2025
ANNUAL REPORT & 2026 SERVICE PLAN
A LETTER FROM THE CEO
As I reflect on the past year, I’m proud of the momentum Visit Stockton has built and the clarity we’ve gained about where we’re headed. While the visitor economy continues to face shifting travel patterns and economic pressures, our focus has remained steady: support our hospitality partners, strengthen community pride, and position Stockton as a destination worth choosing.
This year, our work centered on impact over activity. We prioritized initiatives that delivered measurable value, elevated Stockton’s visibility, and reinforced the relationships that make our destination stronger. From signature events and marketing efforts to community engagement and research, our team stayed focused on what matters most.
Internally, our team remained focused on data-driven storytelling and collaboration. We’re using research and analytics to fine-tune our campaigns and ensure that each dollar invested works harder for our destination and our partners. Each event continues to drive meaningful economic impact by filling hotels, energizing restaurants, and spotlighting Stockton’s welcoming spirit. I am incredibly proud of the Visit Stockton team and thankful for the dedication of our board, partners, and community. Your collaboration and belief in this city continue to drive our success. Together, we’re not just promoting a destination, we’re sharing the story of a community whose creativity, energy, and heart make visitors want to stay.
Looking ahead to 2026, we are building on that foundation with clear priorities, thoughtful stewardship of resources, and a continued commitment to collaboration. The year ahead is about sharpening our focus, strengthening partnerships, and ensuring Visit Stockton remains a trusted leader for our community and stakeholders.
-RobynTHE IMPACT OF TOURISM
Tourism continues to play a meaningful role in Stockton’s economy, supporting local jobs, generating tax revenue, and driving spending across hospitality, dining, retail, and entertainment. While regional travel trends reflect ongoing shifts in visitor behavior, Stockton remains a key destination within the Central Valley.
THESTATEOFTOURISMINSTOCKTON2025
PresentedherearetheconsolidatedfindingsfromthemostrecentSTRdata.Followingdeclinesinoccupancy and room nights in 2024, 2025 closed with improving demand and increased overnight stays. While average daily rate softened during the year, overall performance reflects shifting market conditions and evolving travel behavior. Visit Stockton remains focused on strategies that support overnight visitation, hotel performance,andlong-termdestinationgrowth.
DIRECTTRAVELIMPACT2024
Direct Travel Impact Data, compiled by Dean Runyan Associates, measures the economic contribution of travel to and through Stockton, including visitor spending, employment supported, earnings, and tax revenuegeneratedbytravel-relatedactivity.
2025INREVIEW SIGNATUREEVENTS ANDINITIATIVES
Throughouttheyear,VisitStocktonfocusedoninitiativesthatstrengthenedvisitation,supportedlocal partners,andreinforcedStockton’sidentityasavibrantandwelcomingdestination.Belowarehighlights.
STOCKTON RESTAURANT WEEK
JANUARY 17-26, 2025
29 local restaurants participated in this 15th annual promotion that drives traffic to eateries during a historically slow time of year.
STOCKTON RESIDENT SENTIMENT SURVEY
JULY 2025
Visit Stockton partnered with University of the Pacific’s Eberhardt School of Business to launch the 3 installment of the Stockton Resident Survey. Results coming in May of 2026.
PACIFIC CUP WATER POLO TOURNAMENT
APRIL 12-13, 2025
For the 2nd year in a row, the nation's top water polo teams came to compete at University of the Pacific. Sponsored in part by Visit Stockton.
PDGA CHAMPION’S CUP
MAY 1-4, 2025
160 professional disc golfers from across the globe came to play at Swenson in one of the most elite competitions in the world.
HOLLYWOOD NORTH
JUNE 9-12, 2025
A production team of 200 brought Hollywood to Stockton to work on a new television show at University of the Pacific.
FEAST AT THE FOX
SEPTEMBER 19, 2025
The 6 annual farm to table dining experience benefitting SJDC Culinary Arts. In partnership with The City of Stockton. With support from The Kitchen @ StoneBrier.
CSCLIVE25
OCTOBER 1-3, 2025
Codestack brought their annual conference home to Adventist Health Arena where over 500 attendees gathered to discuss educational technology.
VISIT STOCKTON PACIFIC INVITATIONAL
OCTOBER 9-11, 2025
17 teams from across the western United States went head to head at The Reserve at Spanos Park at this annual competition.
SIGNATUREEVENTS ANDINITIATIVES CONTINUED
TE FA'A NŌ TE 'ORI TAHITIAN DANCE FESTIVAL
OCTOBER 17-19, 2025
This international showcase welcomed more than 700 dancers along with spectators to Stockton while celebrating Polynesian culture.
CALIFORNIA FORWARD
ECONOMIC SUMMIT
OCTOBER 22-24, 2025
This three-day event brought leaders from across the state to Downtown Stockton and highlighted the strengths of our region.
