Industry Research

Tourism is the second largest export industry in San Diego and accounts for one-in-eight local jobs. It is vitally important to the economic health of our region. This research presented here is intended to help you understand the tourism industry and its impact on the region. Information on this page is updated regularly as the latest data becomes available.

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 194,000 San Diegans.
• Visitors spend nearly $11.5 billion annually.
• San Diego hosts nearly 35.8 million visitors each year, and is a top U.S. travel destination.
• The industry generates $940 million annually in state and local transient occupancy, sales, and property taxes.

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

Industry Performance

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

• 2019 San Diego County Visitor Industry Summary by Month - February 2019
• 2018 San Diego County Visitor Industry Summary by Month
• 2017 San Diego County Visitor Industry Summary by Month
• San Diego Visitor Industry Summary (Annual)
• Latest International Visitation data

Lodging Updates

• San Diego County TOT Collections Trend
• Development Report - Hotels in development or under construction - updated April 2019.

Travel Forecast and additional information

• San Diego County Travel Forecast - Updated December 2018
• State of California Industry Research
• U.S. Travel Association Industry Research
• San Diego International Airport Information - 2018 SAN Overview
  View the top 150 domestic markets served, and direct and connecting service to international destinations. For specific flight schedule information, go to www.SAN.org.

Visitor Profile (Latest Study - 2017)

The San Diego Visitor Profile Study is conducted every other year to track the characteristics of the market and the traveler. Of the 35 million total visitors, more than half (18 million) stay overnight in a hotel, a private home, or other accommodations. The summary profile of all overnight visitors, traveling for both leisure and business, from the latest 2017 study is available to the public here.

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 2020.