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San Diego

Industry Research

Find essential information to help you manage your business

Industry Research

The San Diego visitor industry is the third largest industry in the county, and therefore critical to the region's economy supporting businesses and jobs. This research presented here is intended to help you plan and manage your business. We will update this information periodically so please check back again. 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 over 180,000 San Diegans - 13% of the jobs in the county.
  • Visitors spend nearly $10.4 billion annually at San Diego businesses and produce $267 million in transient occupancy tax revenues. 
  • San Diego hosts more than 34.9 million visitors each year, and is a top U.S. travel destination.
  • The industry generates more than $704.6 million annually in state and local taxes.

For more of the facts about the industry, see General Facts and Fast Facts

View 10 years of San Diego County TOT Collections Trend FY16 for cities in San Diego County.

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 34.9 million total visitors, about half (17.4 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.

Industry Performance

Planning Resources

State and National Travel Research

San Diego Tourism Authority Information

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Book online or call 1-800-350-6205 to speak with a local expert

Events

Event

Macy's Museum Month

San Diego Museum Council
Feb 1 - Feb 28, 2017

Arts, entertainment and culture collide for Macy’s Museum Month in San Diego. This February the San Diego Museum Council and Macy’s have teamed up again for Museum Month, giving patrons a...

Event

Best Coast Beer Fest Presented by Sycuan

Mar 11, 2017

Enjoy more than 200 beers from nearly 100 local breweries, grab a sensible lunch in our food truck alley and listen to the sweet sounds of local bands - all while taking in the gorgeous views of...

Event

San Diego Crew Classic

Apr 1 - Apr 2, 2017

Regarded as the first major regatta of the year, the San Diego Crew Classic brings together thousands of athletes from more than 100 universities, clubs and high school programs from across the United...

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