Date: May 15, 2026
Contact: Kevin Drabinski
Email: kevin.drabinski@dot.ca.gov
Tourism on Big Sur is surging since reopening of Highway 1
Destinations along famed route experiencing economic resurgence since the reopening of the highway by Caltrans in January
BIG SUR, Calif. — Against the backdrop of California’s picturesque, world-renowned coastal views along Highway 1, tourists are returning in considerable numbers from Carmel to Cambria—fueling a revitalized regional economy in the months after Caltrans fully reopened the iconic corridor. The economic upturn is expected to continue as visitors flock to the coast for Memorial Day recreation.
Local business owners, state transportation leaders and elected officials gathered today in Ragged Point to celebrate the unofficial start of California’s summer travel season. Since the full reopening of Highway 1 in mid-January, a staggering number of visitors are enjoying access to the Big Sur coast – and beyond.
Access to Highway 1 has served as a powerful catalyst for economic recovery, with indicators demonstrating a rapid and sustained return of visitor demand across Monterey County, San Luis Obispo County and the broader region.
“Big Sur families, small businesses, and surrounding communities are finding their footing again after demonstrating resilience and grit, leading to the full reopening of Highway 1 in January. This is what investing in infrastructure delivers: thousands of tourists returning to support local businesses and economic growth along one of the most beloved stretches of coast in the world."
-Governor Gavin Newsom
“Californians on the Big Sur coast understand better than anyone that transportation infrastructure is the backbone of economic prosperity,” said California Transportation Secretary Toks Omishakin. “Under Governor Newsom’s leadership, the highway was reopened earlier than projected and it’s a privilege to celebrate this renewed economic resurgence across the majestic Central Coast that is now open for business.”
According to Visit California, visitation has surged significantly since the roadway reopened on Jan. 15. Northbound traffic at Ragged Point has grown more than 900% year-over-year—clear evidence of restored access and pent-up demand for travel to this iconic coastal corridor.
“California’s nation-leading economy is strongest when our communities are connected, and the reopening of Highway 1 is already generating meaningful economic benefits up and down the Central Coast,” said Dee Dee Myers, Senior Advisor to Governor Newsom and Director of the Governor's Office of Business and Economic Development (GO-Biz). “From hotels and restaurants to small retailers and tourism operators, businesses are once again welcoming visitors from around the world.”
Prior to its reopening on January 14, travel along the full length of Highway 1 between Cambria and Carmel had not been possible for three years while crews repaired two massive slides. The extensive repairs posed both engineering and safety challenges, and demanded a tenacious, innovative response from Caltrans and contracted crews.
Local businesses in Big Sur are experiencing what businesses describe as an “on switch” effect. Year-to-date guest counts at restaurants and retail locations are up approximately 40%, with peak weekends nearly doubling 2025 levels. Lodging patronage further underscores this momentum, with February and March occupancy rates reaching 80% and 96%, respectively (up from 70% and 85% last year). Forward-looking indicators are equally robust, with hotel revenue pacing 108% ahead of last year over the next 12 months and 200% above 2025 levels for the critical travel season from March through August.
“The robust and sustained increase in visitation is allowing our business, employees, and larger community to recover rapidly from the three-year closure,” said Kirk Gafill, owner of Nepenthe restaurant in Big Sur. “We have experienced a 45 percent increase in guest volume following the reopening of Highway 1 in January.”
“The early reopening of Highway 1 represents a significant milestone for our small, family-owned business, enabling us to begin recovering from three very challenging years,” said Colin Trohig, General Manager of the Big Sur River Inn. “We are delighted that visitors from near and far can once again travel the iconic Big Sur corridor and access our property from both directions.” Regional performance reported by Visit SLO CAL reflects similar trends, with San Simeon reporting a 37% increase in occupancy in February year-over-year and the broader North Coast region up nearly 20%. Mid-March weekly data continues to show strong gains, including occupancy increases of 25% in Cambria, 43% in San Simeon and 9% countywide.
“We kept the residents and breadwinners of this magnificent region top of mind during our repair efforts, and to witness such a remarkable recovery just months after the reopening underscores our unwavering commitment to keep Highway 1 accessible,” said Caltrans Director Dina El-Tawansy. “Repairs to these slides were accomplished using state-of-the-art equipment and slope stabilization strategies, maximizing effectiveness of the repair work while avoiding any injuries to our workers.”
“The reopening of Highway 1 was a triumphant moment for California – and for the millions of travelers worldwide who have this iconic coastal drive on their bucket list,” said Caroline Beteta, president and CEO of Visit CA. “We commend Caltrans and thank Governor Newsom for their unwavering commitment to keeping this legendary road accessible – it is a vital lifeline for Central Coast communities and one of the most celebrated road trips on earth. The wait is over – Californians and visitors alike are once again experiencing it for themselves.”
“Highway 1 represents more than a vital transportation link - it reconnects our communities with the visitors and experiences that sustain them, “ said Cathy Cartier, President & CEO of Visit SLO CAL. “With this iconic route open again, we are welcoming more travelers, increasing visitor spending, and driving new revenue for local businesses. This renewed access helps restaurants, retailers, hotels, and tour operators thrive, strengthening our coastal communities and supporting a more vibrant, resilient regional economy.”
To access images and video from the event hosted today at the Ragged Point Inn, chronicling tourism and recreation on the Big Sur coast, access the following link: https://bit.ly/Big-Sur-Biz.
Road information and updates can also be found on Caltrans Central Coast District 5 Social Media Platforms: X at @CaltransD5, Facebook at: Caltrans Central Coast (District 5) and Instagram at: Caltrans_D5.