Life in SLO-Mo: SLO CAL Building a Destination That’s Beautifully Unhurried

As tourism continues to evolve on California’s Central Coast, or SLO CAL, Cathy Cartier, President & CEO of Visit SLO CAL, is at the forefront, crafting a vision that sets San Luis Obispo County apart. With her extensive background in destination branding and a passion for making places memorable, Cathy leads SLO CAL’s branding and outreach efforts, giving the county a distinct identity that celebrates its beauty, culture, and relaxed pace. She was Up+Adam this week to chat all about it.

One of Cathy’s main goals? Making “SLO CAL” a household name that truly resonates with visitors and locals alike. With the tagline, “Life’s too beautiful to rush,” she and her team aim to capture the spirit of a place where people can slow down, enjoy the scenery, and connect. As Cathy shared, “We move at a different pace than everybody else,” a sentiment that resonates in every aspect of her work. “No one’s rushing around,” she added, reflecting the ease and friendliness that SLO CAL offers visitors.

Balancing tourism growth with community needs is crucial to Cathy’s approach. Tourism is a powerful economic driver here, with the region bringing in an impressive $2.3 billion last year alone. But it’s more than just numbers—there’s a delicate balance to be struck with the local community. “Part of our charter really is to balance visitation and bringing tourism here with resident quality of life,” Cathy explained. She and her team take care to ensure that tourism dollars are spread thoughtfully, “spreading the love” by guiding visitors toward lesser-known spots and distributing the benefits throughout the county.

SLO CAL’s strategy also emphasizes a sense of collaboration across the entire Central Coast. Cathy spoke about the unique ways SLO CAL works with local communities to preserve and promote the area’s beauty, saying, “When we put us all together, we’re a really strong force and can punch above our weight” by showcasing the diversity of offerings—from wineries and beaches to vibrant downtowns and open spaces.

To hear Cathy’s full interview on Up+Adam, where she dives deeper into her vision for SLO CAL, [pick your podcast player or listen to the episode here].

As SLO CAL becomes a go-to destination, Cathy and her team are paving the way for a balanced future—one that honors the area’s natural beauty and fosters economic growth, all while preserving the unique character that makes San Luis Obispo County so special.

Learn more and check out Visit SLO CAL HERE