San Diego Tourism Fast Facts | 2026
About San Diego Tourism Authority
| Vision | Mission |
|---|---|
| Leading San Diego to become the bost desirable destination | To drive visitor demand to economically benefit the San Diego Region. |
Our Commitment to "Tourism for All"
In San Diego, we believe tourism is for all. The San Diego Tourism Authority is committed to creating an inclusive workplace and destination where everyone is welcome, valued, and empowered to thrive.
The Organization
The San Diego Tourism Authority (SDTA) is the sales and marketing engine for San Diego’s tourism industry. Our program of work is built to stimulate in bound travel and demand for San Diego.
Incorporated in 1954, SDTA is a private not-for-profit 501C6 corporation that is governed by a 19-member board of directors comprised of industry and non-industry representatives. Recognized as one of the nation’s leading Destination Marketing Organizations, the SDTA has received numerous industry awards and is accredited through Destination Management Association International.
The San Diego Brand
San Diego shines with a kind of natural optimism you just don’t find anywhere else.
Year-round sunshine, a healthy, outdoor lifestyle, and a laid-back, come-as-you-are attitude come together to create something lighter, happier, and effortlessly uplifting. Even in times that feel anxious or pessimistic, this place refuses to dim. It keeps beaming bright and inspires everyone around it to do the same.
| The Climate + | The People + | The Place = | A Sunny Outlook |
|---|---|---|---|
| year round sunny weather that fuels a unique outdoor lifestyle | laid back, friendly and welcoming | dynamic city experiences with a beachtown vibe | San Diego is a place filled with optimism and positivity that inspired people to be their best self |
San Diego Brand Pillars
| Family |
| Outdoor Recreation |
| Culinary |
| Arts & History |
| Sports & Entertainment |
Why Travel Matters
Tourism builds and sustains communities, and plays a vital role in San Diego’s regional economy, with its impact felt in fueling transportation networks and cultivating a reputation as a premier destination.
Tourism Authority Programs Deliver Return on Investment
With an operating budget of $54.5 million, SDTA sales and marketing programs generated 6.5 million room nights for the San Diego region in FY25.*
Return on Investment*
$28 to 1
*Based on lodging revenue generated for the City of San Diego Tourism Marketing District (FY2025).
Total Impact in 2025
$20 Billion
Visitor Spending in 2025
$14.4 Billion
County of San Diego Tax Revenue in 2025
$1+ Billion
Second Largest Industry in San Diego
1-in-8 Jobs
San Diego Tourism Industry by the Numbers
| CY 2024 | CY 2025 | |
|---|---|---|
| Total Visitors | 32.5 Million | 32.4 Million |
| Total Overnight Visitors | 18.0 Million | 17.8 Million |
| Hotel or Motel | 10.0 Million | 10.0 Million |
| Private Home Guests | 6.7 Million | 6.5 Million |
| Camp / RV / Other | 1.2 Million | 1.2 Million |
| Total Day Visitors | 14.5 Million | 14.6 Million |
| Day Visitors (Excl. Mexico) | 10.7 Million | 10.8 Million |
| Mexican Day Visitors | 3.8 Million | 3.8 Million |
| Total Direct Visitor Spending | $14.8 Billion | $14.4 Billion |
| Hotel Room Nights Available | 23.6 Million | 24.1 Million |
| Hotel Nights Sold | 17.5 Million | 17.4 Million |
| Average Daily Occupancy | 74.2% | 72.2% |
| Average Daily Rate | $212 | $213 |
| San Diego County Total TOT | (FY24) $418 Million | (FY25) $425 Million* |
| City of San Diego TOT | (FY24) $310 Million | (FY25) $326.3 Million |
Visitor Purpose - Typically 81% Transient, 13% Business, 6% Other (all visitors)
*Estimated
- Number of Businesses - 9,599
- Number of Hotels, Motels, Bed and Breakfasts, and Casino Hotel Properties - 681
- Number of Hotel Rooms in County of San Diego - 68,954
- Number of Hotel Rooms in the City of San Diego - 40,158
- Number of Hotel Rooms in Downtown San Diego - 14,878
- Number of Golf Courses - 72
- Number of Gaming Casinos - 9
- Number of Arts Institutions - 416
- Number of Craft Breweries - 150
- Annual SAN Airline Passengers
- CY 2024 - 12.5 Million
- CY 2025 - 12.6 Million
| CY 2024 | CY 2025 | |
|---|---|---|
| Annual SAN Airline Passengers | 12.5 Million | 12.6 Million |
| Annual Attendance at Major Attractions | 14.4 Million | 13.4 Million |
| Total Cruise Passengers | 258,572 | 315,451 |
| Embarking Passengers | 90,979 | 128,157 |
| CY 2024 | CY 2025 | |
|---|---|---|
| Primary Conventions | 61 | 61 |
| Attendees | 558,522 | 551,659 |
| Contracted Room Nights | 1,170,698 | 1,285,811 |
| Attendee Spending | $924.8 Million | $884.5 Million |
Meet America's Brightest City
While San Diego is known for its sunshine, scenic coastline, and laid-back vibe, the city is also a global hub for innovation, research, and forward-thinking industries. Here, a world-class business community, inspiring venues, and a year-round climate create the ideal environment for collaboration, creativity, and big ideas. From open-air waterfront spaces to cutting-edge convention center facilities, San Diego fuels smarter meetings - where fresh air, fresh perspectives, and bright minds come together to move ideas forward.
Fast Facts PDF Version
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