Press room

Tourists Rushing Back To Big Sur After Reopening Of Highway 1

Hotels in Big Sur are filling up with tourists and local shops and restaurants have seen a 40% surge in business since the reopening of Highway 1 in mid-January, the State of California announced last week. In February and March of 2026, hotels along California’s Central Coast saw occupancy rates between 80% and 96%. Hotel revenue is on pace for a 108% increase this year. Hotel revenue is also expected to see a 200% increase for the “critical” March through August travel season, compared to last year, state officials say.