AUGUST 2025
KEY MESSAGING
Outdoor Adventures (Hiking, Diving, Paragliding), Beach Hopping, Recognized Restaurants & Wineries, Seaside’s Oaxacan Culture, Salinas’ Rodeo History, Pet-Friendly Activities, Monterey’s “Second Summer , ” Antiquing/thrifting
KEY DATES
• Park & Recreation Month
• National Picnic Month
• Fourth of July
• MotoAmerica Superbike SpeedFest (July 11-13)
• Carmel Bach Festival (July 1 2-26)
• California Rodeo Salinas (July 1 7-20)
• Ice Cream Day (July 20)
• Wine & Cheese Day (July 25)
• Java House Grand Prix of Monterey (July 25-27)
MEETINGS KEY DATES + MESSAGING
• Staycation in Monterey
KEY MESSAGING
Outdoor Adventures (Hiking, Diving, Paragliding), Beach Hopping, Recognized Restaurants & Wineries, Seaside’s Oaxacan Culture, Salinas’ Rodeo History, Pet-Friendly Activities, Monterey’s “Second Summer, ” Antiquing/thrifting
KEY DATES
• National Wellness Month
• National Farmers Market Week (Aug 3-9)
• Monterey Car Week (Aug 8-17)
o Monterey Pre-Reunion & Corkscrew Hillclimb (Aug 9-10)
o Rolex Monterey Motorsports Reunion (Aug 13-16)
o Pebble Beach Concours D'Elegance (Aug 17)
• Pinot Noir Day (Aug 18)
• Monterey Winemakers’ Celebration (Aug 24)
• West End Celebration (Aug 23-24)
• Dog Day (Aug 26)
• Monterey County Fair (Aug 2 8-Sep 1)
• National Beach Day (Aug 30)
MEETINGS KEY DATES + MESSAGING
• All Things Meetings (Aug 21)
SEPTMEBER 2025
KEY MESSAGING
Outdoor Adventures (Hiking, Diving, Paragliding), Beach Hopping, Recognized Restaurants & Wineries, Seaside’s Oaxacan Culture, Salinas’ Rodeo History, Pet-Friendly Activities, Monterey’s “Second Summer, ” Antiquing/thrifting
KEY DATES
• Hispanic Heritage Month
• California Wine Month
• Labor Day (Sep 1)
• Festa Italia (Sep 5-7)
• California Coastal Clean Up Day (Sep 20)
• California Surf Month/ Day (Sep 21)
• Fall Equinox (Sep 22)
• Sea Otter Awareness Week (Sep 2127)
• GRIDLIFE Laguna (Sep 26-28)
• Monterey Jazz Festival (Sep 26-28)
• Steinbeck Center’s Street Fair (Sept 27)
• Oaxaca by the Sea ((TBD)
• Monterey Greek Festival (TBD)
KEY MESSAGING
Monterey Wine Trail, Clam Chowder Season, Holiday Shopping, Guide to Shopping Local, Monarch Butterfly Season, Whale Watching, Holiday Getaways, Alternative Wellness , (equine therapy and Aqueous Yoga), Luxury Experiences, Destination Dupes, Digital Detox – Stargazing, Alternative Road Trips, Culinary
KEY DATES
• California Farmer & Farmworker Month
• Hispanic Heritage Month
• Seafood Month
• Emotional Wellness Month
• Museums & Galleries Month
• Book Month
• LGBTQ+ History Month
• Global Diversity Awareness Month
• Monarch Migration
• Coffee Day (Oct 1)
• Taste of Carmel (Oct 2)
• Carmel International Film Festival (Oct 2-5)
• National Golf Lovers Day (Oct 4)
• California International Airshow Salinas (Oct 4-5)
• Meet the Makers (Oct 11)
• National Farmers Day (Oct 12)
• Indigenous Peoples Day (Oct 1 3)
• International Artists Day (Oct 25)
• Halloween (Oct 31)
• Carmel-by-the-Sea Birthday (Oct 31)
