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San Diego

Industry Research

Access the latest market intelligence to inform your business planning.

Tourism Industry Facts

  • 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.

Overall Industry Performance

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

Lodging Performance

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 million total visitors in 2017, more than half (18 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 2020.

State and U.S. Research Resources

Email requests or questions regarding any of the research to the Planning and Research Department at research@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

San Diego County Credit Union Holiday Bowl

Dec 27, 2019

Don't miss America's Finest Bowl Experience! This signature San Diego event annually showcases a thrilling game between some of college football’s most competitive conferences, the Big Ten and...

Event

Gray Whale Migration Winter/Spring 2020

Newport Landing Whale Watching
Dec 1, 2019 - ongoing

Over 20,000 gray whales migrate annually from the summer feeding grounds in the Bering Sea, to the winter grounds of the Baja California lagoons, and back again, along the Southern California coast.

Event

San Diego Bay Parade of Lights

Dec 8 - Dec 15, 2019

The San Diego Bay Parade of Lights is a time-honored holiday tradition with more than 80 boats lavishly decorated sailing by the shores for all to see.

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