Thank you to everyone who attended Visit Santa Barbara’s Annual Tourism Summit on January 28, 2026, at the Hilton Santa Barbara Beachfront Resort. This year’s theme, A Look Ahead: Insights, Advocacy, and the Future of Tourism, brought together industry leaders to explore the trends and forces shaping the future of travel.
Attendees heard national and statewide perspectives from keynote speakers Chuck Davison of Tourism Economics and Caroline Beteta of Visit California, who shared insights on travel performance, economic indicators, marketing efforts, and Santa Barbara’s role within California’s competitive tourism landscape.
The program also featured a moderated panel led by Mitchell Sjerven with Lynn Mohrfeld of the California Hotel and Lodging Association and Rachel Michelin of the California Retailers Association. The panel explored the current realities facing California’s hospitality and retail industries, translating statewide economic and regulatory trends into practical, local strategies for small businesses as they look ahead to 2026.
Thank you to our sponsors and speakers for helping make this year’s Annual Tourism Summit a success. As a token of our appreciation, we are pleased to share access to the keynote presentations, which can be downloaded here.
keynote presenters:
Kathy Janega-Dykes President & CEO, Visit Santa Barbara
Kathy Janega-Dykes is the president & CEO of Visit Santa Barbara, where she has led the organization for over two decades. A recognized leader in destination marketing and tourism advocacy, Kathy serves on numerous state and national boards, championing economic vitality and community impact through travel and hospitality.
Chuck Davison is the Vice President of Commercial Strategy & Partnerships at Tourism Economics, leveraging over 30 years of travel industry expertise to deliver data-driven insights and strengthen partnerships. Previously, he served as President and CEO of Visit SLO CAL, leading transformative growth for nearly nine years. Chuck has also held leadership roles, including Vice President and General Manager at Expedia.
Caroline Beteta President & CEO, Visit California
Caroline Beteta is the president & CEO of Visit California, leading the organization’s global marketing efforts and serving as the chief spokesperson for the state’s travel industry. She serves on executive committees for both the U.S. Travel Association and the World Travel & Tourism Council and has been widely recognized for her industry leadership. Beteta holds degrees from UCLA and USC, along with executive training from Stanford.
Panelists:
Mitchell Sjerven (Moderator) Owner & Restaurateur, bouchon Santa Barbara
A 35-year restaurant industry veteran, Mitchell Sjerven founded Santa Barbara’s original bouchon in 1998 and has since owned and operated multiple Santa Barbara–based restaurants and a wine business. Sjerven is a faculty member in the School of Culinary Arts at Santa Barbara City College, where he teaches Restaurant Ownership. Active in regional tourism, he has served on the boards of Visit Santa Barbara and World of Pinot Noir, and currently serves on the Board of Directors for the Santa Barbara South Coast Chamber of Commerce and the Advisory Committee for the Santa Barbara Culinary Experience.
Rachel Michelin (Panelist) President, California Retailers Association
Rachel Michelin is the president & CEO of the California Retailers Association, representing the state’s diverse retail industry at the Capitol and before regulatory agencies. She is known for her bipartisan leadership and was instrumental in major policy achievements, including California’s historic retail theft legislation, the expansion of Organized Retail Crime Taskforces, and PAGA reform. Michelin has received numerous awards for her advocacy and has held several key state appointments, including service on the SB 54 Advisory Board.
Lynn Mohrfield, IOM (Panelist) President & CEO, California Hotel & Lodging Association
Lynn has been with the California Hotel & Lodging Association since 2002 where he currently serves as the president & CEO. He has been involved in the tourism industry for over 26 years, having previously held positions with WorldRes, Inc, the San Diego Convention & Visitors Bureau and the U.S. Department of Commerce. While at CH&LA, Lynn has won four Chairman Cup’s for increases in association membership and been instrumental in the association’s energy programs, having garnered two Flex Your Power Awards. Lynn is a graduate of San Diego State University, having earned a Bachelor of Science in Marketing from the School of Business.
thank you to our sponsors:
For questions and more information, please contact [email protected]
