About Us

Visit SLO CAL is the non-profit countywide destination marketing and management (DMMO) organization for SLO CAL (San Luis Obispo County, CA). A destination organization often referred to as a destination marketing or management organization, convention and visitors bureau or tourist board, is responsible for promoting a community as an attractive travel destination and enhancing its public image as a dynamic place to live and work. Through the impact of travel, they strengthen the economic position and provide opportunities for people in their community.

Such organizations are essential to the economic and social-well being of the communities they represent, driving direct economic impact through the visitor economy and fueling development across the entire economic spectrum by creating familiarity, attracting decision makers, sustaining air service and improving the quality of life in a place. Destination promotion is in fact a public good for the benefit and well-being of all; an essential investment no community can afford to abate without causing detriment to the community’s future economic and social well-being.

Our Vision | A vibrant and prosperous SLO CAL, fueled by a collaborative and flourishing tourism industry.

Our Mission | Inspire travel and foster our unique experiences to create life-long ambassadors and economic growth for SLO CAL.

CORE VALUES

Stewardship | We are mindful of our resources and seek to enhance the SLO CAL lifestyle

Authenticity | We are attuned to our own well-being and strive to bring the SLO CAL brand to life

Inclusion | We engage and collaborate with an array of voices and perspectives

Drive | We bring enthusiasm to our work and prioritize initiatives to achieve results

Future Focus | We deliver today with an innovative eye on tomorrow

STRATEGIC DIRECTION 2023

To view our multi-year strategic plan, click here.

Tourism Marketing District Information

On June 10, 2015, the San Luis Obispo County Board of Supervisors unanimously approved Visit SLO CAL's proposed Tourism Marketing District (TMD). The TMD establishes a unified district whose goal is to increase awareness of the county and drive demand. On January 14, 2020, the district was renewed for a ten-year term. The Management District Plan outlines the structure for the district.