Industry Information

Ventura County Coast (VCC) is a tourism brand encompassing the California cities of Camarillo, Oxnard, Ventura and Port Hueneme. The brand is administered by the Ventura County Lodging Association (VCLA) comprised of more than 60 lodging partners and destination marketing organizations seeking to attract overnight business and leisure visitors to the region.

Quick Stats

California’s Economic Engine:

  • The COVID-19 pandemic has caused global economic hardship. The travel industry has been especially hard hit, even more so than during the Great Recession.
  • There was notable improvement to California’s tourism economy in 2021, however, with $100.2 billion in travel-related spending, a 46% increase from 2020. Still, traveler spending statewide remained 31% below the peak set in 2019.
  • More than 927,000 jobs were supported by travel spending in 2021, a 6.4% increase from 2020.
  • Travel-generated state and local tax revenue totaled $9.8 billion in 2021, a 33% annual increase.
  • Visitors traveling to and through California on domestic flights increased by 57% in 2021 to 22.1 million.
  • Visitors who stayed in hotel, motel, or short term rentals spent $52.4 billion in 2021, an increase of 44%.

Ventura County Coast Impact Numbers – 2021
Travel and tourism is an economic engine for our region, with Ventura County outpacing much of the rest of the state in terms of spending growth in 2021.

  • Visitors contributed $1.6 billion in Total Travel-Related Spending, a 56% increase over 2020.
  • Visitors staying in Hotels, Motels, and Short-term vacation rentals spent $674 million, 55% of all overnight visitor spending in the county.
  • Travel spending supported more than 14,000 jobs in the county.
  • Visitor spending generated $59 million in Local Tax Revenue and $84 million in State Tax Revenue.
  • 17% of taxable sales in Ventura County were attributable to visitors, one of the highest proportions of any California county.

Visitor Trip Length in Ventura County Coast

  • Length of stay = 2.6 nights
  • Party size = 3.4 individuals

*Data provided by Visit California and Dean Runyan Associates

Executive Committee

Victor Dollar

Four Points by Sheraton Ventura Harbor

Josephine Williams

Residence Inn by Marriott

Ruben Franco

Holiday Inn Express Port Hueneme

Board Members

Mellany Arbues

Sonesta Select Camarillo

Millicent Bennett

Residence Inn – Oxnard River Ridge

Joseph Cabral

Best Western Oxnard Inn

Pearl Feist

Ventura Beach Marriott

Akemi Shapiro

Crowne Plaza Ventura Beach

Toby Valdez

Embassy Suites Mandalay Beach Hotel & Resort

Marlyss Auster

Visit Ventura

Yuliana Gonzalez

Visit Camarillo

Julie Mino

Visit Oxnard


Brian Tucker

President & CEO
Ventura County Lodging Association

Jeannette Sutherland

Director of Sales
Ventura County Lodging Association

Dave Lion

Visual Media Manager
Ventura County Coast

Natalie Bovee

Account Manager

Allie Rohlfs

Account Coordinator

Ashlee Akers

VP of Client Services



I am proud to report that over the past decade we have experienced consistent travel-related economic growth resulting in a 34 percent increase in direct travel spending. We have also seen steady job growth and year-over-year increases in local tax revenue here in Ventura County.

The 2019 “California Travel Impacts” report, prepared for Visit California by Dean Runyan Associates, shows visitor spending reached more than $1.8 billion and supported 17,000 jobs in Ventura County. Additionally, visitor spending generated $57 million in local tax revenue last year, providing a stream of revenue in Ventura County to fund our community’s way of life including support of essential programs, such as public safety, infrastructure and parks.

This data clearly shows how crucial the travel industry is for our lodging partners, workforce and local economies. Although the coronavirus pandemic will erase our 10 years of growth, we are facing this challenge head on with strategic optimism and data-driven decisions.

To ensure the tourism industry rebounds in Ventura County, we are working closely with all of our destination partners including Visit Camarillo, Visit Oxnard, Visit Ventura, Port Hueneme and Visit California among others. Over the past two years we have created a unique culture of collaboration here in Ventura County Coast. It is this unified effort that will be our source of strength as we meet and overcome the challenges and hardships we are all facing as a result of the COVID-19 pandemic.

We know in 2019 visitor spending reached more than $1.8 billion in Ventura County and we look forward to reaching and exceeding that figure as we work to restore and grow demand for our region.

Brian Tucker
President & CEO
Ventura County Lodging Association


Marketing Plan

Turning insights into action with data-driven strategies is the foundation for our outreach efforts. Our Marketing Plan is the road map we follow as we work together to inspire visitation and drive demand to Ventura County Coast.

Brand Guidelines

These guidelines include logo and graphic element usage instructions, typography, color palette, tone of voice messaging and brand personality description.

