While Rancho Cordova did fare better than many communities and saw double the occupancy rates compared to destinations in California’s major cities of San Francisco, Los Angeles, and San Diego, let’s not sugarcoat the realities we have faced in the tourism industry. According to U.S. Travel Association, in 2020 the U.S. travel economy lost more than $500 billion, while travel industry unemployment peaked at 51%—more than double the national unemployment rate at the height of the Great Depression. Currently, our industry is projected to take five years to recover.
However, the industry will begin to claw its way back this year. California is well-positioned to engage drive market leisure travelers as soon as a relative degree of perceived safety is reached in the minds of travelers. Visit California, the state’s tourism bureau is the most powerful and potent state-wide destination marketing organization in the U.S. Complement that with strong regional presence in Gold Country with sought after rural experiences and effective Capital Regional partners, and we have the potential to return to pre-pandemic levels more quickly than many destinations that are situated in locations that require a flight to access or are in urban core areas.