Jan. 15 “Santa Maria Valley Tourism Celebration,” leaders presented current market insights and described ongoing and planned initiatives.
- Transient Occupancy Tax revenue totaled about $3.5 million in 2025, down from a peak near $4 million yet roughly 30% above the district’s early levels.
- New family-focused marketing campaigns are rolling out to attract visitors and highlight the valley’s value-focused lodging.
- Lodging updates include a completed Homewood Suites renovation, a nearby hotel slated to break ground soon, and Radisson renovations with a rebrand underway.
- Access and attractions efforts include collaboration with the Planes of Fame museum, airport discussions on new flights and possible expansion, and a plan to extend the Santa Maria BBQ Festival to three days.