Pismo Beach Named Best Coastal Small Town in America, Businesses Hope to Reap Tourism Benefits

Pismo Beach, California, has recently been recognized as the number one Best Coastal Small Town in America in USA TODAY’s 2025 10 Best Readers’ Choice Awards. This accolade has filled local business owners and city officials with excitement, as they anticipate an increase in tourism that could significantly benefit the community's economy. City Manager Jorge Garcia expressed confidence in the ranking, noting that it validates years of investment in the town’s infrastructure and amenities. The local tourism economy heavily relies on visitors, as highlighted by Denise Holt Wasson, Vice Chair/Vice President of the Pismo Beach Chamber of Commerce. She emphasized the necessity of tourism for the survival and flourishing of local businesses, asserting that without it, many would struggle to thrive. The recognition follows previous notable rankings for Pismo Beach, which placed third in the last poll and second in 2018. This sustained presence on the list underscores the town’s ongoing appeal and growing reputation as a tourist destination. Moreover, Pismo Beach isn't the only winner from San Luis Obispo County, as Morro Bay also made it to the top ten, finishing in fifth place. Jed Bickel, General Manager of the Sea Crest Ocean Front Hotel, remarked on the collaborative efforts of the county's tourism agencies to ensure that cities are well represented in these rankings. This recognition not only celebrates the beauty and spirit of coastal communities as noted by USA Today but serves as a critical reminder of the importance of local tourism economies, particularly in smaller towns heavily reliant on visitor spending. While this news is overwhelmingly positive, it does spur conversation around the long-term sustainability of such tourism-dependent economies. Frequent rankings may bring temporary boosts, but the challenge remains in how these communities can diversify their economic bases beyond tourism, especially in a post-pandemic world. As the town prepares for an influx of visitors, the hopes of local business owners rest on improved public awareness and engagement, signaling an exciting potential chapter for Pismo Beach and its surrounding areas.