Visit Laguna Beach
Visit Laguna Beach is a 501(c)(6) destination marketing organization, founded in 1986, that promotes Laguna Beach, California through an official tourism website, visitors center, and curated experiences including wellness trails, art walks, and environmental stewardship partnerships funded by hotel-paid TMD fees.
- Company typePrivate
- Founded1986
- HeadquartersLaguna Beach, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Visit Laguna Beach does
Visit Laguna Beach, formally The Laguna Beach Hospitality Association, Inc., is a 501(c)(6) not-for-profit destination marketing organization (DMO) incorporated in 1986 and headquartered at 361 Forest Avenue, Suite 200, in Laguna Beach, California. It is the official tourism promotion body for the city, operating the visitlagunabeach.com domain and an Official Visitors Center at 381 Forest Avenue. The organization employs 1–10 people and serves leisure and small-meeting travelers visiting Orange County's coast.
The DMO operates a digital platform that combines a comprehensive destination website, a downloadable Destination Guide, a community events calendar, curated thematic itineraries, and a hotel booking integration powered by JackRabbit/Book Direct Systems. Beyond the website, the DMO runs a physical visitors center open daily from 10 a.m. to 5 p.m., an email newsletter, an active presence across Facebook, X, Instagram, and YouTube (#MyLagunaBeach UGC hashtag), and sustained media-relations operations led by J/PR and Westbound Communications. Specialized programs include the Pathway to Zen Wellness Trail (12 curated mind-body-soul stops launched 2019), the monthly First Thursdays Art Walk, a free beach-area trolley service, and the Leave No Trace Stewardship Program (six principles, formalized April 2022 with Leave No Trace, Surfrider Foundation, and Sustainable Travel International).
Visit Laguna Beach does not sell to visitors directly; it is funded primarily through the Tourism Marketing District's 2% fee on overnight stays in Laguna Beach hotels and vacation rentals—half of which is contractually allocated to local arts institutions (Laguna Art Museum, Laguna College of Art + Design, Laguna Playhouse) and cultural arts grants, with the remaining half funding marketing and stewardship. The 12% Transient Occupancy Tax flows entirely to the City of Laguna Beach general fund, generating $15.4 million annually for city services and not flowing to the DMO itself. Member segments span art/culture, outdoor/adventure, wellness seekers, romance, families, and meeting and wedding planners, served via Virtuoso, direct-hotel partnerships, earned media, and organic social.
Visit Laguna Beach firmographics
Firmographics- Name
- Visit Laguna Beach
- Legal name
- The Laguna Beach Hospitality Association, Inc.
- Website
- https://visitlagunabeach.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Visit Laguna Beach is a 501(c)(6) destination marketing organization, founded in 1986, that promotes Laguna Beach, California through an official tourism website, visitors center, and curated experiences including wellness trails, art walks, and environmental stewardship partnerships funded by hotel-paid TMD fees.
- Ownership category
- akta.pro rank
Visit Laguna Beach industry classification
Industry- Product category
- Destination Marketing Organization (DMO) Services
- NAICS
- Tour Operators (561520), Tour Operators (56152)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF)
- akta.pro secondary industry
- Corporate Hospitality & VIP Services (Hosting, Protocol, Concierge) (THAHADAG)
Keywords
Where Visit Laguna Beach is headquartered
LocationHeadquarters
- HQ city
- Laguna Beach
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Visit Laguna Beach business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Operations, Personnel, Technology or R&D, Others
Revenue model
- Tourism Marketing District (TMD) Fee: Visitors staying overnight in Laguna Beach hotels and vacation rentals pay a 2% TMD fee. Half of this fee directly supports the arts including the Laguna Art Museum, Laguna College of Art + Design, Laguna Playhouse, Arts Commission projects, and Cultural Arts grants. The other half is used for marketing and stewardship programs.
- Transient Occupancy Tax (TOT): Overnight visitors pay a 12% Transient Occupancy Tax on room fees, of which 100% goes to the City of Laguna Beach's general fund for public safety, parks, streets, and city services.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Visit Laguna Beach product offering
Product offeringCore offering
Visit Laguna Beach operates the official destination marketing organization (DMO) for the City of Laguna Beach, providing comprehensive visitor-facing services including a destination website, downloadable destination guide, events calendar, curated travel itineraries, a free trolley service, and a Pathway to Zen wellness trail. The organization directs leisure travelers and small meeting groups to local accommodations, dining, arts and culture, outdoor recreation, and shopping. All services are provided free of charge to visitors and funded through Tourism Marketing District (TMD) assessments on overnight stays and Transient Occupancy Tax (TOT) revenue.
