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San Diego

Industry Research

Access the latest market intelligence to inform your business planning.

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.

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 analyst of the Planning and Research Department, Niki McDonald at nmcdonald@sandiego.org

Citywide

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

Port of San Diego's Day at the Docks

Apr 19, 2020

This is the 41st year the San Diego Sportfishing Council has sponsored its special showcase of San Diego sportfishing. We hope you'll take this opportunity to join us and discover a bit more of what...

Event

La Jolla Half Marathon & Shores 5K

Apr 26, 2020

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...

Event

Gator By The Bay-Zydeco, Blues & Crawfish Festival

Bon Temps Social Club of San Diego
May 7 - May 10, 2020

Largest, authentic Louisiana-themed festival this side of the bayou. Features 4 days of live music - more than 100 performances on 7 stages, dancing, delicious Southern food - including beignets,...

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