Community Development Agency
www.santa-ana.org/cd
Item # 11
City of Santa Ana
20 Civic Center Plaza, Santa Ana, CA 92701
Staff Report
May 5, 2026
TOPIC: 2025 Travel Santa Ana Annual Report
AGENDA TITLE
2025 Travel Santa Ana Annual Report
RECOMMENDED ACTION
Receive and file.
GOVERNMENT CODE §84308 APPLIES: No
DISCUSSION
On November 17, 2020, the City Council approved the formation of the Santa Ana Tourism Marketing District (SATMD), which is a benefit assessment district created to help fund marketing and sales promotion efforts for all lodging businesses with seventy (70) rooms or more located within the boundaries of the City of Santa Ana (City). The established SATMD currently includes 17 hotels in the City. The annual assessment rate is two percent (2%) of gross short-term room rental revenue and the original SATMD designation had a five (5) year term, which began January 1, 2021 and ended on December 31, 2025.
On July 1, 2025, the City Council approved a renewal of the SATMD for an additional ten (10) years per the Property and Business Improvement District Law of 1994. Travel Santa Ana, the non-profit tourism marketing association, was formed to manage the SATMD assessment funds and implement marketing programs aimed at increasing tourism in the City. Through innovative strategies and a deep understanding of the city's unique appeal, Travel Santa Ana has elevated the city's profile, drawing visitors from far and wide. Their multifaceted approach, combining digital marketing campaigns, community engagement, and strategic partnerships, has fostered a vibrant tourism ecosystem, boosting local businesses and showcasing the City's rich cultural heritage. Travel Santa Ana has created a narrative that resonates with travelers of all backgrounds by highlighting the diverse tapestry of experiences the City has to offer, from its bustling arts scene to its culinary delights and historical landmarks.
Each year, Travel Santa Ana is required to submit a report to City Council. The Annual Report (Exhibit 1) confirms that there are no proposed changes to the district boundaries, provides a budget of costs associates with the activities, and highlights the
2025 Travel Santa Ana Annual Report
May 5, 2026
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successful marketing and promotional activities accomplished in 2025.
Some key highlights from the report include:
Tourism Growth: Santa Ana welcomed 906,700 visitors in 2024, a 3.6% increase year-over-year, generating $394.2 million in direct travel spending. Economic Impact: Visitor activity supported 3,110 local jobs, $148 million in wages, and generated $27.5 million in tax revenue that supports City services such as public safety, parks, and infrastructure.
Hotel Performance: Santa Ana’s 17 hotels (2,770 rooms) produced over $77 million in annual revenue, with an average occupancy of 70.8% and average daily rate of $121.37.
Sales and Marketing Results: Travel Santa Ana participated in 26 trade shows and 1,080 industry appointments, generating 95 qualified leads and $6.6 million in potential hotel revenue.
Destination Marketing Reach: Digital and advertising campaigns generated millions of impressions and more than 86,000 hotel room nights, producing over $11 million in hotel revenue.
Community and Visitor Programs: New initiatives such as the Visitor Loyalty Program and Santa Ana Enthusiast Program promote local businesses and strengthen community engagement in the tourism industry.
FISCAL IMPACT
There is no fiscal impact associated with this action.
EXHIBIT(S)
1. 2025 Annual Report
Submitted By: Michael L. Garcia, Executive Director, Community Development Agency Approved By: Alvaro Nuñez, City Manager