The Regional Strategic Tourism Plans represent the first project in the nation of this scale to examine the range of tourism dynamics, from destination brand perceptions to housing imbalances, environmental challenges, workforce development, public safety issues and infrastructure priorities.

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The plans consist of several key components:

• The Demand Diver Scorecard is a resource for destination strategic planning and product development. It uses visitor traffic and flow data to assess demand and rates a region’s assets on eight criteria. Assets are scored to determine those that drive the highest visitation and return on investment, revealing what may be missing from the tourism landscape.
• The Event Matrix equips planners, civic leaders and regional stakeholders with insights to make events-related investment decisions. Individual events are analyzed on 11 standard criteria. The matrix scores regional events to determine those that drive the highest visitation.
• Regional Opportunities are informed by extensive research and market studies, with each plan identifying areas of opportunity to enhance the region's tourism industry and address critical challenges. The opportunities span various facets of the travel and tourism sector, shaped by stakeholder feedback from 12 Regional Advisory Committees. JLL also reviewed over 500 plans from DMOs, CVBs and municipalities to ensure existing efforts are leveraged. Each opportunity area reflects the region's diverse assets, addresses challenges and positions the region as a premier, sustainable destination for visitors.

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• Central Coast
• Central Valley
• Deserts
• Cold Country
• High Sierra
• Inland Empire
• Los Angeles Country
• North Coast
• Orange Country
• San Diego Country
• San Francisco Bay Area
• Shasta Cascade