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 more than $778 million annually in state and local 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.

• 2018 San Diego County Visitor Industry Summary by Month - through August 2018
• 2017 San Diego County Visitor Industry Summary by Month
• 2016 San Diego County Visitor Industry Summary by Month
• San Diego Visitor Industry Summary (Annual)

Latest information on lodging performance

• San Diego County TOT Collections Trend FY17
• Hotels in development or under construction - Development Report updated October 2018.

Travel Forecast and additional information

• San Diego County Travel Forecast - Updated July 2018
• State of California Industry Research
• U.S. Travel Association Industry Research
• San Diego International Airport Information - 2018 SAN Overview
  View the top 150 domestic markets served, and direct and connecting service to international destinations. For specific flight schedule information, go to www.SAN.org.

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.