Product overview
Visit Laguna Beach operates as a destination marketing organization offering a unified digital platform centered on its official tourism website (visitlagunabeach.com). The platform serves as the comprehensive gateway for visitors to discover and plan trips to Laguna Beach, California. Key products include the downloadable Destination Guide, Events Calendar showcasing local happenings, and Curated Itineraries spanning themes from romantic getaways to sustainable travel. The platform integrates hotel booking through JackRabbit/Book Direct Systems and promotes the First Thursdays Art Walk as a signature monthly cultural event. Additional offerings include the Pathway to Zen Wellness Trail highlighting 12 wellness destinations, and the Leave No Trace Sustainability Program developed with environmental ethics partners. Together these products position Visit Laguna Beach as a full-service trip planning ecosystem for leisure travelers and group/event planners.
Differentiator
Problem solved
Functional benefit
Products and services
- Visit Laguna Beach Destination Website The official destination website for Visit Laguna Beach, providing one-stop information, booking referrals, and itinerary support for leisure and meeting visitors to Laguna Beach, California.
- Destination Guide Official downloadable Laguna Beach destination guide providing curated visitor information including activities, lodging, dining, transportation, and maps for trip planners.
- Events Calendar Online calendar listing upcoming events in Laguna Beach, including gallery openings, festivals (Sawdust Art Festival, Festival of Arts, Pageant of the Masters), concerts, family activities, and seasonal programs to help visitors plan trip dates.
- Curated Itineraries Pre-planned multi-day visitor itineraries that guide travelers through Laguna Beach's arts, dining, outdoor, and wellness experiences, structured for first-time and repeat visitors.
- Free Laguna Beach Trolley Free trolley service operating in Laguna Beach that shuttles visitors between downtown, beaches, hotels, and parking areas, reducing reliance on personal vehicles during a visit.
- Pathway to Zen Wellness Trail A self-guided wellness trail connecting Laguna Beach's holistic spas, oceanfront yoga, healthy dining, and nature settings to position the destination as a wellness retreat locale for both leisure and small-group travelers.
- Leave No Trace Sustainability Program A destination-wide sustainability and environmental stewardship initiative built around the six Leave No Trace Principles (know before you go, choose the right path, trash your trash, leave what you find, minimize campfire impacts, respect wildlife), guiding visitor behavior and destination stewardship across Laguna Beach's protected coastline, parks, and open spaces.
Quantifiable outcome
- Over six million annual visitors
- +3 more outcomes
Companies that use Visit Laguna Beach
Customer profileSegments7 records
Ideal customer profiles2 records
Visit Laguna Beach technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Visit Laguna Beach partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- First Thursdays Art WalkcoreVisit Laguna Beach announced a new partnership with First Thursdays Art Walk to offer exclusive hotel promotions in collaboration with Pacific Edge Hotel, Laguna Surf Lodge, and Seven4One by SCP Hotels. The Art & Stay program provides special rates and exclusive offers for guests booking stays during the monthly art walk events.
- Leave No Trace Center for Outdoor EthicscoreVisit Laguna Beach partnered with Leave No Trace to institute a comprehensive stewardship initiative protecting Laguna Beach's natural resources. The partnership developed six distinct environmental principles specific to Laguna Beach: Know Before You Go; Stick to Trails and Sand; Dispose of Trash Properly; Leave It as You Find It; Respect Wildlife and Sealife; and Be Considerate of Others on Beaches and Trails.
- Surfrider FoundationminorVisit Laguna Beach partnered with Surfrider Foundation as part of the Leave No Trace stewardship initiative to take action on Earth Day with a community-wide beach clean-up at Aliso Beach.
- Sustainable Travel InternationalminorVisit Laguna Beach is working with Sustainable Travel International on a second season of their Sustainable Travel: Where Next? documentary series, set to release in September 2023 on World Tourism Day.
- The Ranch at Laguna BeachminorThe Ranch at Laguna Beach is California's only National Geographic Unique Lodge of the World. Visit Laguna Beach promotes wellness packages at this property featuring spa treatments and locally-made products.
- VirtuosocoreLaguna Beach was accepted into Virtuoso, a global luxury travel network connecting travelers with preferred travel advisors. This membership enhances the destination's visibility among high-net-worth travelers seeking luxury experiences.
- Laguna Art MuseumcoreVisit Laguna Beach supports the Laguna Art Museum through Tourism Marketing District fees, with half of the 2% TMD fee directly supporting arts institutions including the museum.
- Laguna PlayhousecoreVisit Laguna Beach supports the Laguna Playhouse through Tourism Marketing District fees, promoting performing arts and theater experiences in the destination.
