Riverside on the Map: A Standout Presence at Discover IE Annual Summit
The Discover IE 2025 Summit, held this year in Barstow, brought together tourism leaders and stakeholders from across the Inland Empire to discuss the latest developments in the tourism industry and focus on ways to innovate, collaborate, and grow regional visitation. Among the participants, Visit Riverside was hard to miss, thanks to its vibrant booth and bold, colorful branding that caught every representative’s attention.
The summit was officially opened by Discover IE CEO Freddy Bi, followed by keynote speaker Lynn Carpenter, Senior Vice President of Marketing at Visit California. Both highlighted the crucial role of cohesive marketing efforts in showcasing the richness and diversity of the Inland Empire’s tourism offerings.
Riverside’s voice was represented on stage during the panel titled “Endless Ways to Play in Riverside County,” where Matt Beurois, Deputy Director of Marketing and Communications and lead for Visit Riverside, joined fellow regional leaders in a lively discussion. Key topics included fostering collaboration on Familiarization (FAM) tours that transcend city limits, and innovative strategies to intertwine tourism with economic development, leveraging the city’s parks assets and film offices network to create community impact and attract visitors.
Since its announcement at the 2024 Summit, Visit Riverside has gained substantial momentum. The initiative has not only built a strong and recognizable brand but has also garnered millions of views on Instagram, signaling a growing interest in Riverside’s unique offerings at the core of the Inland Empire. In 2025, Visit Riverside plays an active role in amplifying the Year of Arts and Culture, spotlighting the city’s creative spirit, cultural vibrancy, and dynamism.
As the summit concluded, one thing was clear: Riverside is on the map—ready to expand its reach, multiply its initiatives, and collaborate with every tourism stakeholder to better serve both out of town visitors and local residents.
