San Diego Tourism Stewardship Plan

2024-2034

The San Diego Tourism Authority is currently preparing the San Diego Tourism Stewardship Plan Update for 2024-2034. As the tourism and hospitality industry's official guide over the next decade and beyond, this plan would ensure that San Diego remains at the forefront of traveler preferences and sustains its reputation as a world-class destination.

Cover of the San Diego Draft Stewardship Plan

Our final draft is here. We welcome your feedback.

Thank you to the stakeholders, community organizations, businesses and residents who generously provided their valuable time and feedback at numerous forums, interviews, and focus groups held throughout San Diego to inform San Diego's 2024-2034 Tourism Stewardship Plan. Your perspectives have been key to outlining a framework for the city to foster economic growth in our tourism industry while preserving San Diego's unique identity and enhancing the overall quality of life for our residents. Please review the draft stewardship plan and provide feedback by October 18^th via the links below.

For additional context, please read the San Diego Poised to Launch 10-year Visionary Tourism Stewardship Plan blog post.

Review

Download the latest San Diego Draft Stewardship Plan, October 2024, to review.

Download

Feedback

Let us know if you have any additional feedback on the plan by October 18th.

Provide Feedback

Alana Faves at LaJolla Cove | San Diego CA

What is a San Diego Tourism Stewardship Plan?

A San Diego Tourism Stewardship Plan is a comprehensive and strategic framework that outlines goals, policies, and guidelines for the development, management, and promotion of tourism within a specific city, region, or destination. It typically involves input from various stakeholders, including government entities, tourism boards, local businesses, residents, and community groups.

Why does San Diego need one?

In essence, updating the San Diego Tourism Stewardship Plan is crucial for creating a balanced and sustainable tourism industry that benefits not only our cherished visitors but also our local community. It aims to foster economic growth while preserving San Diego's unique identity and enhancing the overall quality of life for our residents for decades to come!

We're taking a collaborative approach to ensure a bright future for our region:

Over the course of 2024, the San Diego Tourism Authority and its partners will conduct comprehensive research, industry and community engagement, and strategic planning to inform the plan update. A San Diego Tourism Stewardship Plan Update Steering Committee, composed of industry and public sector leaders, has been formed to help guide the process. Steering Committee members include:

Colleen Anderson, San Diego Tourism Marketing District
Jaymie Bradford, San Diego Regional Chamber of Commerce
Tracy Borkum, Urban Kitchen Group
Hampton Brown, San Diego Regional Airport Authority
Josh Callery-Coyne, Downtown San Diego Partnership
Shawn Dixon, San Diego Zoo Wildlife Alliance
Martha Gilmer, San Diego Symphony
Steve Hill, City of San Diego – Office of Mayor Gloria
Kazeem Omidiji, San Diego Gas & Electric
Clifford "Rip" Rippetoe, San Diego Convention Center
Eduardo Velasquez, San Diego Regional EDC
John David Wicker, San Diego State University & Sports San Diego

Updates

Destination Performance Assessment Report (PDF)

We want to hear from you!

Please stay tuned for more information and opportunities to help shape the San Diego Tourism Stewardship Plan update. We'd love to hear from you and hope you will sign up today!

Get Updates

This project is funded through a grant provided by Visit California through an award under Federal Grant Award 07-79-07802 by the Economic Development Administration under §703 and 209 of the Public Works and Economic Development Act of 1965, as amended, 42 U.S.C. §§ 3149 and 3233.

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