Newport Beach Resorts' Bold Move: Redefining Tourism Marketing

Lisa Mailhot  |  February 13, 2024


Newport Beach Resorts' Bold Move: Redefining Tourism Marketing


Newport Beach, renowned for its pristine beaches and luxurious accommodations, is significantly transforming its tourism marketing strategy. Nine prestigious resort hotels advocate for the dissolution of the Tourism Business Improvement District, signaling a pivotal shift in how the city promotes itself as a premier travel destination.

Established after the Great Recession in 2009, the Tourism Business Improvement District was instrumental in funding marketing campaigns to rejuvenate Newport Beach's appeal. Through a modest room rate assessment, resort operators contributed funds, primarily channeled to Visit Newport Beach for targeted promotional activities.

As the agreement governing the tourism district expired, the participating resorts have opted to forge a new path forward. Proposing a Marketing Assessment Partnership, they seek to take control of their marketing initiatives while collaborating with Visit Newport Beach, albeit without direct city involvement.


Gary Sherwin, the driving force behind Visit Newport Beach, highlights the resort's desire to emerge stronger from economic challenges than before. Their decision to reassess and redirect marketing efforts demonstrates a commitment to innovation and adaptability in an ever-evolving tourism landscape.

Under this new arrangement, Newport Beach aims to tailor marketing strategies to cater to the evolving preferences of travelers, particularly those seeking luxury experiences and event spaces. By reallocating resources and increasing the room rate assessment to 5%, the city aims to ensure sustained growth and visibility in the competitive tourism market.


As Newport Beach embarks on this journey of reinvention, the community remains at the heart of its endeavors. The city aims to showcase its unique charm and hospitality to visitors worldwide through collaborative partnerships and strategic investments. If you're considering a move to or within Orange County, let's connect to explore the vibrant lifestyle and real estate opportunities Newport Beach has to offer. 




“Resorts in Newport Beach ask city to dissolve district gathering money to promote tourism” by Erika I. Ritchie, Published on February 12, 2024.

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