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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 - Pre-COVID

  • 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 $848 million annually in state and local transient occupancy, sales, and property taxes.

For more of the facts about the industry, see General Facts.

Visitor 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 2023.

State and U.S. Research Resources

Citywide

 

Email requests or questions regarding any of the research to the Planning and Research Department; Niki McDonald at nmcdonald@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

Bike the Bay

Aug 28, 2022

Bike the Bay is back in person on Sunday, August 28, 2022! Ride from the comfort of your own saddle, at your own pace, on your own time. Proceeds from the Bike the Bay ride will benefit the San Diego...

Event

Nissan Super Girl Surf Pro

Sep 16 - Sep 18, 2022

The world’s top professional female surfers will be back in Oceanside for the 15th annual Nissan Super Girl Surf Pro, a 3 day event from September 16 – 18, 2022. The weekend will be...

Event

San Diego Bayfair

Sep 16 - Sep 18, 2022

San Diego Bayfair's World Series of Powerboat Racing - a family festival tradition for more than 40 years speeds to the finish line.

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