Carmel-by-the-Sea, a coastal village in California, has significantly reduced its tourism marketing budget, stripping nearly $300,000 from its allocation as residents express concerns about over-tourism. The Carmel-by-the-Sea City Council unanimously approved a $41 million budget, but removed a $292,947 contribution to its marketing fund during a recent meeting.
Councilmember Jeff Baron noted an increase in public comment regarding the marketing funds, stating, "I don’t think that’s something to be taken lightly." Carmel, known as one of the most affluent communities in the United States, is a small city with just over 3,000 residents, where homes frequently sell for millions of dollars and household incomes often exceed $100,000.
Residents have argued that the village's existing attractions, including its architecture, museums, distinctive cottages, and white-sand beach, already draw sufficient visitors. Photographer and former planning commissioner Ian Martin told SFGate that the community should prioritize "harmony with nature, a place to relax and unwind," and cautioned against "too much of a good thing with visitorship."
Concerns cited for reducing marketing funds include traffic congestion, overcrowding, the rise of social media's influence on tourism, and the town's long-standing appeal to celebrities. Visitors like the Obamas and Bradley Cooper have frequented the area, and actor Clint Eastwood notably served as the town's mayor in the late 1980s. "How hard do we need to bang the drum?" Martin questioned.
However, some small business owners who depend on tourism expressed apprehension about the potential impact of reduced funding on their livelihoods. A general manager at a downtown Carmel restaurant acknowledged traffic congestion as an ongoing issue but emphasized the need for continued marketing efforts, stating, "We need always to be marketing, and to lose that would be huge."
The decision was discussed at a June 2 City Council meeting concerning the town's contribution to See Monterey, the county's nonprofit tourism promotion group. Councilmember Robert Delves read from a draft argument that stated, "Visitors are welcome here, but tourism also creates unwelcome impacts for our residents. Congestion, pollution, noise and trash are daily realities." Councilmember Hans Buder added that residents are "angry about it, frankly. They feel like there’s too much tourism, there’s over-tourism."
Cynthia Fernandes, co-owner of Pilgrim’s Way Community Bookstore and Secret Garden, suggested that traditional tourism funding may not be a "wise investment" given the town's inherent advantages and the evolving digital landscape. She noted that social media platforms like TikTok and Instagram have become dominant forces in driving tourism, with visitors discovering her business through these channels. "It’s not paid advertising. It’s not the BBC... It’s a person with a cellphone - and don’t we all have one?"
Martin also highlighted that Carmel's small size makes it susceptible to overcrowding, especially during peak seasons. With the reopening of Highway 1, the village is experiencing increased visitor traffic heading to Big Sur. "We’re beginning to feel the impacts here," he said. "There are other things we can use money for. I don’t think we’ll be short of visitors."
The City Council had previously decided to withdraw its annual contribution to Visit Carmel, the town's local tourism board. Visit Carmel's executive director, Amy Herzog, confirmed a board vote to reduce their financial request to zero. Herzog advocated for continued partnership with See Monterey, emphasizing its role in driving economic vitality for the county.
See Monterey expressed hope that Carmel will recognize the value of their partnership, which has spanned over 20 years and contributed to economic growth, job creation, and city services. The council is scheduled to revisit the allocation of marketing funds and its contribution to See Monterey at its next meeting on July 7.