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San Diego

Industry Research

Find essential information to help you manage your business

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.

Lodging Updates

Travel Forecast and additional information

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.

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Events

Event

Big Bay Boom!

Jul 4, 2019

The Big Bay Boom July 4th Fireworks Show is back, promising another spectacular display over San Diego Bay. Fireworks will be discharged simultaneously from barges placed strategically around the Bay...

Event

Mission Federal ArtWalk

ArtWalk San Diego
Apr 27 - Apr 28, 2019

On April 27-28, 2019, the Mission Federal ArtWalk will celebrate its 35th annual event in the streets of Little Italy. Featuring more than 300 artists filling 17 square blocks of the iconic urban...

Event

La Jolla Half Marathon & Shores 5K

Apr 28, 2019

The La Jolla Half Marathon is one of America's most picturesque and beautiful point-to-point races. Starting at the Del Mar Fairgrounds, the course follows a scenic coastal route before reaching the...

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