SPORTSTOURISMDEVELOPMENT
Visit Stockton entered into a strategic partnership with AirstreamVenturesattheendof2025toexpandStockton’s presence in the sports tourism market. Airstream Ventures specializes in connecting destinations with tournament organizers and national governing bodies, helping communities attract events that generate overnight stays and economic activity. Through this partnership, Airstream Ventures will assist with event recruitment and event servicing, while Visit Stockton will lead local coordination and work alongside community partners to support successful events. This collaboration strengthens Visit Stockton’s ability to pursue new sports tourism opportunities and position the city to host more regional andnationalcompetitionsintheyearsahead.
ONGOINGENGAGEMENT WITHHOTELPARTNERS
Visit Stockton continued to prioritize strong relationships with our hotel partners. Throughout the year, the team worked closely with them to support hosted events, improve the visitor experience, and strengthen Stockton’s reputation as a welcoming destination.
Efforts included creating welcome displays for conferences and tournaments, participating in conference tabling opportunities, hosting a hotel partner mixer to strengthen communication and collaboration, and producing a hotel highlight video program to help showcase local properties to meeting planners and event organizers.
These initiatives help ensure our partners remain visible, supported, and positioned to benefit from increased visitation.
WELCOME DISPLAYS
UNIVERSITY OFTHEPACIFIC
Visit Stockton collaborates with University of the Pacific throughout the year to support campus and athletics events, engage students and families, and introduce new visitors to the wonderful things Stockton has to offer.
MOVE-IN DAY TIGERS PROWLIN THE MIRACLE MILE
HOTEL PARTNER MIXERS
HOTEL VIDEOS
UNBOUND STOCKTON TOUR ADVENTIST HEALTH ARENA TRICK OR SUITE
ART EXPRESSIONS SOUPER SUPPER SCT BLACK & GOLD GALA
HOSTING LSAA OPEN HOUSE UNITED WAY GIVING CAMPAIGN
FAHNS AWARD HONOREE CHAMBER GOLF TOURNAMENT
HAGGIN Á LA CARTE I T Y E N G A G E M E N T
NATIONAL NIGHT OUT MABLE BARRON CAREER DAY
SAN JOAQUIN PRIDE FEST STOCKTON PORTS BASEBALL GAME
ELEANOR BY WOMEN UNITED
Visit Stockton’s work extends beyond attracting visitors. Throughout the year, we remained present in the community, supporting local events, engaging residents, and strengthening relationships with our partners.
MARKETING SNAPSHOT
Ourmarketingeffortsfocusedonvisibility,relevance,andperformanceacrossdigitalplatforms,social media,andownedchannels.
WEBSITE
TOP 10 BLOGS
Things To Do in Stockton According to Tripadvisor Fun For The Whole Family Top Restaurants in Stockton According to Tripadvisor The Hauntings of Stockton Halloween Happenings in Stockton Farmers’ Markets Near Stockton Stockton, California Crab Feed Season How Stockton Joined the Marvel Universe Holiday Family Fun in Stockton Filmed in Stockton
STRATEGIC MOVES IN 2025
Reorganized internal departments and refined job descriptions to better align staff roles, improve operational efficiency, and support Visit Stockton’s evolving priorities.
Established the Director of Community Engagement & Brand Development position and filled the role through an internal promotion, following an extensive search, recognizing strong qualifications and experience within the team.
Conducted extensive research and planning in preparation for the launch of the Visit Stockton Ambassador Program in 2026.
Engaged a social media marketing agency to develop and launch a digital marketing training program for local partners beginning in 2026.
Strengthened collaboration with local partners, venues, and hospitality stakeholders to support tourism growth and community engagement.
2026 SERVICEPLAN
INCLUDED IN THIS ANNUAL SERVICE PLAN ARE THE STRATEGIES AND OBJECTIVES OF VISIT STOCKTON FOR THE YEAR ENDING DECEMBER 31, 2026.
General Overview
The current Stockton Tourism Business Improvement District (TBID) was established effective January 1, 2025 by the Stockton City Council and expires December 31, 2035. The current TBID assessment levies a 5% fee per hotel room, per night. The plan includes a 0.5% increase in year six to 5.5%. The funds are used for the marketing and promotion of Stockton, targeted toward increasing overnight stays. The assessment is applied to all lodging establishments within the city limits of Stockton; at this time there are no proposed changes to the boundary of the district.
2025 BUDGET OVERVIEW
The attached budget is in compliance with the percentage thresholds set forth in the Stockton Tourism Business Improvement District Management District Plan approved by City Council in November of 2024.
