Barstow tourism summit sparks buzz: Is Inland Empire the next big travel destination?
The event was considered by Discover Inland Empire as the only official annual tourism conference and international marketplace dedicated to San Bernardino County and Riverside County.
Over 250 attendees, 30 sponsors and more than 25 speakers attended the May event, which was hosted by Discover Inland Empire. They spotlighted the region's transformation into one of California's most sought-after travel destinations.
'This year's Summit took the form of an energetic 'open house,' uniting elected officials, community leaders, Route 66 champions, travel suppliers, global buyers, and media under one roof,' Discover Inland Empire officials said.
President & CEO of Discover Inland Empire Freddy Bi set the tone with the statement, 'Travelers today either go where everyone goes, or where no one has gone before.'
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Bi added that with more than 60 million people and 19 million vehicles passing through Barstow each year, the upcoming U.S Route 66 Centennial in 2026 presents a once-in-a-generation opportunity to position the Inland Empire and greater Southern California as a leading travel destination.
'This milestone is also a powerful catalyst to boost tourism, uplift small businesses, and fuel sustainable economic growth across the region,' Bi said.
Route 66 or "The Mother Road" was commissioned on November 11, 1926, and stretched nearly 2,448 miles from Chicago to Santa Monica, historians said.
In its heyday, Route 66 was one of the nation's first continuous stretches of paved highway and served as a major path for those who migrated West.
Victorville resident Sylvia Romo, the 2025 Classic California Route 66 Queen, who visited the summit said, 'It was inspiring to see old friends, meet new community partners, and kick off the Route 66 Centennial Celebration with such excitement and unity."
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Barstow Mayor Tim Silva and San Bernardino County Director of Economic Development Derek Armstrong, welcomed participants to the summit.
Visit California's Senior Vice President of Marketing Lynn Carpenter delivered a keynote highlighting statewide tourism trends and the Inland Empire's growing role in California's travel economy.
Thanks to a robust collaboration with Visit California, travel spending in San Bernardino and Riverside counties surged to $16.7 billion in 2024, supporting more than 155,900 regional jobs, Discover Inland Empire officials stated.
General Manager of Yaamava' Resort and Casino at San Manuel Kenji Hall shared the recent reclamation of the ancestral name, Yuhaaviatam of the San Manuel Nation, along with ongoing investments in innovation, recruitment and talent development.
The panel discussion, 'Endless Ways to Experience Route 66 in San Bernardino County' brought together civic leaders from cities and communities spanning Needles to Upland, representing nearly 80% of California's portion of Route 66.
The conversation focused on the revitalization of legendary Old Route 66, a movement being spearheaded by Bi as a member of the California Route 66 Task Force.
Bi and his team are working to preserve the old highway's historic charm while unlocking its potential as a driver of economic development, cultural tourism and community pride, organizers stated.
'Endless Ways to Play in Riverside County' featured leaders from across the county's five districts, which represented sectors like retail, film, workforce development, regional parks, and economic development.
The panel celebrated the power of cross-sector collaboration, showcasing how global travel buyers and media have been successfully drawn to attractions such as The Cheech, Ramona Bowl Amphitheatre, Idyllwild Regional Park, and Desert Hills Premium Outlets through strategic partnerships with Discover Inland Empire.
The summit concluded with the panel, 'SoCal Is Who We Are,' featuring leading executives from Discover Los Angeles, Visit Anaheim, Ontario International Airport and San Bernardino International Airport.
Panelists championed the power of unified branding to elevate Southern California on the global stage, especially in anticipation of key events and projects like the Route 66 Centennial, OCVIBE, DisneylandForward and the 2028 Olympic & Paralympic Games held in Los Angeles.
Attendees also participated in the International Marketplace, where more than 60 global travel professionals and media outlets connected with local destinations and tourism businesses, laying the groundwork for fresh partnerships, international promotion and long-term growth for the Inland Empire.
For more information, visit DiscoverIE.com.
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Daily Press reporter Rene Ray De La Cruz may be reached at RDeLaCruz@VVDailyPress.com. Follow him on X @DP_ReneDeLaCruz
This article originally appeared on Victorville Daily Press: Inland Empire: How Route 66 is shaping California's top travel hub
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