MEETINGS KEY DATES + MESSAGING
• IMEX Las Vegas (Oct 7-9)
NOVEMBER 2025
KEY MESSAGING
Monterey Wine Trail, Clam Chowder Season, Holiday Shopping, Guide to Shopping Local, Monarch Butterfly Season, Whale Watching, Holiday Getaways, Alternative Wellness (equine therapy and Aqueous Yoga), Luxury Experiences, Destination Dupes, Digital Detox – Stargazing, Alternative Road Trips, Culinary
KEY DATES
• Vegan Day (Nov 1)
• Dia De Los Muertos (Nov 1 -2)
• Native American Heritage Month
• Big Sur Food & Wine Festival (Nov 68)
• Monterey Bay Half Marathon (Nov 8-9)
• National Hiking Day (Nov 17)
• Go For a Ride Day (Nov 22)
• Thanksgiving (Nov 28)
• Small Business Saturday (Nov 29)
DECEMBER 2025
KEY MESSAGING
Monterey Wine Trail, Clam Chowder Season, Holiday Shopping, Guide to Shopping Local, Monarch Butterfly Season, Whale Watching, Holiday Getaways, Alternative Wellness (equine therapy and Aqueous Yoga), Luxury Experiences, Destination Dupes, Digital Detox – Stargazing, Alternative Road Trips, Culinary
KEY DATES
• Ice Skating on the Bay
• World Wildlife Conservation Day (Dec 4)
• Christmas on the Wharf
• Christmas in the Adobes (TBD)
• Winter Solstice (Dec 21)
• Christmas Eve (Dec 24)
• Christmas (Dec 25)
• First Night Monterey (Dec 31)
• Michelin New Editions
• Pantone Color of the Year
• Travel Tuesday
MEETINGS KEY DATES + MESSAGING
• Holiday Galas
• CalSAE Seasonal Spectacular, Sacramento (Dec 16-17)
FEBRUARY 2026
KEY MESSAGING
New in 2025, Outdoor Activities, Hiking Trails, Black-Owned Businesses, Couple Itineraries, Whale Watching, Spring in Monterey County, Women-Owned Businesses, Family-Friendly Spring Break Activities, Luxurious Nature Pursuits, Weekend Getaways, Gig-Tripping (Sports & Concerts), Luxury highlights/exclusivity, Off-season promotion (skip the crowds)
KEY DATES
• Dry January
• Veganuary
• New Year’s Day (Jan 1)
• Mind-Body Wellness Day (Jan 3)
• Pinnacles Anniversary (Jan 10, 2013)
• Plan For Vacation Day – Seasonal Draws (Jan 27)
• Monterey Swing Fest (TBD)
MEETINGS KEY DATES + MESSAGING
• What’s New - 2026
• Wellness in meetings
• PCMA Convening Leaders (Jan 11-14) Houston TX
KEY MESSAGING
New in 2025, Outdoor Activities, Hiking Trails, Black-Owned Businesses, Couple Itineraries, Whale Watching, Spring in Monterey County, Women-Owned Businesses, Family-Friendly Spring Break Activities, Luxurious Nature Pursuits, Weekend Getaways, Gig-Tripping, (Sports & Concerts), Luxury highlights/exclusivity, Off-season promotion (skip the crowds)
KEY DATES
• Black History Month
• AT&T Pro-Am (Feb 9-15)
• Valentine’s Day (Feb 14)
• World Whale Day (Feb 15)
• Lunar New Year (Feb 17)
• Clam Chowder Day (Feb 25)
• John Steinbeck's Birthday (Feb 27)
MARCH 2026
KEY MESSGING
New in 2025, Outdoor Activities, Hiking Trails, Black-Owned Businesses, Couple Itineraries, Whale Watching, Spring in Monterey County, Women-Owned Businesses, Family-Friendly Spring Break Activities, Luxurious Nature Pursuits, Weekend Getaways, Gig -Tripping, (Sports & Concerts), Luxury highlights/exclusivity, Off-season promotion (skip the crowds)
