Councilmember Dan Hall’s latest newsletter argues that Santa Monica’s tourism industry is showing encouraging signs of recovery but faces significant headwinds that require the city to adapt its long-term strategy. While visitor spending, hotel performance, and major events have helped stabilize the local economy since the pandemic, Hall notes that international tourism remains below historic levels and is unlikely to fully rebound in the near future because of global economic uncertainty, changing travel patterns, and federal policies affecting international visitors. He argues that Santa Monica can no longer rely solely on traditional tourism and must diversify its economy while making the city a more attractive destination for visitors and residents alike.
Hall points to recent City Council actions—including expanding entertainment programming, streamlining regulations for businesses, encouraging new restaurants and attractions, and investing in public spaces—as part of a broader strategy to boost tourism while strengthening the local economy. He also highlights upcoming global events, including the FIFA World Cup and the 2028 Olympics, as opportunities to attract new visitors, but stresses that long-term success will depend on creating experiences that encourage people to return long after those events have ended.
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