Laguna Beach council proposes reduced advertising to combat overtourism effects

Laguna Beach City Council is taking decisive action to address the challenges posed by overtourism, a growing concern for residents and local leaders alike. During the recent study session on March 11, 2025, council members discussed the need to recalibrate the city’s tourism strategy in light of increasing visitor numbers that have strained local resources and impacted the community's quality of life.

The conversation was sparked by a resident's poignant display of trash collected from local beaches, highlighting the environmental toll of excessive tourism. This prompted council members to consider reducing advertising efforts by Visit Laguna, the city's tourism promotion agency. The goal is to shift focus from attracting day trippers—who often do not contribute significantly to local accommodations—to enhancing the overall visitor experience for those who stay longer.

The council noted that the revenue generated from the 2% Local Visitor and Tourism Marketing District (LVTMD) fee has significantly increased over the years. Visit Laguna's budget has grown from approximately $500,000 two decades ago to about $1.5 million today, outpacing inflation by four times. While this financial growth has benefited local arts groups and tourism initiatives, it has also raised concerns about whether the current advertising strategies are contributing to the influx of short-term visitors.

As the council moves forward, they are considering reallocating some of the LVTMD funds to improve visitor experiences rather than simply increasing advertising. This strategic shift aims to balance the economic benefits of tourism with the need to preserve Laguna Beach's unique environment and community character.

The discussions at the meeting underscore the council's commitment to finding sustainable solutions that benefit both residents and visitors. As they explore these new strategies, the city aims to foster a tourism model that enhances the local experience while protecting the natural beauty that attracts visitors in the first place.