Tulare County touts tourism growth, launches "Taco Trail" mobile campaign and declares National Travel and Tourism Week

Tulare County''s Resource Management Agency and economic development staff presented updated tourism figures on Tuesday, highlighted collaboration with cities and regional partners, and launched a county mobile app campaign called the "Taco Trail." The board then adopted a proclamation recognizing National Travel and Tourism Week, May 4'—10, 2025.

What the numbers show

RMA staff presented California Tourism data and county‑level estimates for 2024 (presented in May 2025). The county''s reported figures showed stronger percentage growth in several categories compared with statewide averages: - Travel‑related spending in Tulare County rose to about $626.2 million in 2024, a 5.4% increase (statewide growth roughly 3%). - Travel‑generated employment in the county increased by about 260 jobs to roughly 6,350 (a 4.2% increase, higher than the state rate). - County travel‑related tax receipts rose to about $56.2 million in 2024, a 5.3% increase. - Accommodation spending in the county grew about 11% to $166 million; food service spending rose 6.7% to about $145 million.

Staff noted that most visitor spending to the county comes from within California and that 60% of park visitors originate in Southern California. RMA said statewide forecasts expect modest tourism declines in some markets, but Tulare County''s recent growth exceeded statewide averages in 2024.

Taco Trail and mobile app

Economic development staff relaunched a Discover Tulare County mobile application and introduced a promotional campaign called the Taco Trail. The county solicited public nominations early this year and selected about 25 taco stops countywide. Visitors who download the app and "check in" at participating locations will be entered into weekly drawings, with larger prize backpacks to be awarded in July. RMA staff distributed promotional kits and encouraged board members to serve as local ambassadors for the campaign.

Proclamation

Supervisor Larry Makari read and the board adopted a proclamation recognizing National Travel and Tourism Week in Tulare County, citing tourism''s contribution to jobs, tax receipts and local businesses. Supervisors emphasized that collaboration among county staff, cities, chambers and regional partners supports the county''s tourism and economic development goals.

Ending

Staff asked supervisors to download the app and to participate in upcoming promotional events; they said the campaign and application are intended to increase visitor stays and highlight county businesses and cultural assets.