Tourism remains a powerful economic driver for California communities, and the years ahead present a rare opportunity for cities to capture global attention. With the 2026 FIFA World Cup and the 2028 Olympic Games approaching, California won’t just be a state, it will be a world stadium with millions of visitors traveling through host cities and nearby regions, creating significant potential for local economic growth.
The 2024 Economic Impact of Travel report highlights the scale of this opportunity. In 2024, direct travel spending in California rose to more than $157 billion, generating nearly 24,000 new jobs, billions in earnings growth and increased state and local tax revenues. At the same time, competition among destinations was increasing, as travelers relied more heavily on digital research and responded to authentic, visually compelling storytelling.
To stand out, communities must clearly communicate what makes them unique. Effective tourism marketing starts with community identity and translates it into sincere, narrative-driven messaging that resonates with targeted audiences. Today’s tools allow cities to reach potential visitors across social media, streaming platforms, mobile apps and digital video, using scalable approaches that range from simple graphics highlighting local amenities to dynamic short-form video showcasing attractions, lodging and experiences.
Targeted advertising enables cities of all sizes to connect with visitors before major events arrive, helping direct spending toward local hotels, restaurants and businesses. With thoughtful planning and the right communications partner, communities can position themselves to benefit from global events while strengthening their local brand.
An attractive, easy-to-navigate tourism webpage is also essential to converting interest into action. Once visitors discover a destination through advertising or social media, they often turn to a city’s website for trip planning details. A visually compelling, mobile-friendly page that highlights lodging, dining, attractions, itineraries and upcoming events can significantly increase engagement and encourage longer stays. Clear calls to action, interactive maps and curated visitor guides help transform curiosity into bookings and measurable economic impact.
Digital tools have also expanded how and where those stories can be shared. Targeted advertising is no longer limited to traditional platforms. Cities can reach potential visitors through social media, streaming television, music and podcast platforms and mobile applications, delivering messages directly to audiences based on location, interests and travel behavior. Short-form videos, reels featuring local statistics and amenities and high-energy footage of hotels, downtowns, cultural sites and outdoor spaces can all work together to showcase what a community offers.
Cities might also consider more creative and attention-grabbing strategies to enhance differentiation. Promoting strong TripAdvisor and other review platform ratings can reinforce trust and influence traveler decision-making. More immersive approaches, such as virtual reality or 360-degree pre-visit videos, can offer potential visitors a dynamic preview of downtowns, cultural sites and outdoor amenities, helping cities stand out in an increasingly competitive digital environment.
For decades, Tripepi Smith has partnered with cities and organizations across California to help them reach and expand their audiences through honest, effective messaging. As global events draw attention to California in the coming years, municipalities have a timely opportunity to invest in tourism marketing that supports local economies.
Our team helps cities navigate the complexities of tourism marketing through:
- Strategic Branding: Identifying your city’s unique “voice” and visual identity to stand out in a crowded digital landscape.
- High-Impact Content Creation: Producing professional photography and short-form video (Reels, TikToks and YouTube Shorts) that highlight your downtowns, hotels, and attractions.
- Targeted Digital Advertising: Managing sophisticated ad campaigns across social media, streaming television and mobile apps to reach travelers based on their interests and behaviors.
- Data-Driven Reporting: Providing clear analytics to show exactly how your marketing spend is driving awareness and engagement.
Want help crafting your unique story? Tripepi Smith is here to help.
