Visit Lake County reports 2024 growth in web and marketing metrics; supervisors press for better booking data

Visit Lake County presented its 2024 Tourism Improvement District (TID) annual marketing report to the Lake County Board of Supervisors, describing stronger website traffic, social engagement and programmatic partnerships while supervisors pressed the agency for clearer booking and tax-return-on-investment data.

Bruno Fisher, presenting the Visit Lake County 2024 fiscal report, told the board the district recorded a “good, stable” year and has been “finding our groove” in understanding revenue sources and compliance. He cited a Visit California–funded Dean Runyon study showing the county’s 2024 travel-related spending at “a little over $200,000,000” and said the study links roughly 1,800 jobs in Lake County to tourism.

That economic picture frames why supervisors pressed the tourism agency on metrics that tie marketing to revenue. Supervisor Sabatier asked whether Book Direct, the booking-referral widget Visit Lake County uses, can report how many actual reservations flowed from its referrals. “Does bookings have the ability to, track data and provide that data of how many actual bookings occurred through their widget system?” Sabatier asked.

Fisher said Book Direct can provide detailed booking information when properties use compatible booking engines, but many Lake County lodging operators are “mom and pop”…