For ticket information, please email Membership@SantaBarbaraCA.com.

Join us for Visit Santa Barbara's Annual Tourism Summit on Thursday, February 4, 2027, at The Ritz-Carlton Bacara, Santa Barbara.

This year's theme, The Road to LA28: Turning a Global Moment into Local Opportunity, will bring together tourism and hospitality leaders to explore how destinations throughout California can prepare for and capitalize on the increased visitation, global attention and economic opportunities surrounding the 2028 Olympic and Paralympic Games in Los Angeles and other major international events.

As Southern California prepares to welcome visitors from around the world, the Summit will examine how destinations beyond the host city can position themselves to benefit from this historic moment. From anticipated travel trends and visitor behavior to regional collaboration and destination marketing strategies, attendees will gain valuable insights into how the Santa Barbara South Coast can leverage the excitement surrounding LA28 to attract new audiences and strengthen our local tourism economy.

The Summit will feature an engaging industry discussion focused on the opportunities that major global events create for destinations throughout California, including those not directly hosting competitions. Speakers will share perspectives on anticipated visitor behavior, opportunities for regional collaboration and strategies for encouraging travelers to extend their visits and explore destinations beyond Los Angeles.

The conversation will also highlight how local businesses and tourism partners can prepare to welcome new visitors, showcase the unique experiences that define the Santa Barbara South Coast and translate increased global visibility into lasting economic benefits for our region.

Following the program, attendees are invited to enjoy a hosted coffee and networking reception, providing an opportunity to connect with fellow tourism professionals, community partners and industry leaders in the beautiful setting of The Ritz-Carlton Bacara, Santa Barbara.

Event Timeline:

8:00–9:00 a.m. | Check-In and Breakfast

9:00–10:30 a.m. | Summit Program

10:30–11:30 a.m. | Hosted Coffee and Networking Reception

Ticket Types:

VSB Member & TBID Properties: $75 early bird / $100 standard

Non-Member: $125 early bird / $150 standard

Sponsors: $1,000 early bird / $1,200 standard

If you are interested in being an event sponsor, please email Membership@SantaBarbaraCA.com.

For all ticket pricing, availability registration information, or to request a refund please email Membership@SantaBarbaraCA.com. Please note that Humanitix service fees are nonrefundable.

Visit Santa Barbara Tourism Summit 2027

Choose your tickets

VSB Member & TBID Properties ticket

Non-Member ticket

Sponsor ticket