In a recent meeting of the Economic Development Subcommittee for the City of Carlsbad, officials discussed the current state and future direction of the local tourism industry. The meeting highlighted positive trends in occupancy rates and revenue, driven primarily by group and conference business, despite a noted softness in leisure travel.

Year-to-date statistics for 2025 indicate a 2.7% increase in occupancy, a 4% rise in average daily rates, and a 6.8% boost in revenue per available room. These figures suggest a robust recovery in the tourism sector, although stakeholders expressed concerns about the leisure market's performance. The hotel community reported a decline in leisure travel, prompting discussions on strategies to enhance visitor experiences and attract a broader audience.

Central to the meeting was the introduction of a new three-year strategic plan aimed at growing Carlsbad's tourism sector. Approved in April 2025, the plan outlines key objectives, including enhancing the visitor experience, optimizing group sales efforts, and developing new leisure markets. The overarching goal is to position Carlsbad as a premier destination that not only attracts families but also appeals to couples, retirees, and diverse groups of friends.

The strategic plan emphasizes the importance of sustainability and local culture, reflecting a shift in traveler preferences towards more authentic and eco-conscious experiences. As the tourism landscape evolves, Carlsbad aims to differentiate itself from other Southern California beach towns by promoting its unique offerings and enhancing its identity.

Infrastructure improvements were also a focal point of the discussions, with officials acknowledging the need for better public transportation and event venues to support anticipated growth in tourism. The committee recognized that addressing these challenges is crucial for sustaining the local economy and enhancing the overall visitor experience.

In conclusion, the Economic Development Subcommittee's meeting underscored Carlsbad's commitment to fostering a vibrant tourism economy. By aligning its strategic initiatives with community priorities and addressing infrastructure needs, the city aims to attract a diverse range of visitors and support local businesses in the coming years. The next steps will involve implementing the strategic plan and monitoring its impact on the tourism sector.