In 2025, California tourism boards are being urged to upgrade their websites with interactive design to better connect with Gen Z and millennial travelers. Why? Because nearly half of U.S. leisure travelers now start planning their trips right from their mobile devices.
To stand out, tourism boards need more than just pretty pictures. Today’s travelers want immersive media, dynamic itinerary builders, engaging user-generated content (like photos and reviews), and smooth, easy online booking options.
By using these tools, tourism boards can boost user engagement — meaning travelers stay on the site longer, explore more, and are more likely to book. This shift towards an experiential design approach helps increase itinerary bookings and builds destination loyalty. When visitors have a great online planning experience, they’re more likely to visit again and recommend the destination to others.
For California, this strategy is key to capturing peak-season demand and turning one-time travelers into lifelong fans. Tourism boards that invest in powerful digital experiences will be best positioned to meet the expectations of the modern traveler and keep California a top destination.
