Monterey, with its estimated 4 million visitors each year, is one of the nation's premier tourist destinations. With an increased focus on the area's environmental assets and on ecotourism, Monterey's economic growth is expected to continue over the coming years.

- The designation of Monterey Bay as a National Marine Sanctuary ensures its preservation as a natural marine environment, while accommodating new ecotourism, research, and educational opportunities.
- In 1996, an 84,000 square-foot expansion of the Monterey Bay Aquarium was completed, greatly expanding Monterey's ecotourism base.
- The Monterey Conference Center,with 58,000 square feet of meeting space, a 19,600 square foot exhibit hall, and a 494-seat theater, hosts more than 220 events annually.
- Steinbeck Plaza, a new retail shopping facility on Cannery Row, is now complete and features such high quality tenants as the Ghirardelli Chocolate Company, and the Pebble Beach Company. 
- Monterey's Old Fisherman's Wharf, which offers a wide variety of sightseeing, dining, and cultural attractions, is a colorful component of the area's many tourist attractions.
- Monterey is often compared with Williamsburg, Virginia in the number, diversity, and significance of its historic buildings. These are featured in Monterey's "Path of History" walking tour of historic adobes.
- Championship golf courses at Pebble Beach and many other outstanding courses have contributed to the Monterey Peninsula's reputation as one of the world's premier golfing destinations.