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Industry Research

Industry Research

The San Diego visitor industry is the third largest industry in the county, and therefore critical to the region's economy supporting businesses and jobs. This research presented here is intended to help you plan and manage your business. We will update this information periodically so please check back again. Email requests or questions regarding any of the research below to the Planning and Research Department at research@sandiego.org.

Tourism Industry

  • The visitor industry employs directly and indirectly almost 181,000 San Diegans.
  • Visitors spend nearly $9.9 billion annually.
  • San Diego hosts more than 34.3 million visitors each year, and is a top U.S. travel destination.
  • The industry generates more than $704.6 million annually in state and local taxes.

For more of the facts about the industry, see General Facts and Fast Facts

View 10 years of San Diego County TOT Collections Trend FY16 for cities in San Diego County.

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 34.3 million total visitors, about half (17.2 million) stay overnight in a hotel or a private home. The of all overnight visitors, traveling for both leisure and business, is available to the public.

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.

Industry Performance

 

Planning Resources

State and National Travel Research

> Click here for SDTA Financials, Performance and the Annual Report

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Visitor planning guide

For the ultimate guide to planning your San Diego vacation, view and download the San Diego Visitor Planning Guide, packed with useful information that will help you plan the perfect San Diego getaway.

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