Monterey County tourists were grabbing moments this year like a southern sea otter grabs crabs.
The industry, now promoting its new “Grab life by the moments” slogan, was bolstered by increases in hotel stays and airplane travel, as well as other indicators such as attendance at the Monterey Bay Aquarium.
“It”s much more healthy than it was even a year ago,” said Mary Ann Leffel, who heads the Monterey County Business Council. Leffel and other local leaders said they believe a continued improved economy means more confidence in spending for things such as vacations.
The transient occupancy tax, which hotels collect and pass on to cities and the county, was up 7 percent in the last fiscal year. It brought in $49.3 million, an increase of $3.5 million from the last fiscal year.
The largest increase among the cities was Monterey, which hauled in $17.5 million — more than $1 million from the previous year.
There was an increase of 42,440 passengers at the Monterey Regional Airport in the last fiscal year, which the airport”s general manager, Tom Greer, attributed to a new route from Alaska Airlines. Its flights to San Diego began in June 2012, around the start of the fiscal year.
“We”re holding our own,” Greer said.
The county”s main tourist attraction, the aquarium, saw an increase in traffic of about 4 percent. The aquarium”s vice president of marketing, Mimi Hahn, attributed it to a $1.5 million online advertising campaign targeting out-of-state visitors. Hank Armstrong, the aquarium”s vice president of communications, cited the popular Jellies Experience exhibit and an effort to reach more Latino visitors.
Monterey County was recognized in several ways in 2013 along with Pebble Beach and Carmel. The county was named one of the 10 best wine destinations by Wine Enthusiast Magazine and the top North American golf destination by the International Association of Golf Tour Operators.
The occupancy rate in the county”s hotels was 64.1 percent in the last fiscal year, an increase of 2.1 percent from 2011-12. The rate is lower than some competitors. In Sonoma County the rate was an average of 71 percent as of July.
California tourism in general is expected to slow because of a decrease in foreign travel, according to a May 2013 report from Tourism Economics, an international consultant firm hired by the state”s tourism agency, Visit California. But demand to visit the state is expected to increase from Asia.
In January, the county Convention and Visitors Bureau hosted a 25-person delegation from China for a tour of the county”s main attractions.
Much of the crew came from the tourism industry and said they thought Monterey could be sold as an “authentic” American destination.
Domestically, little is expected to change, the report said. The company cited higher lodging and fuel prices, as well as more confident visitors as reasons visitors will continue to spend more money in the state.
Tammy Blount, head of the county”s tourism bureau, said the next few months will tell if efforts, such as its new “brand-orientated” redesign of SeeMonterey.com that launched last week, will be successful.
Also, its new, roughly $3 million “Grab life by the moments” ad campaign will fully launch this month. The effort will be for TV, radio, print and digital markets.
The county generated $2.3 billion in tourism-related spending in 2012, according to data provided by the bureau. It also supported 22,000 jobs and $57.9 million in tax revenues.
Phillip Molnar can be reached at 646-4487 or pmolnar@montereyherald.com.
