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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- 2023

  • The visitor industry employs 1 in 8 San Diegans.
  • Visitors spent an estimated $14.3 billion in 2023.
  • San Diego hosted an estimated 31.8 million visitors in 2023 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.

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

Visitor Industry Performance

An overview of industry volume and performance, including visitors, 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 28.8 million total visitors to San Diego County in 2022, more than half (16.5 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 2025.

State and U.S. Research Resources

  

 

Email requests or questions regarding any of the research to the Planning and Research Department; Nate Kelley at nkelley@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

2024 Breeders' Cup World Championships

Nov 1 - Nov 2, 2024

It all starts with Future Stars Friday, where the sport’s stars of tomorrow compete in five Juvenile (two-year-old) races. The non-stop action continues on Saturday where the Breeders’ Cup...

Event

December Nights

Forever Balboa Park
Dec 6 - Dec 7, 2024

Join us Dec. 6 and 7 in beautiful Balboa Park for the City of San Diego's largest free holiday festival. The family-friendly December Nights celebration brings visitors and locals together to...

Event

Fleet Week San Diego 2024

Nov 1 - Nov 11, 2024

Experience one of San Diego’s largest Military events featuring Military Displays, High Tech equipment in the Innovation Zone, Active Navy & Coast Guard Ship Tours, Live Music, Food, and Fun...

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