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Visit Santa Barbara cites record 2024 transient occupancy tax, outlines $7.9M marketing plan for 2025
Summary
Visit Santa Barbara told the City Council that 2024 set a record for transient occupancy tax collections and presented a $7.9 million promotional budget for 2025; council members and industry representatives discussed visitor markets, workforce development and local partnership opportunities.
Visit Santa Barbara President and CEO Kathy Janega Dykes told the Santa Barbara City Council on Feb. 4 that the city reached an all‑time high in transient occupancy tax (TOT) collections in calendar year 2024 and that the organization plans $7,900,000 in promotional investments in 2025 to drive overnight stays.
Janega Dykes, presenting an annual report on behalf of Visit Santa Barbara and the region’s TBID (Tourism Business Improvement District), said 2024 TOT collections were about $3 million higher than 2023, an 11% year‑over‑year increase. She also reported that 2024 hotel occupancy in Santa Barbara rose about 3%, that Santa Barbara Airport served roughly 1.4 million…
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