CEO Update: Highway 1 progress, Go Gently premiere and the path ahead

Dear Industry Partners,

The unprecedented length of the Highway 1 closure continues to challenge the businesses and destinations that rely on it. This iconic route embodies the California experience, connecting coastal communities, small businesses and travelers along one of the world’s most breathtaking drives. While Visit California has worked hard to ensure travelers know much of the route remains open and accessible, the closure has nevertheless been deeply trying for the communities and businesses along this stretch.

Caltrans District 5 Director Scott Eades briefs Visit California President & CEO Caroline Beteta from the top of Regent’s Slide 650 feet above Highway 1.

Last week I joined California Transportation Secretary Toks Omishakin, along with Caltrans leadership, engineers, and tourism and community representatives for a site tour, press conference and business roundtable at Regent’s Slide. Seeing the repair progress firsthand and hearing directly from state officials underscored how important it is to keep our industry’s perspective central to the conversation.

I want to give a special thanks to Kirk Gafill of Nepenthe and Jim Ramey of Ragged Point Inn for ensuring the voices of local businesses and employees were heard. Both joined the discussion and spoke with conviction, emphasizing just how vital Highway 1 is to the region’s economy and identity.

Secretary Omishakin announced that by mid-September Caltrans expects to provide an estimated  for the reopening of Regent’s Slide. Until this stretch of highway is reopened, Visit California will continue to advocate for timely communication and sustained urgency from state leadership. This work builds on months of collaboration, including last year’s roundtable with Secretary Omishakin, Senator John Laird and regional partners.

We remain committed to working with state and local leaders to fully restore access to this iconic highway and ensure it continues to serve as a symbol of California’s natural beauty and resilience.

Go Gently Brings California to Millions

Last week, Go Gently premiered in the United States on Amazon Prime, bringing California’s story of natural beauty and sustainable travel into 76.6 million U.S. households. This follows its successful debut on Earth Day across Europe, where it reached an additional 19 million HBO Max subscribers.

Created by Dash Pictures, Go Gently is a six-episode series that follows activist and author Bonnie Wright, known for her role as Ginny Weasley in the Harry Potter films, and environmental advocate Pattie Gonia on a scenic road trip. Four episodes highlight iconic California destinations, showcasing how travelers can embrace more sustainable choices while enjoying unforgettable experiences. From whale-watching and composting to exploring our coastline and shopping mindfully, the series captures the essence of responsible travel in a relatable and inspiring way.

Go Gently will continue to expand its audience later this year with planned debuts on Tubi, YouTube and additional platforms in the U.K. and beyond.

Sustaining California’s Marketing Impact

Summer travel is in full swing, with visitors inspired by our latest campaign “Up Around the Bend,” which highlight the joy and spontaneity of exploring California’s iconic destinations. This marketing campaign garnered over 855 million impressions and almost 200 pieces of media coverage throughout the United States and around the world, helping drive meaningful engagement with travelers and supporting businesses across the state.

The upcoming December renewal referendum will ensure we can continue delivering these innovative campaigns and keeping California top of mind for travelers around the world. Thank you for your ongoing support as we work together to sustain the momentum and showcase the best of California.

Now is the time to stand united and demonstrate the power of our collective voice. I invite you to join the coalition in support of renewing Visit California. Together, we can ensure California’s tourism industry remains strong and resilient for years to come.

Sincerely,
Caroline Beteta
President & CEO
Visit California