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San Diego

Industry Research

Access the latest market intelligence to inform your business planning.

Lodging Performance

Latest Weekly Hotel Performance (STR)

Latest Monthly Hotel Performance (STR)

Hotel Development

TOT Collection

Tourism Industry Facts

  • The visitor industry directly and indirectly employs 199,800 San Diegans.
  • Visitors spend nearly $11.6 billion annually.
  • San Diego hosts nearly 35.1 million visitors each year, and is a top U.S. travel destination.
  • The industry generates $855 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.

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 35.1 million total visitors to San Diego County in 2019, roughly half (17.9 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 2022.

State and U.S. Research Resources

Citywide

 

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

2021 U.S. Open Championship

Jun 14 - Jun 20, 2021

The 2021 U.S. Open marks the third USGA championship for the South Course and the second time it will play host to the national championship.

Event

The Flower Fields

The Flower Fields of Carlsbad California
Mar 15 - May 9, 2021

For more than sixty years, Mother Nature has transformed the rolling hills of North San Diego County into one of the most spectacular and coordinated displays of natural color and beauty anywhere in...

Event

Del Mar Racing Season

Del Mar Thoroughbred Club
Jul 16 - Sep 6, 2021

San Diego horse racing takes place where the "turf meets the surf" at the Del Mar Racetrack. Fans flock to the track each summer to wager on their favorite horses during the popular, annual Del...

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