Monterey County has achieved a record $3.3 billion in visitor spending for 2025, surpassing pre-pandemic levels. - Tourism supported nearly 28,000 jobs and generated $346 million in tax revenue.
- New hotels have opened, including Kimpton Mirador and Marriott Courtyard. - The FIFA World Cup is expected to boost tourism via the 'halo effect' from games in LA and SF.
- Upcoming events include California Roots Festival, Ferrari Challenge, Rodeo Salinas, and Monterey Car Week. The region's natural beauty and road trip appeal along Highway One are key draws.