2026 ANTICIPATED REVENUE
$2,559,350
Note: The fund balance carried into 2026 reflects a combination of timing differences in year end expenses and temporary savings resulting from organizational staffing transitions during 2025. These savings were not the result of reduced programming or marketing investment, but rather a transition period as Visit Stockton repositioned its structure for long term effectiveness.In2026,thesefundswillbestrategicallyredeployedtostrengthen organizational capacity, advance destination development initiatives, support targetedmarketingopportunities,andmaintainprudentoperatingreservesto ensure stability should travel demand or economic conditions fluctuate. This budget also includes a 5% contingency fund allotment of $95,000 (5% of $1,900,000)aspertheTBIDManagementDistrictPlan.
2026 Objectives
Objective 1: Support hotel performance and overnight visitation.
Visit Stockton will continue destination marketing efforts aimed at increasing overnight stays and reducing hotel leakage. Marketing and sales efforts will highlight Stockton’s meeting spaces, sporting venues, and visitor experiences to position the city as a competitive destination for meetings, events, and leisure travel.
Objective 2: Strengthen organizational capacity.
Visit Stockton will continue refining staff roles, responsibilities, and internal processes to improve operational efficiency. As new team members are hired and onboarded, the organization will prioritize training, collaboration, and alignment with Visit Stockton’s strategic priorities.
Objective 3: Launch a new Visit Stockton Ambassador Program.
Visit Stockton will develop and launch a renewed Visit Stockton Ambassador Program designed to educate residents and local employees about the importance of tourism to Stockton’s economy while deepening awareness of the city’s unique assets, experiences, and stories. The program will encourage participants to actively welcome visitors, support local events and businesses, and help champion opportunities that attract activity and investment to Stockton.
Objective 4: Provide digital marketing education for local partners. Visit Stockton will offer digital marketing training opportunities for local businesses and nonprofit organizations to strengthen their ability to promote their own activities and contribute content that supports broader destination marketing efforts.
Objective 5: Expand sports tourism opportunities.
Visit Stockton will work with Airstream Ventures and local partners to identify, recruit, and support sporting events that generate overnight stays and economic impact for the community.
CONFIRMED HOSTED EVENTS FOR 2026:
FEBRUARY 20-21: CIF SAC-JOAQUIN SECTION BOYS AND GIRLS WRESTLING MASTERSADVENTIST HEALTH ARENA
FEBRUARY 20-21: VISIT STOCKTON DII GOLF INVITATIONAL - THE RESERVE AT SPANOS PARK
APRIL 10-12: AMERICAN JUNIOR GOLF ASSOCIATION VISIT STOCKTON PREVIEW- SWENSON PARK GOLF COURSE
APRIL 20-22: NCAA DIVISION II 2026 CCAA MEN'S AND WOMEN'S GOLF CHAMPIONSHIPSTHE RESERVE AT SPANOS PARK
APRIL 22-26: WCC TENNIS CHAMPIONSHIPS - UNIVERSITY OF THE PACIFIC
MAY 7-9: NCAA DIVISION II MEN’S GOLF SOUTH CENTRAL/WEST REGIONAL - THE RESERVE AT SPANOS PARK
MAY 21–24: OTB OPEN (DISC GOLF PRO TOUR+ EVENT) - SWENSON PARK GOLF COURSE
OCTOBER 11-14: VISIT STOCKTON PACIFIC GOLF INVITATIONAL - THE RESERVE AT SPANOS PARK
WHO WE ARE
VisitStocktonistheofficialdestinationmarketing organization for Stockton, California and as such, is charged with the promotion and marketing of the City of Stockton as a leisure travel, sports, events, and meetings destination. Founded in 1979 as a 501(c)6, non-profit corporation, Visit Stockton is dedicated to positively impacting the local economy through its programming and elevating civic pride while highlighting the Stockton community as a positive place to work, live, and visit. Visit Stockton is funded in partnership with local hotel properties through the Stockton Tourism Business Improvement District.
MISSION STATEMENT
Visit Stockton is dedicated to enhancing the region’s Quality of Life by collaboratively leading the promotion of our richly diverse community and advocating for initiatives that will enhance thecity’sQualityofPlace.
VISION STATEMENT
Stockton is widely respected as a diverse and welcoming community, providing unique and authenticexperiencesandopportunitiesforall.
ORGANIZATIONAL VALUES
MEETTHETEAM
ADMINISTRATION & OPERATIONS
Robyn Camino,CEOandFilm Liaison@Stockton&SanJoaquin FilmCommission
MARKETING & COMMUNICATIONS
Christa Griffith,Directorof CommunityEngagement&Brand Development
Anthony Esteves,ContentManager
BOARDOFDIRECTORS
George Kaplanis, President
Omega Hospitality
Wes Yourth, Vice President
University of the Pacific
Susan Obert, Treasurer
Haggin Museum
Alex Munro
Hilton Stockton
Rhona Miles
University Plaza Waterfront Hotel
Isadora Harness
Marriott Properties
Jai Patel
Red Roof Inn
Michael Blower, Council Appointee
Council Member Dist. 3
City of Stockton
The Board of Directors meets bi-monthly, and the public is welcome and encouraged to attend.
