San Diego County Visitor Industry Research & Reports

Access the latest market intelligence to inform your business planning.

Member Planning Brief

Lodging Performance

Latest Weekly Hotel Performance (STR)

Latest Monthly Hotel Performance

Hotel Development

Tourism Industry Facts - 2024

  • The visitor industry employs 1 in 8 San Diegans.
  • Visitors spent an estimated $14.8 billion in 2024.
  • San Diego hosted an estimated 32.5 million visitors in 2024 and is a top U.S. travel destination.
  • The industry generates more than $1.0 billion annually in state and local transient occupancy, sales, and property taxes, benefiting county households by nearly $1,000 on average..

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

Visitor Industry Performance

An overview of industry performance, including visitors, attraction attendance, air arrivals, hotel performance and other key industry metrics.

Travel Industry Forecast

Future Demand Calendar

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 32.5 million total visitors to San Diego County in 2024, more than half (18.0 million) stayed overnight in a hotel, a private home, or other accommodations. It is possible to purchase further detail from the 2024 study to support your marketing efforts given that the study sample is large enough for your needs and the questions are relevant. The next visitor profile study will be fielded in 2026, and the results will be available summer 2027.

Citywide

Single Property

Hotel Sales Leader Call

Destination Marketing Plans

State and U.S. Research Resources

Email requests or questions regarding any of the research to the Planning and Research Department; Nate Kelley at [email protected]