About Destination Irvine

Destination Irvine, the official tourism marketing division at the City of Irvine, is funded through a 2% self-imposed assessment tax called the Hotel Improvement District (HID). Through targeted sales and marketing efforts, Destination Irvine positions the City as a destination for leisure travelers, corporate groups, and sports events. Destination Irvine also conducts familiarization trips for key media and social media influencers and engages in public relations efforts such as television broadcasts, radio, and podcasts.  

Destination Irvine Staff

• Misty Bond, Executive Director
• Dave Lucey, Director of Sales
• Charles Behnke, National Accounts Director
• Ericka Lozada, Sr. Hotel Improvement District Specialist

Destination Irvine Staff are members of the following organizations:

• Meeting Professionals International (MPI)
• Destinations International
• California Travel Association (CalTravel)
• Visit California
• U.S. Travel Association (TIA)
• National Association of Sports Commissioners
• Associations West

DMO Overview

Destination Irvine is the official destination marketing division for the City of Irvine, California. Its primary mission is to promote Irvine as a leading destination for business, meetings, and leisure travel. Destination Irvine is funded through a self-imposed assessment tax via the Irvine Hotel Improvement District (HID). This funding model ensures that tourism promotion and economic development efforts support the local hospitality industry.

Mission and Core Objectives

Destination Irvine’s mission is to partner with the tourism and hospitality industry to brand and promote Irvine as a preferred overnight destination in Southern California for groups, sports events, leisure visitors, and business travelers. Its goals are designed to enhance the economy of the city of Irvine through sustained growth in tourism spending, resulting in an increase in economic impact.

Key objectives include:

• Promoting Irvine as a premier destination: Highlighting the city’s unique offerings, including diverse dining, shopping, golf, and outdoor recreation.
• Assisting with event planning: Providing support for conferences, seminars, trade shows, and other events, including housing, transportation, and registration services.
• Coordinating with local stakeholders: Collaborating with hotels, venues, and other tourism-related businesses to support and bid for conferences and events.
• Providing resources for travel planners: Offering suggested itineraries and accommodations to facilitate group tours.
• Leading tourism industry initiatives: Coordinating marketing activities and providing a unified image for the city’s tourism efforts.

Strategic Marketing and Partnerships

In 2025, Destination Irvine partnered with Noble Studios to enhance its marketing efforts and to position Irvine as a leading destination for leisure, sports, and business travelers. This collaboration focuses on:

Marketing analytics: Understanding visitor behavior and campaign performance.

Brand strategy and development: Creating a distinct brand identity for Irvine.

Digital marketing: Utilizing SEO and paid media to increase visibility.

Content creation: Developing compelling stories to engage potential visitors.

Website design: Building user-centered digital experiences.