Reports & Resources

Visit SLO CAL is committed to keeping our partners apprised of the efforts of our organization. Complete transparency is important to us, so we invite you to review the reports below and see how they can benefit your business marketing efforts. Also, monthly we publish Community Business Intelligence Reports, Transient Occupancy Tax by Segment Report, COVID-19 Recovery Report as well as the monthly and weekly Smith Travel Research (STR) Reports. These reports as well as other special reports can be found on SLO CAL Connection. 

Business & Marketing Plan 

Each year Visit SLO CAL develops an overview of our marketing strategy as an Annual Business and Marketing Plan, outlining the year ahead for sales, paid media (advertising), earned media (public relations), owned media (online content, collateral and social media) and Film SLO CAL. Here, you'll also find information on our audience persona, target market and branding strategies. 

View or download PDF versions of our current and previous marketing plans here: 

FY 2026/27 Business & Marketing Plan

FY 2025/26 Business & Marketing Plan |  FY 2024/25 Business & Marketing Plan 

FY 2023/24 Business & Marketing Plan  |  FY 2022/23 Business & Marketing Plan 

FY 2021/22 Business & Marketing Plan |  FY 2020/21 Business & Marketing Plan

Annual Report / Year in Review Scorecard

Each year, Visit SLO CAL creates our Annual Report. The Annual Report is a tool that we use to gauge our accomplishments for the previous fiscal year. It is extremely important to us that our projects remain in cooperation with our Strategic Plan.  This report is published each year in September after it is approved by our Board of Directors. 

The scorecard includes a high-level overview of tourism data, specifically pertaining to San Luis Obispo County, as well as an overview of Visit SLO CAL's advertising and marketing programs, public relations, sponsorship and travel trade metrics.

FY2024/25 Annual Report | FY2023/24 Annual Report

FY2022/23 Annual Report | FY2022/23 Scorecard

FY2021/22 Annual Report | FY2021/22 Scorecard

FY2020/21 Annual Report | FY2020/21 Scorecard

Past Research Studies

Periodically, Visit SLO CAL will commission studies to ensure the health of the organization and the region it represents. Below please find a mix of past studies that are available for download or by request.

Short-Term Vacation Rentals and Workforce Housing Nexus Study 2023 Download

Resident Sentiment Study 2023 Download

2023 Oceano Dunes Stewardship Study