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CALTRAVEL / MEMBER SPOTLIGHT / JUNE 2025
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An Interview with Paige Viren, Executive Director of CSU Monterey Bay's Sustainable Hospitality & Tourism Management Program
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BY SHANNON BROOKS, PRINCIPAL AT FORWØRD
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Paige P. Viren, Ph.D., blends academic insight with real-world impact as the Executive Director of the Sustainable Hospitality & Tourism Management Program at California State University, Monterey Bay. A passionate advocate for student opportunity, she serves on CalTravel’s Scholarship Committee and has forged strong partnerships with industry leaders and CalTravel members to give students early, hands-on exposure to the tourism world. Be it teaming up with the California Outdoor Hospitality Association to bring 30 students to the Campground Solutions Summit or showing students advocacy in action at CalTravel's Tourism Advocacy Day, Paige is working to ensure students have a seat at the table.
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Before she found her true calling in academia, Paige’s professional journey started as a travel agent and adventure travel guru. “When I left my job at the travel agency and became a professor and a researcher, my mission became to educate and inspire communities and students about how tourism can generate jobs and revenue while preserving what makes a destination special, including its culture, history, environment, and people,” she shared.
Paige has been involved in CalTravel since 2020, serving on the Sustainability & Stewardship Committee, which she would go on to chair in 2022, in addition to becoming at At-Large Board Director. “My work with CalTravel has been one of the most meaningful parts of my professional journey,” she said. “The organization’s commitment to sustainability, workforce development, and industry collaboration aligns perfectly with my values and the mission of our program at Cal State Monterey Bay.”
Read on to discover how Paige’s deep-rooted passion for travel and education is shaping the future of California’s tourism industry—one student at a time.
What inspired you to develop an expertise in sustainable tourism?
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Before I became a professor, I worked for 13 years as a travel agent, specializing in adventure travel. I’ve always been drawn to this kind of travel not just because of the activities, but because adventure travel is about immersive experiences. It is about connecting with the food, music, people, and natural landscapes of the places I visited. That deep connection to place is where I found real meaning in travel.
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When I went back to school to complete my degree, I discovered there was an entire body of research on sense of place, and it immediately resonated. I realized that the emotional bonds we form with places are not just personally meaningful; they are also powerful drivers of stewardship. When people care deeply about a place, they are more likely to protect it.
This realization was pivotal for me. I began to see tourism not just as a product to sell, but as a tool to inspire. Sustainable tourism, at its best, builds local pride, stimulates the economy, and safeguards the essence of place. That is what inspired my journey into this field. I want to help shape tourism that does not just take from places, but gives back in meaningful, lasting ways.
Why is sustainability so critical to California’s tourism industry?
Sustainability is essential to California’s future across environmental, economic, and social dimensions. At Outlook Forum in Los Angeles earlier this year, Caroline Beteta emphasized the importance of embedding sustainability into every facet of California’s tourism strategy. Her message reinforced the work I do both as an educator preparing the next generation of hospitality leaders and as Chair of the CalTravel’s Sustainability & Stewardship Committee.
I am proud to live in a state that leads with purpose and innovation in building a more sustainable future. Monterey has long been at the forefront of this effort. Our coastal location makes living in balance with the natural environment not only a necessity but a defining element of our tourism ecosystem.
What was brought you to CSU Monterey Bay?
My academic career began at East Carolina University in Greenville, North Carolina, where I was part of the Recreation and Park Management program. There, I taught courses and conducted research focused on sustainable tourism and community-based tourism development. For a decade, I engaged in community-based research that actively involved both students and local stakeholders, combining teaching, research, and service in meaningful ways. Working alongside rural communities, we explored how tourism could be leveraged as a tool for economic development and cultural preservation. This collaborative, hands-on approach was deeply rewarding and foundational to my belief in tourism as a catalyst for positive, place-based change.
After that, I packed up a U-Haul and drove across the Golden Gate Bridge to take a faculty position at San Francisco State University in the Recreation, Parks & Tourism program. I was there for three years when I saw the position of Executive Director for the Sustainable Hospitality Management program at California State University, Monterey Bay posted on a listserv. The position caught my attention because of the fact that “sustainability” was in the name. The program was in a College of Business which aligned perfectly with my interest in the intersection of conservation and commerce.
