Visit Huntington Beach CEO Kelly Miller Announces Retirement

Huntington Beach, a hub of tourism and community engagement.

News Summary

Kelly Miller, the CEO of Visit Huntington Beach, has announced her retirement effective October 15, 2025, after 12 years of impactful leadership. Under her tenure, VHB has achieved significant milestones, including record hotel occupancy rates and substantial growth in group bookings. Miller’s efforts have also enhanced collaboration among local businesses and strengthened tourism funding, making Huntington Beach a vital economic hub. As the city continues to adapt to changing travel trends, Miller leaves behind a legacy of resilience and innovation in the local tourism sector.

Huntington Beach – Kelly Miller, the chief executive of Visit Huntington Beach (VHB), has announced her retirement scheduled for October 15, 2025. After leading the organization for 12 years, Miller has played a pivotal role in driving tourism and hospitality growth in Huntington Beach, achieving record visitation metrics along the way.

During Miller’s tenure, VHB reached a remarkable 90.1% occupancy rate for hotels in July 2018 and recorded a $349.78 revenue per available room (RevPAR) in July 2023. Annual group hotel bookings witnessed substantial growth, jumping from around 10,000 room nights per year to over 85,000. Her leadership has been instrumental in securing a crucial 10-year funding agreement with the city, enhancing the collaboration among local hotels, restaurants, and visitor sites.

The tourism and hospitality industry in Huntington Beach is vital to the local economy, accounting for nearly 10% of total employment. In 2024, the city generated a record $580 million in visitor spending, marked by a 4.4% increase in non-Orange County visitors. While the expected visitor count for California is projected at 267.8 million in 2025—a 0.7% decrease—domestic travel continues to account for 83% of visitor spending across the state.

High interest in coastal destinations remains strong, particularly among younger generations, as highlighted in the Tripadvisor Travel through Life report. This trend aligns with ongoing initiatives to encourage tourism, including recent upgrades to the Tourism Business Improvement District rate, which rose from 4% to 6% in July.

To further enhance visitor experiences, VHB has launched a new shuttle service that operates on weekends through September 20. The pilot program features a five-stop route, aiming to connect tourists with key dining and shopping destinations, including Bella Terra and Peter’s Landing. This initiative, funded by the Tourism Business Improvement District Fund, has already seen approximately 100 passengers utilize the service during its opening weekend.

Miller has also been actively engaging with local leaders and organizations to boost Huntington Beach’s profile, including discussions with Karch Kiraly, the U.S. men’s volleyball national team coach, regarding the 2028 Los Angeles Olympics. Moreover, Visit California’s official visitor’s guide for 2025 prominently features actor John Stamos, showcasing Huntington Beach Pier and raising the city’s profile as a tourism hotspot.

The city recently hosted its biannual tourism summit on May 8, where industry leaders, including Caroline Beteta, president of Visit California, emphasized the vital need for sustained funding to bolster grassroots tourism efforts. As international tourism is expected to face challenges such as a strong U.S. dollar and new tariff policies, Miller expressed confidence that VHB is well-positioned for the future with a strong team and a compelling vision in place.

The Surf City USA Industry Leader Award was presented to Hayley Barg of the Waterfront Beach Resort, recognizing contributions to the local tourism sector. These accolades, alongside Miller’s longstanding commitment to the community and tourism, reflect the importance of collaborative efforts to sustain and grow Huntington Beach’s vibrant tourism economy.