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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 plan and manage your business. 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 $10.8 billion annually.
  • San Diego hosts more than 35 million visitors each year, and is a top U.S. travel destination.
  • The industry generates $895 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 performance, including visitors, spending, attraction attendance, air arrivals, hotel performance and other key industry metrics.

Latest information on lodging performance

Travel Forecast and additional information

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, more than half (17.6 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. 

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Events

Event

Macy's Museum Month

San Diego Museum Council
Feb 1 - Feb 28, 2019

Macy’s Museum Month ended February 28, 2018, but don’t fret, the program will return next February. During the promotion, San Diegans and tourists are invited to enjoy half-off admission...

Event

San Diego International Auto Show

Dec 27 - Dec 30, 2018

Where the cars are the stars! The San Diego International Auto Show features the widest variety of new vehicles under one roof.

Event

San Diego County Credit Union Holiday Bowl

Dec 31, 2018

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...

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