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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.

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; 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

2021 Breeders' Cup World Championships

Nov 5 - Nov 6, 2021

Following its overwhelmingly successful San Diego-area debut in 2017, the Breeders’ Cup World Championships return to Del Mar, one of the world’s most iconic racing venues - Where the...

Event

San Diego Bay Wine & Food Festival

Nov 11 - Nov 14, 2021

Welcome to the San Diego Bay Wine + Food Festival, where sailboats and sandy beaches serve as the backdrop to one of the country’s most talked about weeks in food. Featuring dozens of events, hundreds...

Event

Taste of December Nights

Balboa Park
Dec 3 - Dec 5, 2021

For more than 40 years, the San Diego community has welcomed in the holiday season by celebrating the annual December Nights in Balboa Park. Due to the potential uncertainty of public health...

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