Why are Carmel and Monterey one of the best twin holiday destinations in California? The former is a natural beauty, boasting quaint storybook architecture, art galleries, boutique shops and wine-tasting rooms. The latter, once the beast-like hub of the sardine canning industry, now encapsulates gentrification done right, without sacrificing the Californian passion for sea creatures.
The region is a scenic and convenient two-hour drive from San Francisco, alternatively, Monterey Regional Airport is well-connected to all the major aviation hubs in the States. Here’s why your clients should fall in love with it.
1. The Hollywood connections
Your clients will appreciate the celebrity seal of approval. Clint Eastwood was the mayor of Carmel in the 1980s, whilst Brad Pitt reportedly resides in a $40 million home in Carmel Highlands. Nicole Kidman and Reese Witherspoon have been spotted around the county, especially with Little Big Lies season 3 rumoured to be in development. The literary giant John Steinbeck is famously from the region, and Netflix has commissioned a new adaptation of his book, East of Eden, set to premiere in early 2026.
2. Fantastic beasts
Forget about the Hollywood film series, and instead observe majestic creatures such as humpbacks and killer whales in Monterey Bay. The Monterey Submarine Canyon funnels nutrient-rich cold water from the bottom of the Pacific to the surface of the bay, where fish, sea turtles, seabirds and marine mammals congregate to feed. The area is a National Marine Sanctuary, which helps to protect sea life. Your clients are almost guaranteed to spot whales with Princess Monterey Whale Watch or sea otters, sea lions, and shorebirds with Monterey Bay Kayaks.
3. Tinned fish on the frontlines
For clients who love history, Monterey was once the sardine capital of the world. The tons of tins of sardines sent to the front lines have been credited as a contributing factor for the Allies’ victory over Nazi Germany. The history of these sardine factories can still be discovered at the likes of the Monterey Bay Aquarium, and many former factories have since been converted into restaurants, boutique shops and hotel.
4. A window into marine life
Although the Aquarium was founded in 1984, it has evolved into one of the most progressive in the world, with its high standards influencing leading aquariums worldwide. Its interactive live feeding captivates audiences with simmering schools of sardines or lightning-fast tuna. For those craving something fluffier, the aquarium plays a crucial role in rescuing and rehabilitating orphaned and injured sea otters, helping to boost the local otter population and seeking to reintroduce them back into the wild.
5. Sustainable seafood
The aquarium pioneered its groundbreaking seafood watch programme back in 1999. It promotes sustainable fishing and helps both consumers and businesses to make informed choices. Now the gold standard, this initiative is followed by top restaurants worldwide to help assess their sustainability and guide consumer behaviour. Seafood isn’t inexhaustible, so they’ve invented an easy-to-follow, colour-coded green, yellow, and red ratings system. For example, farmed oysters would be green as a best choice option, whilst bluefin tuna would be in the “avoid” red column.
6. Michelin-quality dining
Your seafood-loving clients will be overjoyed by the county’s culinary offerings. Numerous restaurants make it onto the Michelin Guide, such as Stokes Adobe in Monterey. The meticulously restored adobe home is worth a visit for its history alone, as well as the ghost stories connected with the former owner. Their yellowtail crudo and seared Hokkaido scallops feature a citrusy twist and pair wonderfully with a Monterey Pinot Noir Rosé.
One restaurant surely destined for Michelin glory is the newly opened Foray in Carmel. Focused on foraging and Central Coast ingredients, they even have a truffle dog named Falco. Order the Monterey Bay red abalone risotto, which is a delicacy rarely seen outside of Chinese restaurants, sourced from an in-ocean abalone farm in Monterey.
7. Sip and savour
The tasting rooms in Carmel elevate wine tasting to a cultural art form. At establishments like Caraccioli Cellars and Talbott Vineyards you sip the wine, you chat with the winemakers and knowledgeable staff members, and you appreciate the passion that has gone into the local viniculture. Caraccioli Cellars is known for raising the bar for American sparkling wine using traditional production methods. Talbott Vineyards offers exceptional estate-grown Chardonnay and Pinot Noir, inspired by the traditions of Burgundy.
8. California dreamin’
Finally, your clients will want to know they can experience the Californian beach house lifestyle—just like Nicole Kidman’s character in Little Big Lies (it was a $6 million rental house in Carmel). You can get a taste of that lifestyle with the newly opened Carmel Beach Hotel, located just 100 steps from the fine white sands of Carmel Beach. In Monterey, you can be at the heart of the action with Monterey Plaza Hotel & Spa, located on Cannery Row, where those historic sardine factories once stood.
Book it: North American Travel Service offers six nights in Monterey County including three nights at the Monterey Plaza Hotel & Spa in an Island View Room and three nights at the Carmel Beach Hotel in a Standard King Room, return Virgin Atlantic flights from Heathrow to San Francisco, and car rental with Hertz, from £1,785pp, based on two sharing for travel in November 2025; northamericatravelservice.co.uk; travel.agents@nats-uk.com; seemonterey.com