- Laguna College of Art + DesignminorVisit Laguna Beach supports the Laguna College of Art + Design through Tourism Marketing District fees, contributing to art education in the destination.
- Festival of ArtscoreVisit Laguna Beach promotes the renowned Festival of Arts, Pageant of the Masters, Sawdust Art Festival, and Laguna Art-A-Fair which take place each summer as major annual events.
- J/PR Public RelationscoreJ/PR handles media inquiries, press kit requests, and media trip requests for Visit Laguna Beach at [email protected].
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Visit Laguna Beach competitors and assessment
Company assessmentDirect peers
- Visit Oceanside: San Diego County coastal DMO. Comparable as a destination marketing organization targeting the beach leisure segment with similar hotel partner ecosystem in Southern California.
- Visit Newport Beach: Adjacent Orange County coastal DMO promoting Newport Beach. Directly comparable as a destination marketing organization targeting the same Southern California leisure traveler with overlapping beach/luxury/art positioning.
- Visit Carlsbad: San Diego County coastal DMO. Comparable as a destination marketing organization with similar beach/leisure/wellness positioning competing for the same Southern California coastal traveler.
- Visit Dana Point: Neighboring Orange County coastal DMO. Directly comparable as a same-region destination marketing organization competing for the same coastal leisure traveler and event/wedding market.
- Visit Anaheim: Orange County DMO centered on Anaheim. Comparable as a destination marketing organization in the same county, targeting group meetings, leisure, and overnight stays.
- Visit Huntington Beach: Orange County coastal DMO. Directly comparable as a destination marketing organization in the same competitive set, focusing on beach-driven leisure travel and small meetings.
Broad incumbents
- Visit California: State-level DMO for California. Comparable as a destination marketing organization with a broader geographic mandate; sets the umbrella marketing context in which Visit Laguna Beach operates.
- Visit Los Angeles: Major metropolitan DMO for Los Angeles. Comparable as a destination marketing organization anchoring the northern end of Laguna Beach's drive market and competing for international leisure travelers.
- Visit San Diego: Regional DMO for San Diego. Comparable as a destination marketing organization in Southern California, competing for overnight stays and meetings within a roughly two-hour drive of Laguna Beach.
Others
- Simpleview (DMO CRM vendor): Primary CRM and digital platform vendor for U.S. destination marketing organizations. Comparable as an ecosystem enabler for DMOs like Visit Laguna Beach rather than a direct competitor; relevant for benchmarking technology stack.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Visit Laguna Beach social profiles
Digital presenceVisit Laguna Beach financial estimates
Financial estimateRevenue estimate
Valuation estimate
Visit Laguna Beach leadership team
Management profileNumber of profiles
Profiles3 records
Visit Laguna Beach funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Visit Laguna Beach M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Visit Laguna Beach
What does Visit Laguna Beach do?
Visit Laguna Beach operates the official destination marketing organization (DMO) for the City of Laguna Beach, providing comprehensive visitor-facing services including a destination website, downloadable destination guide, events calendar, curated travel itineraries, a free trolley service, and a Pathway to Zen wellness trail. The organization directs leisure travelers and small meeting groups to local accommodations, dining, arts and culture, outdoor recreation, and shopping. All services are provided free of charge to visitors and funded through Tourism Marketing District (TMD) assessments on overnight stays and Transient Occupancy Tax (TOT) revenue.
Is Visit Laguna Beach a public or private company?
Visit Laguna Beach is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Visit Laguna Beach founded?
Visit Laguna Beach was founded in 1986. It employs 1 to 10 people.
Where is Visit Laguna Beach based?
Visit Laguna Beach is headquartered in Laguna Beach, United States, in the North America region.
How does Visit Laguna Beach make money?
Two revenue lines are on record. Tourism Marketing District (TMD) Fee is the primary driver. The others are transient Occupancy Tax (TOT).
Who are Visit Laguna Beach's main competitors?
Direct peers on record are Visit Oceanside, Visit Newport Beach, Visit Carlsbad, Visit Dana Point, Visit Anaheim and Visit Huntington Beach. Broad incumbents are Visit California, Visit Los Angeles and Visit San Diego. Simpleview (DMO CRM vendor) is listed as an others.
Does Visit Laguna Beach have an API?
No public API is recorded for Visit Laguna Beach.
What industry is Visit Laguna Beach in?
Visit Laguna Beach's product category is Destination Marketing Organization (DMO) Services. Its primary akta.pro industry code is THAHADAF, Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism), with a secondary code of THAHADAG, Corporate Hospitality & VIP Services (Hosting, Protocol, Concierge). Its NAICS code is 561520 and its SIC code is 7900.