Declaring the first official day of summer in San Diego today with a vibrant welcome, Board of Supervisors Chair Nora Vargas, Mayor Todd Gloria and leaders of the San Diego Zoo Wildlife Alliance joined the San Diego Tourism Authority (SDTA) to preview this summer’s best tourism offerings. From Comic-Con International to Padres games and the San Diego Zoo & Safari Park, local leaders are reminding San Diegans that a bustling tourism season fuels our regional economy, supports good jobs, and contributes to funding of essential services for the local community. To quantify known and not-so-obvious economic benefits, the SDTA also released its "Unpacking the Power of Tourism: Discovering the Hidden Value of a $22 Billion Industry" report at the press conference.
“Summer 2023 has officially begun in San Diego," said Julie Coker, president and CEO of the San Diego Tourism Authority. "Our local tourism attractions, restaurants, sports, and arts provide more than just vibrant entertainment and lifelong memories. San Diego’s $22 billion dollar tourism industry is a powerhouse of the regional economy, creator of good jobs, and direct contributor to investments that benefit the daily lives of San Diegans.”
When the tourism industry thrives, San Diegans reap the positive outcomes in many ways. Along with the latest economic data, the new report reveals the hidden benefit of visitors coming to San Diego for local communities, such as easing household tax burdens for residents by almost $1,000 through tax revenue generation, supporting 214,000 jobs across dozens of industries, funding needed infrastructure investments, and creating $4.24 billion in demand for businesses not directly linked to tourism.
“We’re celebrating the start of a summer of economic prosperity for our region’s tourism industry,” said Chairwoman Nora Vargas of the San Diego County Board of Supervisors. “When residents and visitors explore the binational region, stay overnight, and enjoy all the great things San Diego County has to offer like the Zoo or a game at PETCO Park to see my Padres – the quality of life improves for all San Diegans.”
Significant tax revenues generated by the tourism industry provide immense community benefit for San Diegans. Last year, the regional tourism industry generated more than $1 billion in tax revenues across San Diego County, including $360 million in Transient Occupancy Tax (TOT).
“Travel and tourism are central to the economic vitality of our City and to getting things done for San Diegans,” said Mayor Todd Gloria. “This industry helps pay the bills at City Hall through the room night tax – money that goes directly toward helping pay for police, fire, parks and recreation, and libraries, as well as supporting our world-class arts and culture amenities. In short, tourists help fund the very things that make San Diego a better place for everyone.”
In 2022, $13.6 billion of direct visitor spending was generated by 28.8 million visitors to San Diego. Delving deeper into the impact of tourism on the regional economy, the SDTA examined the industry's indirect and induced effects. The combined indirect and induced impacts of tourism amount to $9.1 billion – 42 percent of tourism’s total influence on San Diego’s economy.
“We’re proud to be an active member of the local community, an employer of thousands of residents, and a key contributor to the San Diego region’s second largest industry,” said Paul Baribault, President and Chief Executive Officer of San Diego Zoo Wildlife Alliance. “With summer officially here, the San Diego Zoo and San Diego Zoo Safari Park are ready to welcome members, neighbors, and visitors to enjoy all we have to offer.”
To officially celebrate the first day of summer in San Diego at the press conference, local leaders invited a parade of more than two dozen icons of the tourism industry to unfurl a bright and inviting “Welcome to Summer in San Diego” banner. The parade contingent of the tourism industry included mascots and representatives of the San Diego Zoo, San Diego Regional Chamber of Commerce, SeaWorld San Diego, Legoland California, San Diego Padres, and Sesame Place San Diego, among others
