See Monterey has partnered with Brooklyn-based fragrance house D.S. & Durga to introduce a multi-sensory travel itinerary through California’s Big Sur, celebrating the 2026 reopening of Highway 1.

The collaboration coincides with the restoration of uninterrupted access along the iconic coastal highway between Monterey and San Luis Obispo counties for the first time in more than three years, inviting travelers to rediscover one of California’s most scenic road trips.

A Journey Inspired by the Scents of Big Sur

The curated itinerary draws inspiration from D.S. & Durga’s Big Sur After Rain and Big Sur Eucalyptus fragrance collections, translating the scents of eucalyptus forests, coastal rain, ocean spray, and redwood groves into a series of recommended stops along the route.

Developed by D.S. & Durga co-founder and perfumer David Seth Moltz, the itinerary highlights destinations that reflect the natural landscapes and atmosphere that inspired the fragrances.

Highlights Along Highway 1

The self-guided route includes several of Big Sur’s best-known natural attractions and hospitality venues:

• Julia Pfeiffer Burns State Park – Home to the iconic 80-foot McWay Falls, dramatic redwood forests, and popular whale-watching viewpoints.
• Big Sur Lodge – Located within Pfeiffer Big Sur State Park, offering locally sourced dining and views over the Big Sur River.
• Andrew Molera State Park – The largest state park along the Big Sur coast, featuring hiking trails through beaches, meadows, riverbanks, and redwood forests.
• Nepenthe Restaurant – A longtime Big Sur landmark overlooking more than 60 miles of Pacific coastline.
• Deetjen’s Big Sur Inn – A historic 1930s inn known for its intimate accommodations, fireplaces, and award-winning restaurant.

Celebrating the Return of Highway 1

The launch marks the reopening of one of California’s most famous scenic drives after years of disruption caused by road closures.

With Highway 1 once again fully connecting Monterey and San Luis Obispo counties, travelers can experience uninterrupted access to Big Sur’s rugged coastline, state parks, forests, and hospitality destinations.

Promoting Responsible Tourism

See Monterey says the partnership also encourages responsible travel across Monterey County’s more than two million acres of diverse natural landscapes through its The Right Path visitor initiative.

The campaign promotes environmentally conscious travel while encouraging visitors to explore the region’s coastal scenery, outdoor recreation, culinary experiences, and accommodations at a slower pace.

Fragrance Meets Destination Marketing

The collaboration represents an emerging trend in experiential tourism, using scent as a way to deepen travelers’ connection with a destination.

D.S. & Durga’s Big Sur collection includes candles, hand soap, hand lotion, car fragrances, and travel-size eau de parfum inspired by the aromas of eucalyptus, magnolia, wet wood, coastal rain, and Pacific sea spray, allowing visitors to recreate elements of the Big Sur experience long after returning home.