Adobe Stock image | Springtime means green grass in the Central Valley, and this view from Old Tollhouse Road in Fresno County hints at the tourism value of this region.

Tourism experts across the state point to international tensions, economic uncertainty and even a sprinkling of political backlash as contributing factors to the predicted drop in tourism numbers. But according to Vanessa Puopolo, vice president at tourism bureau Visit Fresno County, the Valley is poised differently — and stronger — than many neighboring counties and cities that are viewed as California’s traditional tourism destinations.

“We really try not to put all of our eggs in one basket,” she said. “We’re also really always playing the long-game and current economic conditions can be volatile and things can affect travel plans that don’t have anything to do with us.”

Poupolo said the county’s strength lies in its diversity, not just culturally, but also in its appeal to local and other domestic markets. While major cities like San Francisco and Los Angeles rely heavily on international travelers and high-dollar experiences, Fresno takes a broader approach, capitalizing on a number of factors ranging from its central location in the state to its proximity to national parks and other tourist destinations not necessarily highlighted among international markets.

Visit Fresno County views its tourism markets in three tiers, focusing heavily on its local state drive markets, direct-flight markets and lastly its non-direct-flight markets, adding that it sees heavy tourism numbers from all three.

“We have always focused on our drive markets,” she said. “We know that LA, San Diego, the Bay Area, Sacramento love to come here for a variety of reasons.”

Fresno County is also leaning heavily on domestic flights, with direct-flight markets like Atlanta, Chicago, Phoenix, Dallas, Seattle and Portland remaining a focus, with more distant regions — like New York and Washington D.C. — also showing heavy interest in the market.

Visit California, however, continues to report a potential struggle in 2025 for the Golden State. Visitor spending is expected to decline by 0.6% in 2025. While that sounds like a small number, the total drop is expected to be roughly $900 million statewide.

It’s the first drop in tourism spending since Covid.

In 2024, California attracted around 270 million visitors, totaling $150.4 billion in tourism revenue.

For a state that has seen a continuous rise in revenue and tourism since 2020, Visit California points towards political reasons as part of the cause of the projected decline.

“This year has seen a drop in international visitors, particularly from Canada — one of California’s largest markets,” Visit California wrote in an article published on May 27. “Political actions and rhetoric from the Trump administration, like tariffs and claims that the country should become the 51st state, have sparked backlash from Canadians.”

Despite that, Puopolo said the work being done at Fresno Yosemite International Airport on its new international air terminal — projected to open later this year — will welcome international tourists, streamline travel and simplify the airport’s pre-flight and check-in operations. The new terminal saw a security checkpoint expansion open in April, with the remainder of the terminal expansion project expected to be completed this fall.

While the rest of the state braces for international fallout and emotional travel decisions, Fresno County remains confident in its travel appeal.

Poupolo also highlighted the region’s consistent draw — sporting competitions and tournaments at a variety of levels. The area hosts five different high school California Interscholastic Federation (CIF) tournaments, as well as numerous other sporting events. The Central Valley is also home to several feeder-league professional teams and collegiate organizations.

Last year, Visit Fresno County partnered with tourism markets in Atlanta, cross promoting the two city’s university mascots.

“Same Bulldog name, different Bulldog cities,” she said.

Finally, Puopolo highlighted something that many Fresnans and Central Valley residents take a significant amount of pride in — the local cuisine.

“I would put the Fresno/Clovis food scene up against any major city; it’s fantastic,” Puopolo said. “It’s a true farm-to-fork experience.”

Recently, Saizon, a fine dining restaurant opened in 2022 by the Smittcamp restaurant group, was recognized as one of California’s best 101 restaurants by the Los Angeles Times — an honor that reflects the region’s emphasis on culinary prowess.

Despite the less-than-ideal projection statewide, the Central Valley looks to continue what it is known for — provide ample opportunities for travel, be it for business or leisure.

“Regardless of what’s happening politically, we stick with our messaging,” Puopolo said. “We find that it resonates with people regardless of whether they’re a resident of the United States or whether they’re an international guest looking to come for a vacation.”