KEY DATES
• Women's History Month
• National Agriculture Month
• National Day of Unplugging (Mar 6-7)
• Jazz Bash by the Bay (Mar 6-8)
• International Women's Day (Mar 8)
• National Artichoke Day (Mar 16)
• Spring Equinox (Mar 20)
• World Theatre Day (Mar 27)
MEETINGS KEY DATES + MESSAGING
• What’s New - Spring 2026
KEY MESSAGING
Wildflower Blooms, Purple Blanket Spotting, Waterfront Seafood Spots, Al Fresco Dining, Wine Tasting & Vineyard Tour Experiences, Road Trip Itineraries, Literary Itineraries, Multi-Gen Itineraries, AAPI-Owned Businesses, Monterey County State Parks, Pride Events, Responsible/Sustainable Tourism, Hidden Gem/unexpected
KEY DATES
• Easter (Apr 5)
• California Poppy Day (Apr 6)
• Pebble Beach Food & Wine (Apr 9-12)
• Whalefest Monterey (Apr 11-12)
• World Art Day (Apr 15)
• Sea Otter Classic (Apr 16-19)
• Pet Day (Apr 11)
• 4/20 (Apr 20)
• Earth Day (Apr 22)
• National Picnic Day (Apr 23)
• Big Sur International Marathon (Apr 26)
• National Park Week (TBD)
MEETINGS KEY DATES + MESSAGING
• Global Meetings Industry Day
• Sustainable Meetings & Green Meeting Spaces
• CalSAE Elevate in Monterey (April 1215) MAY 2026
KEY MESSAGING
Wildflower Blooms, Purple Blanket Spotting, Waterfront Seafood Spots, Al Fresco Dining, Wine Tasting & Vineyard Tour Experiences, Road Trip Itineraries, Literary Itineraries, Multi-Gen Itineraries, AAPI-Owned Businesses, Monterey County State Parks, Pride Events, Responsible/Sustainable Tourism, Hidden Gem/unexpected
KEY DATES
• California Travel & Tourism Month
• Asian American & Pacific Islander Heritage Month
• IMSA at WeatherTech Laguna Seca (May 1)
• National Tourism Day (May 7)
• Mother's Day (May 10)
• Global Accessibility Awareness Day (May 21)
• National Chardonnay Day (May 21)
• National Road Trip Day (May 22)
• World Otter Day (May 27)
• National Wine Day (May 25)
• Memorial Day (May 25)
• California Roots Music & Art Festival (May 22-24)
• Carmel Culinary Week (May 29 -June 6)
• Trans Am Speedfest (TBD)
• Motul Course de Monterey Powered by Hyundai N (TBD)
• Ferrari Challenge North America ( TBD)
MEETINGS KEY DATES + MESSAGING
• CalTravel and Tourism Month
• IMEX Frankfurt (May 19-21)
JUNE 2026
KEY MESSAGING
Wildflower Blooms, Purple Blanket Spotting, Waterfront Seafood Spots, Al Fresco Dining, Wine Tasting & Vineyard Tour Experiences, Road Trip Itineraries, Literary Itineraries, Multi-Gen Itineraries, AAPI-Owned Businesses, Monterey County State Parks, Pride Events, Responsible/Sustainable Tourism, Hidden Gem/unexpected
KEY DATES
• Pride Month
• Carmel Culinary Week (May 29-Jun 6)
• World Bicycle Day (Jun 3)
• World Ocean Day (Jun 8)
• California State Parks Week (Jun 11 –15)
• Oceans Day (Jun 8)
• Global Wellness (Ju n 13)
• Juneteenth (Jun 19)
• Father's Day (Jun 21)
• Summer Solstice (Jun 21)
• Monterey Peninsula Pride (TBD)
MEETINGS KEY DATES + MESSAGING
• MPI WEC St. Louis (June 1-4)