Huntington Beach, a vibrant coastal destination known for its beautiful scenery and active beach life.
Kelly Miller, the long-serving chief executive of Visit Huntington Beach, has announced her retirement effective October 15, 2025. During her 12-year tenure, Miller played a significant role in enhancing tourism, achieving record visitor numbers, and securing vital funding agreements. Under her leadership, Huntington Beach experienced remarkable growth in hotel occupancy rates and revenue per available room. As VHB prepares for future tourism challenges, Miller leaves a legacy of transformation and growth, setting the stage for continued success in the local tourism sector.
Huntington Beach – Kelly Miller, the long-serving chief executive of Visit Huntington Beach (VHB), has announced her retirement effective October 15, 2025. Miller has been instrumental in VHB’s growth over her 12-year tenure, leading the city to achieve record visitor numbers and performance metrics that have significantly improved the local tourism sector.
Under Miller’s leadership, Huntington Beach reached a remarkable 90.1% hotel occupancy rate in July 2018 and recorded a $349.78 revenue per available room (RevPAR) in July 2023. One of the key factors in this success has been VHB’s initiatives that expanded annual group hotel bookings from approximately 10,000 room nights a year to over 85,000 annually. These accomplishments have positioned Huntington Beach as a competitive player in the crowded Southern California tourism market.
Miller’s efforts have not gone unnoticed, with notable endorsements coming from various board members, including former world champion surfer Peter “PT” Townend. The VHB secured a vital 10-year funding agreement with the city, ensuring stable financial support for their operations. Miller has expressed confidence in the future of VHB, citing a strong team and a clear vision for continued success in the tourism industry.
The landscape of Huntington Beach tourism is poised for additional enhancements as VHB prepares to utilize the funds generated from the Tourism Business Improvement District (TBID) rate increase. In July 2024, the TBID rate rose from 4% to 6%, allowing VHB to receive increased contributions from local hotels. This funding boost enables VHB to enhance marketing efforts without placing any burden on local taxpayers.
Huntington Beach’s tourism industry is forecasting mixed results for 2025, presenting challenges due to factors such as a strong U.S. dollar and changing tariff policies. Nonetheless, the city achieved a record-breaking $580 million in visitor spending in 2024 and entertained 2.34 million non-Orange County visitors—a growth of 4.4% from the prior year. Tourism is a crucial part of Huntington Beach’s economy, accounting for nearly 10% of total employment in the city.
The 2025 official visitor’s guide for Visit California will highlight Huntington Beach and feature actor John Stamos against the backdrop of the iconic Huntington Beach Pier. At a biannual tourism summit held on May 8, 2025, VHB showcased insights from industry leaders, including Tommy Martinez from Tripadvisor and Cindy Decker from Tourism Economics. Discussions included the relevance of Huntington Beach’s position near Disneyland and the upcoming 2028 Los Angeles Olympic Games.
As part of the summit, Hayley Barg, the Culture & Engagement Manager at the Waterfront Beach Resort, received the Surf City USA Industry Leader Award, demonstrating the commitment of local organizations to excellence in service and hospitality within the tourism sector. Additionally, to enhance visibility on a global scale, VHB announced a partnership with JNS Next for advertising efforts aimed at promoting Huntington Beach as a premier travel destination.
In conclusion, as Kelly Miller prepares for her retirement, she leaves behind a legacy of growth and transformation for Visit Huntington Beach. The city is now better prepared for future tourism challenges and opportunities, particularly as local businesses express concerns about competition with neighboring destinations. The recent enhancements in marketing funding are poised to further elevate Huntington Beach’s profile as a beloved coastal getaway.
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