2026 oceanside TOURISM SUMMIT
June 9, 2026 – Visit Oceanside hosted its annual Tourism Summit on June 9 at the historic Star Theatre, bringing together hospitality partners, business leaders, elected officials and community stakeholders to celebrate another remarkable year for Oceanside tourism. Centered around the theme “Always Original, Together Unstoppable,” the event highlighted the collective impact of the tourism industry and the partnerships that continue to drive Oceanside’s success.
The program opened with a lively performance by MiraCosta College’s Frequency Vocal Jazz Choir, followed by a traditional land acknowledgment from Mel Vernon, Captain of the San Luis Rey Band of Mission Indians, honoring the region’s rich cultural heritage.
Following welcome remarks from Board Chair Tim Obert, Mayor Esther Sanchez officially kicked off the summer travel season by tossing out the first beach ball of the year. Visit Oceanside CEO Leslee Gaul then shared updates on the organization’s marketing initiatives and recent ROI findings, which revealed that Visit Oceanside influences nearly one-third of all visitor spending in the destination and generates $51 in visitor spending for every $1 invested in marketing programs.
Gaul also highlighted progress made through Oceanside’s Sustainable Tourism Master Plan (STMP), including advancements in downtown placemaking, wayfinding, environmental sustainability, and shoreline preservation that will help ensure Oceanside remains a vibrant destination for residents and visitors alike.
The Tourism Summit also celebrated another record-setting year for Oceanside’s visitor economy. According to the latest Dean Runyan Associates report, visitors spent a record-setting $622 million in Oceanside in 2025. Visitor volume increased by 2%, with much of that growth occurring during the shoulder and off-season months. The tourism industry supported more than 4,000 local jobs, while hospitality worker earnings increased by 6%.
Tourism also generated $26 million in local tax revenue, providing critical funding for the City’s general fund and helping support essential services, infrastructure improvements and quality-of-life enhancements that benefit the entire community.
Attendees were then invited into “Leslee’s Living Room,” a casual panel-style conversation led by Visit Oceanside CEO Leslee Gaul featuring Maria Mingalone, Executive Director of the Oceanside Museum of Art; Adam Fischbach, Owner of Beachfront Only Vacation Rentals; and the Director of Group Sales for Mission Pacific Beach Resort and The Seabird Ocean Resort & Spa. The discussion explored the value of collaboration, partnership and community engagement, highlighting how local businesses, organizations and Visit Oceanside work together to create memorable visitor experiences and strengthen Oceanside’s tourism economy. The conversation served as a fitting reminder that Oceanside’s continued success is driven by the collective efforts of a connected and passionate community.
As part of the annual tradition, Visit Oceanside recognized outstanding industry partners whose leadership, innovation and dedication have made a meaningful impact on Oceanside’s tourism community. Award recipients included:
California Welcome Center Volunteer of the Year: Randa Milljour
Industry Partner of the Year: Odie O’connor, Odie’s Pizza Co.
Lodging Partner of the Year: Guia Garcia, Holiday Inn
STMP Champion Award: Darlene Nicandro, City of Oceanside
O’side O’riginal Award: Christine Loyala, Petite Madeline
Thank you to our O’riginal supporters: Art Magic, City of Oceanside, Greenhaus, Handel’s Ice Cream, Jitters Coffee Pub / Feed the Soul Foundation, Katalyst, MainStreet Oceanside, MiraCosta Frequency Vocal Jazz, Odie’s Pizza Co., Oceanside Chamber of Commerce, On the Sand Vacation Rentals, Robert Parker Piano, Star Theatre, and Visit Printing.
About Visit Oceanside
Visit Oceanside Conference and Visitors Bureau is the official tourism marketing organization in Oceanside, Calif., promoting travel to the city for both leisure and group visitors. The organization influences about one-third of the $625 million that is generated by visitor spending in Oceanside each year, which supports over 4,000 jobs. Visit Oceanside also operates one of the state’s official California Welcome Centers. With just one stop, visitors can find local, regional and state maps, purchase discount tickets to major Southern California attractions, make hotel reservations or shop for the perfect California keepsake. The Visit Oceanside CVB and California Welcome Center- Oceanside are conveniently located just off Interstate 5 at 928 North Coast Highway. For more information, please call (800) 350-7873 or visit www.visitoceanside.org.
