Tourism Accelerator Opens Doors for San Diego’s Diverse and Sustainable Small Businesses
The San Diego Tourism Authority (SDTA)’s award-winning Tourism Accelerator program is now accepting applicants for its 2026 cohort, inviting San Diego County business owners to tap into the travel industry and take their businesses to the next level.
Now in its fifth year, the program has expanded to welcome tourism-related businesses with a strong focus on environmental sustainability. It continues to support businesses led by women, veterans, people of color, members of the LGBTQ+ community, and other underrepresented groups. Past participating businesses include bars and restaurants, museums, retail shops, tour operators, and venue and event services.
“I am inspired by the initial success of the Tourism Accelerator program,” said Daniel Kuperschmid, President and CEO of the San Diego Tourism Authority. “Over 40 businesses have participated since the inception of the program, with 65% reporting revenue growth as a result of their participation, and 45% reporting that they hired additional staff to help support the growth of their business. Tourism makes a positive difference in our community in obvious ways, but this is an example of how it helps small business to grow.”
Up to 15 selected participants will receive $15,000 in complementary benefits and services, including:
- Free SDTA membership, free admission to select events and special access to SDTA senior staff, board members and program investors.
- Business services and coaching from the top providers in San Diego in finance, risk management, commercial real estate, operations and marketing.
- A $500 voucher for a course through UC San Diego Extension.
- Free advertising in brochure racks at over 450 locations in San Diego from Certified Folder.
- A $1,000 credit to use on SDTA’s digital advertising platforms.
- Connection to the SDTA Accelerator network of entrepreneurs and community partners, providing ongoing collaboration, mentorship, and opportunities for growth.
"Being part of the San Diego Tourism Accelerator has been pivotal in helping us refine our vision, mission, and voice,” said Valerie Urrutia, a 2025 Tourism Accelerator participant who owns Surje Coffee Co. “This program not only gave us the tools and support to navigate our evolution but also deepened our connection to San Diego’s vibrant culture and tourism community."
The dynamic Tourism Accelerator is the first destination marketing organization program of its kind, designed to promote inclusion and sustainability in the tourism industry. Tourism Accelerator graduates report an increase in business orders and opportunities, and a lasting connection to program alumni and the SDTA network.
“In San Diego, we believe tourism is for all,” said Theresa Cunningham, VP of People, Culture & Purpose at SDTA. “With support from its program sponsors, SDTA’s Tourism Accelerator provides resources and networks that help local, diverse entrepreneurs navigate the tourism industry and grow their businesses. As we enter year five, we’re excited to expand the program to support eco-conscious businesses and uplift sustainability efforts happening in our community.”
Tourism is the second largest industry in San Diego, directly employing more than 214,000 San Diegans. In 2024, San Diego welcomed 32.5 million visitors who spent $14.8 billion, creating $1 billion in San Diego County tax revenue, supporting roads, parks, emergency services, and overall quality of life in the region.
Applications will be accepted through Nov. 20, 2025. Learn more about the program and apply here.