Trade Show Calendar

We have developed a strategy that includes attendance-based tactics as well as virtual geotargeting. Learn how we created a regionally authentic trade show experience and view the current show schedule.

Useful Assets

Travel Confidently

We have created a regional travel confidently informational video available for use by our destination partners. Additionally, there are several high-resolution images available to help our partners visually communicate what our region is doing to provide a clean and safe environment for our guests. Please use the assets as you see fit.


Our logo is a representation of the area and all it has to offer. Access the logo in various versions, color options and formats.

Images & B-Roll

We have compiled a collection of beautiful high resolution images and B-Roll video to help our partners visually communicate the beauty of our region in their own efforts. When using images from this collection please provide the following photo credit. Photo Credit: Ventura County Coast

Long Regional Video

Download and use our long form regional video on the monitors in your property lobby, guest rooms, your website or other outlets you see fit. This long form video provides viewers an opportunity to learn about the different things they can discover in our region.

Regional Four Sheeter

This document provides a nice overview of the region, several quick facts, a regional map and information about transportation options for getting here.

Meeting Planner Guide

The meeting planner guide provides destination information and meeting room details for properties in Camarillo, Oxnard, Ventura and Port Hueneme.


This useful map provides an artist’s rendition of our region. This map is not intended to be an exact scale representation of everything in the area. The goal is to provide viewers an easy to understanding general layout of our region.

Get Involved

Local Vibe Nomination

Do you know someone who is an outstanding representative for our region? If you do, please nominate them for our local VIBE program. Self-nominations are also accepted.

Board Agendas

Access agendas for the VCLA Board of Directors meetings.

Research and Trends

Regional Data

Access the reports resulting from a unique partnership we created with Visa, Dean Runyan Associates and Visit California. The reports include annual and quarterly data analysis for international and domestic consumer behaviors and spending patterns in our region.

State Data

Access annual travel impact reports provided by our partners at Visit California.

Data Dashboard

Expanding on our partnership with Dean Runyan Associates (DRA) we are now able to provide a new interactive data dashboard. The dashboard includes travel impact data specific to our region.

Emergency Resources

Emergency Information

Please use this link as your direct resource for the latest official Ventura County emergency information.

Visit these regions of Ventura County Coast

Port Hueneme
Channel Islands National Park


Ventura County Coast

Ventura County Coast is a string of four communities that radiate warmth from welcoming people and California sunshine. The region embodies the casual and active spirit of classic, where the seafood is fresh, the beer is handcrafted and the weather is the kind you dream about. Spend the day exploring miles of beaches, incredible harbors or lush green golf courses. Hop on a boat for a day trip to the Channel Islands National Park, where you can see breathtaking views of the Southern California coastline. With a bustling culture, high end and vintage shopping, a lively culinary spirit and beautiful outdoor experiences, Ventura County Coast calls on every visitor to find their vibe. From hiking and biking to sailing and snorkeling, from shopping and dining to just plain relaxing, Ventura County Coast will fill your days with a lifetime of memories.



An hour north of Los Angeles, Camarillo is nestled at the base of the Conejo foothills surrounded by verdant green fields and cool ocean breezes. With more than 300 days of sunshine a year, enjoy Camarillo alfresco. From outdoor shopping and concerts, to delicious dining and fun events, Camarillo has it all. With small town charm and a rich history, it is the place for romantic weddings and corporate venues. Visit the historical sites and museums during the day, and walk along Old Town for dinner and drinks at night. A great getaway for everyone, Camarillo is the ideal place to Come for the Sun, Stay for the Fun.

Learn More



Rally your tribe and head for the Central Coast. California cool, panorama-perfect, culturally authentic and vibrant beyond measure. Oxnard is home to miles of pristine white sand beaches, electric nightlife, some of the best taquerias in the state, historic Victorian era architecture, the California Strawberry Festival, and an expansively picturesque harbor that serves as the closest access point to the Channel Islands National Park. Just sixty miles northwest of LAX and in close proximity to Santa Barbara and other major destinations, Oxnard is one of California’s best kept secrets.

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A place that embodies a casual soul and unexpected allure, Ventura is a vibrant town that checks stress and pretense at the door.  Its artistic culture, enduring history and privileged locale is crazy-inviting, very much alive, and refreshingly human.

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Port Hueneme

Port Hueneme

Just sixty miles northwest of Los Angeles, in the heart of the Central Coast, you’ll find Port Hueneme, the friendly city by the sea. Port Hueneme is the place for travelers looking to dig their toes in the sand, take a long walk, drop a fishing line off the pier or just kick back and relax. With walking and biking trails winding throughout the city and a perfect climate almost year round, you can revive your soul in Hueneme.

Learn More

Channel Islands National Park

Channel Islands National Park

Channel Islands National Park is an American national park that consists of five of the eight Channel Islands off the coast of the U.S. state of California, in the Pacific Ocean.

Learn More