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Visit Vallejo reports modest lodging growth, urges action on short-term rental compliance
Summary
Visit Vallejo CEO Kirk Smith told commissioners that 2025 hotel occupancy finished at about 49.8% (roughly +2% year over year), noted short-term rentals undercollecting taxes, and outlined a strategy of targeted advertising, sponsorships and event promotion to grow visitation.
Kirk Smith, chief executive of Visit Vallejo, presented a quarterly update to the Economic Development Commission that outlined tourism performance, marketing activities and priorities for 2026.
"Hotel occupancy finished the calendar year at 49.8% — so just under 50% — but that's slightly up from the previous year of about 2%," Smith said, noting the sector faces pricing pressure with average daily rates and revenue per available room dipping.
Smith said Visit Vallejo distributed a new visitor…
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