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San Diego

Industry Research

Find essential information to help you manage your business

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 184,000 San Diegans - 13% of the jobs in the county.
  • Visitors spend nearly $10.4 billion annually at San Diego businesses and produce $267 million in transient occupancy tax revenues. 
  • San Diego hosts more than 34.9 million visitors each year, and is a top U.S. travel destination.
  • The industry generates more than $743 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 FY17 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 34.9 million total visitors, about half (17.4 million) stay overnight in a hotel, a private home, or other. The details of all overnight visitors, traveling for both leisure and business, 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.

Industry Performance

Planning Resources

State and National Travel Research

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Events

Event

San Diego Restaurant Week

California Restaurant Association San Diego County
Jan 21 - Jan 28, 2018

The 14th Annual San Diego Restaurant Week returns Sunday, January 21st through Sunday, January 28th with a FEAST for the senses at over 180 participating restaurants. Dine deliciously...

Event

2017 Breeders' Cup World Championships

Nov 3 - Nov 4, 2017

The Breeders' Cup ® makes its debut at another iconic racing venue for the first time: Del Mar, where the turf meets the surf Southern California style. With San Diego’s vibrant...

Event

Balboa Park December Nights

Balboa Park
Dec 1 - Dec 2, 2017

Balboa Park December Nights brings families and friends together to spread holiday joy and kick-off the "most wonderful time of the year" with lights and more!

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