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San Diego

Industry Research

Access the latest market intelligence to inform your business planning.

Lodging Performance

Latest Weekly Hotel Performance (STR)

Latest Monthly Hotel Performance (STR)

Hotel Development

TOT Collection

Tourism Industry Facts - Pre-COVID

  • The visitor industry directly and indirectly employs 199,800 San Diegans.
  • Visitors spend nearly $11.6 billion annually.
  • San Diego hosts nearly 35.1 million visitors each year, and is a top U.S. travel destination.
  • The industry generates $848 million annually in state and local transient occupancy, sales, and property taxes.

For more of the facts about the industry, see General Facts.

Visitor Industry Performance

An overview of industry volume and performance, including visitors, attraction attendance, air arrivals, hotel performance and other key industry metrics 

Travel Industry Forecast

Visitor Profile

The San Diego Visitor Profile Study is conducted every other year to track the characteristics of the market and the traveler. Of the 35.1 million total visitors to San Diego County in 2019, roughly half (17.9 million) stayed overnight in a hotel, a private home, or other accommodations. It is possible to purchase further detail from the study to support your marketing efforts given that the study sample is large enough for your needs and the questions are relevant. The next update to the profile will be available summer 2023.

State and U.S. Research Resources

Citywide

 

Email requests or questions regarding any of the research to the Planning and Research Department; Niki McDonald at nmcdonald@sandiego.org

Tourism Matters San Diego

The tourism industry benefits San Diego is so many ways— thousands of jobs, billions in economic activity for businesses and millions in hotel taxes that allow the City to keep our communities safe, clean and a great place to live too. That’s why the San Diego Tourism Marketing District’s work in funding tourism promotion is so important. Watch now and find out more about the SDTMD and why Travel Matters to San Diego.

Events

Event

Museum Month

San Diego Museum Council
Feb 1 - Feb 28, 2023

February remains the perfect month to discover (or re-discover) the story of San Diego during Museum Month with 50% off admission to more than 60 San Diego County museums, historic sites,...

Event

Seltzerland - A Hard Seltzer Tasting Festival

Feb 25, 2023

On Sat. February 25, Seltzerland will be turning Broadway Pier in downtown San Diego into a hard seltzer paradise. Guests will be able to enjoy this one-of-a-kind experience tasting 100+ unique hard...

Event

20th Annual Celebrate the Craft

The Lodge at Torrey Pines
Apr 16, 2023

Join us for The Lodge at Torrey Pines’ 20th annual Celebrate the Craft. Set on The Lodge's outdoor terrace overlooking the Torrey Pines Golf Course, the premier culinary festival showcases...

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