For ticket information please email Membership@SantaBarbaraCA.com.

Join us for Visit Santa Barbara’s Annual Tourism Summit on January 28, 2026 at the Hilton Santa Barbara Beachfront Resort. This year’s theme, A Look Ahead: Insights, Advocacy, and the Future of Tourism, will bring together statewide and national leaders to explore the forces shaping the next chapter of travel.

Keynote speakers include Chuck Davison, Vice President of Commercial Strategy & Partnerships at Tourism Economics, who will present perspectives on travel and economic trends as well as share findings and insights from a custom lodging forecast for the Santa Barbara South Coast. Caroline Beteta, President and CEO of Visit California, will share updates on statewide marketing efforts, emerging travel trends, and California’s competitive position, along with a look at Santa Barbara’s place in the broader tourism landscape.

Following the keynotes, a moderated panel led by Mitchell Sjerven will feature Lynn Mohrfeld of the California Hotel and Lodging Association and Rachel Michelin of the California Retailers Association. The panel will explore the current realities facing California’s hospitality and retail industries, translating statewide economic and regulatory trends into practical, local strategies for small businesses as they look ahead to 2026.

Our distinguished speakers include:

Keynote Speakers:
Kathy Janega-Dykes, President & CEO, Visit Santa Barbara
Chuck Davison, Vice President of Attribution Solutions, Tourism Economics
Caroline Beteta, President & CEO, Visit California

Industry Panel:
Mitchell Sjerven (Moderator), Founder & Owner, bouchon
Rachel Michelin (Panelist), President, California Retailers Association
Lynn Mohrfeld (Panelist), President & CEO, California Hotel & Lodging Association

To read more about the event speakers, visit the Tourism Summit 2026 page.

Attendees will also have the chance to win a variety of exclusive prizes, including:

A two-night stay at Hilton Santa Barbara Beachfront Resort, including breakfast for two at the Roundhouse Restaurant
A six-pack of Santa Barbara County wines, courtesy of Santa Barbara Vintners
Two tickets, with transportation by Santa Barbara Airbus, to Beauty and the Beast at the Hollywood Pantages Theatre
A pair of tickets to the Ensemble Theatre Company at the New Vic Theatre
A sunset kayak tour for two with Santa Barbara Adventure Company
A half-day beach day in one of The Barbara Beach Club's Copa Cabanas
Mixology Experience for 4 at Pearl Social Cocktail Club

Following the program, enjoy a one-hour hosted networking reception—an opportunity to connect with industry peers while taking in the Hilton Santa Barbara Beachfront Resort’s stunning ocean views. Secure your spot today to take advantage of early-bird pricing.

If your business is interested in donating a prize for the raffle drawing at the conclusion of the program, please email Membership@SantaBarbaraCA.com.

Event Timeline:
Event Check-In: 1-2 p.m.
Event Program: 2-3:30 p.m.
Hosted Networking Reception: 3:30-4:30 p.m.

Ticket Prices:
VSB Member & TBID Properties: $100
Non-Members: $150

To request a refund, email Membership@SantaBarbaraCA.com. Please note that Humantix service fees are nonrefundable.

A special thank you to our event sponsors:

Contact the host of Visit Santa Barbara 2026 Tourism Summit