CHICO, CA (MPG) - Explore Butte County outlined an ambitious year of marketing, destination development and sports tourism investment in its 2026 Annual Report, submitted to the Butte County Board of Supervisors in December. While the report focuses on planned activities rather than performance metrics, statewide tourism data shows Butte County’s visitor economy has continued to grow.

The Butte County Tourism Business Improvement District, first established in 2015 and renewed in 2020, is a countywide funding district where every hotel, motel and short‑term rental in Biggs, Chico, Gridley, Oroville, Paradise and unincorporated communities collects a tourism assessment that pays for Explore Butte County’s marketing and development programs.

According to the report, the district is designed to provide specific benefits directly to payors by increasing room night sales. The document does not include year‑over‑year comparisons or measurements of marketing effectiveness, but it outlines a full slate of initiatives intended to drive overnight stays.

In 2026, Explore Butte County plans to continue its partnership with Madden Media, entering the third year of a multi‑channel strategy targeting the Sacramento Valley, Bay Area, and Los Angeles. A brand audit is planned to evaluate tone, voice and visual elements. Paid media efforts will expand into new channels, guided by data from Visa Vue, AirDNA and Kalibri to identify markets most likely to travel to Butte County.

According to the report, public relations work will increase through expanded media pitching, monitoring and individual press trips. Sports tourism remains a priority, with efforts to recruit outdoor sporting events and strengthen relationships with event planners. The organization will also attend its first consumer travel show in the Bay Area this winter and continue developing a regional travel trade program with Discover Siskiyou.

Local partnerships will grow through Butte365, including co‑branded campaigns and micro‑influencer collaborations. Resident engagement will continue through the Butte County Mile campaign.

Destination management efforts include supporting regional marketing committees, maintaining Travel Chico under contract with the city and advancing sports tourism infrastructure recommendations from a recent master plan.

The 2026 budget totals $1.51 million, including $1.26 million in TBID assessments. Marketing activities account for $980,000, with additional funding for micro‑zone marketing, administration, collections and destination development. Up to $53,000 in reserves may be used this year to update the Feather River Scenic Byway designation and invest in marketing technologies.

While the annual report does not quantify results, the latest statewide data from Visit California shows visitor spending in Butte County reached $378.7 million in 2024, a 2.3 percent increase from the previous year. Explore Butte County also earned national accreditation through the Destination Marketing Accreditation Program, a designation awarded to organizations that meet industry standards for governance, finance and marketing effectiveness.