After 13 years in faculty, I made the leap into administration. This July, I’ll celebrate four years as the Executive Director of the Sustainable Hospitality & Tourism Management Program at Cal State Monterey Bay.
What has been the most rewarding part of bringing the next generation of hospitality professionals into the fold of your work with CalTravel?
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One of the most rewarding parts of my work with CalTravel has been creating opportunities for students to engage directly with industry professionals.
Last year, we brought students to the CalTravel Summit, and it was incredibly inspiring to watch how the industry welcomed them with open arms. At the Emerging Leaders Mixer, I saw firsthand how professionals offered to mentor and support our students, not just in words but through real action. Several CalTravel members even provided financial support to help students participate, which was both generous and deeply impactful.
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What excites me most is seeing a growing emphasis on including students in industry events. These students are our future leaders and giving them access to professional spaces is critical for their development. Watching students learn, build confidence, make connections, and expand their horizons has been one of the most fulfilling parts of my career.
What advice do you have to offer California travel industry leaders hoping to attract young, fresh talent to their teams?
My advice is to be intentional about creating opportunities for engagement, mentorship, and meaningful connection. Today’s students are looking for more than just a job. They want to be part of something that aligns with their values, contributes to a greater purpose, and offers room to grow both professionally and personally.
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Start by showing up. Invite students to your events, offer to speak in classrooms, and create internship and job shadowing opportunities that provide real-world experience. I have seen firsthand how transformative it can be when students are welcomed into industry spaces. When leaders take the time to mentor, guide, and invest in young talent, it sends a powerful message that they are valued.
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Also, make sure your company’s mission and culture reflect the issues that matter to this next generation. Topics like sustainability, diversity, equity, and community impact are high priorities. Young professionals are drawn to organizations that stand for something and are making a difference.
Lastly, do not underestimate the power of partnership. Collaborating with universities, community colleges, and student organizations can build strong pipelines of talent while also helping shape a workforce that reflects the future of travel in California. This generation is passionate, driven, and eager to contribute. All they need is an open door and someone willing to invite them in.
Where do you like to adventure and vacation in California?
I truly believe that adventure can happen anywhere, whether it is in your own backyard or across the globe. Because of my career in the tourism industry, I have had the privilege of traveling to every continent except Antarctica, which is definitely still on my bucket list. That said, some of my most meaningful adventures have happened right here in California.
I love exploring the hidden corners of the state, especially those places that tell a unique story or offer something unexpected. Atlas Obscura is one of my favorite resources for finding those one-of-a-kind experiences that make travel feel personal and authentic. Whether I am hiking along the Big Sur coast, kayaking in Elkhorn Slough, wandering through small towns in wine country, or discovering a local gem off the main road, I am always seeking ways to connect with the land, the people, and the culture of a place.
Can you share something about yourself that might surprise people?
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I suffer from a chronic case of FOMO, the fear of missing out! I tend to say yes to everything, especially if it involves a new experience or adventure. That mindset has led me to some incredible opportunities, both professionally and personally. I absolutely love trying new things, even if they push me out of my comfort zone. I am afraid of heights, but I once jumped out of a plane just to prove to myself that I could. It turns out my fear of missing out was stronger than my fear of falling.
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By Shannon Brooks, Principal at FORWØRD, a consulting company founded in 2015 to help brands, organizations, destinations, agencies, and individuals tell their stories and communicate with authenticity, sincerity, and personality.
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Learn How to Create High-Impact Partnerships with Academic Programs
Join us virtually next Tuesday as we explore how industry organizations can work with academic programs to inspire and prepare the next generation of tourism leaders. CSU Monterey Bay's Paige Viren, PhD. and California Outdoor Hospitality Association's CEO Dyana Kelley will provide a case study of how participation in CalTravel events can spark innovative collaborations, and offer practical guidance on how to build partnerships with academic institutions that foster talent development, mentorship, and leadership growth.
If you have already subscribed to the California Connections Series, then this webinar should already be on your calendar. If you would like to be added to the webinar, please reach out to gabriella@caltravel.org.
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