May 6, 2026 (Paso Robles, CA) – Travel Paso will host its third annual Tourism Round Up on May 7, 2026, at the Paso Robles Inn Ballroom, convening hospitality and tourism professionals from across the region for a day centered on collaboration, insight, and celebration.
Created for industry professionals, this year’s event will feature a forward-thinking theme This is Paso: Telling the Whole Story with the keynote presentation from Honore Comfort, Wine Institute and Mark Barden, eatbigfish. Drawing from their work with the Share Wine Co-Lab, the session will explore the central message of shifting from promoting amenities to designing emotionally resonant, shareable experiences that influence how people choose, remember, and talk about destinations. By focusing on storytelling, identity, and social currency, businesses can move beyond transactional marketing to create moments that inspire connection and advocacy.
The half-day event at the Paso Robles Inn Ballroom allows industry professionals a day of networking, knowledge-sharing, and recognition of the people and organizations elevating Paso Robles as a sought-after destination. Rounding out the discussion is Aida Mollenkamp, owner of Salt & Wind Travel, who will share why Paso Robles is poised for its breakout moment.
Held in alignment with National Travel and Tourism Week, California Tourism Month and Paso Robles Wine Month, the event honors individuals whose contributions have made a lasting impact on Paso Robles and its visitor economy. Award recipients were selected through a community nomination process and reviewed by a panel of regional tourism leaders. Honors will be presented across four categories: Emerging Hospitality Leader, Tourism Champion, Visitor Experience, and the Distinguished Leader Award, selected by the Travel Paso Board of Directors.
The Travel Paso Board of Directors is proud to announce the 2026 Distinguished Leader Award recipients, including:
-
Norma Jean Della (Posthumous), Fourth-Generation Paso Roblan, Community Builder & Downtown Champion
-
Adam Firestone, Co-Founder, Firestone Walker Brewing Company
-
David Walker, Co-Founder, Firestone Walker Brewing Company
-
Kathy Bonelli, Founder, Paso Robles Vacation Rentals
“These honorees represent the passion, vision, and dedication that continue to define Paso Robles,” said Stacie Jacob, President and CEO of Travel Paso. “Their contributions have left a meaningful imprint on our community, and we are proud to recognize their impact.”
Paso Robles welcomes approximately 2.5 million visitors each year, generating more than $450 million in travel-related spending and supporting over 3,400 hospitality jobs across the region. Tourism remains a cornerstone of the local economy and a key driver of community vitality.
“The strength of our destination lies in the people behind it,” Jacob added. “By celebrating their achievements, we not only honor their work but also inspire continued growth and innovation within our tourism industry.”
The 2026 Tourism Round Up highlights both the progress of Paso Robles as a destination and the individuals who continue to shape its future.
Tickets are $55 per person and available here.
ABOUT Travel Paso
Travel Paso serves as the official destination marketing organization for Paso Robles, California. It guides the region’s tourism efforts by promoting, branding, and positioning Paso Robles as a top destination for visitors, while also supporting the local tourism network and providing valuable industry insights. By leading both promotional initiatives and destination management, Travel Paso showcases the community as a vibrant place to visit, live, and work. Its efforts help boost the local economy, create opportunities for businesses, and improve the overall quality of life for residents through the positive impact of tourism.
Escape to the majestic rolling hills and celebrated wineries of Paso Robles. Located midway between Los Angeles and San Francisco and bordered by coastal Highway 1 and the 101, Paso Robles is California wine country with beach access and Michelin stars. A community of cowboys and innovators, it's where world-class food, wine, and art meet small-town charm. #TravelPaso | travelpaso.com
CONTACT Travel Paso
Stacie Jacob
sjacob@solterrastrategies.com
