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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

Farmers Insurance Open

Farmers Insurance Open
Jan 22 - Jan 25, 2025

The PGA TOUR’s Farmers Insurance Open is played annually at the Torrey Pines Golf Course in La Jolla, home of the 2008 & 2021 U.S. Open. Mark your calendars now, because one of San...

Event

San Diego International Auto Show

Dec 28, 2024 - Jan 1, 2025

Where the cars are the stars! The San Diego International Auto Show features the widest variety of new vehicles under one roof.

Event

Dr. Seuss's How the Grinch Stole Christmas!

The Old Globe
Nov 6 - Dec 31, 2024

Dr. Seuss’s How the Grinch Stole Christmas! is a wonderful, whimsical musical based upon the classic Dr. Seuss book. Back for another incredible year, the family favorite features the songs...

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