Study Unveils Stable Wages and Low Barriers to Entry Empower Economic and Social Mobility

Highlighting the multifaceted nature of San Diego’s tourism economy, a new groundbreaking study, "Elevating Opportunities: San Diego's Tourism Jobs Create Economic and Social Mobility," by the San Diego Tourism Authority (SDTA) and the San Diego Regional Policy & Innovation Center showcases the substantial social and economic mobility offered to the local workforce by the city’s thriving tourism industry. Findings of the report also challenge conventional notions about tourism jobs and the types of industries sustained directly or indirectly by visitor spending.  

“San Diego's tourism industry is a powerful engine driving economic and social progress,” said Julie Coker, President and CEO of the San Diego Tourism Authority. “As the industry flourishes throughout our region, San Diego residents benefit from the direct and indirect spending by visitors. Tourism plays a vital role in elevating communities, supporting small and large local businesses, creating rewarding career opportunities, and inspiring San Diegans to consider the diverse and abundant options available within the sector.”

At a time when Tourism Economics estimates there are more than 13,000 tourism job openings in the San Diego region, the comprehensive study reveals that stable wages and versatility of employment opportunities are a hallmark of jobs within and related to the tourism industry. Contrary to popular belief, only slightly more than half of 214,000 total tourism jobs fall within the leisure and hospitality segment. The remaining positions span an array of sectors including finance, information technology, legal services, and more. Direct tourism jobs in the City of San Diego boast an average hourly wage of $28, and adding in indirect tourism jobs, workers in the industry command $32 per hour. This marks a significant departure from conventional wisdom that inaccurately estimated hourly wages at a much lower figure.

“The tourism industry is vital to San Diego’s economy, and to the lives of the residents working in the 214,000 jobs it provides,” said Daniel Enemark, PhD, chief economist at the San Diego Regional Policy & Innovation Center. “This report dispels unfair myths about the industry, showing the large number of high-quality tourism jobs.  It also reveals worker’s priorities and insights for further improving those jobs and attracting future workers.”

Bringing life to the report’s statistics and research, real life stories of employees from the San Diego Zoo Wildlife Alliance, San Diego County Fair, The Brigantine Company, Access Trax, Hilton San Diego Gaslamp Quarter Hotel, and Sesame Place San Diego among others are featured in the report. Backed in part by interviews with more than 500 individuals of the region’s tourism industry, key findings listed in the report include how tourism jobs:

1. Promote Economic and Social Diversity: Contrary to common perceptions, the tourism industry encompasses a myriad of roles beyond leisure and hospitality. Of the 214,000 jobs directly and indirectly supported by tourism, only about 110,000 are in leisure and hospitality, while the rest are distributed across various sectors. From hoteliers to legal experts and general contractors to food purveyors, the potential for growth and advancement is vast, challenging conventional career paths.
2. Empower Mobility: A striking revelation is the industry's low barriers to entry and upward mobility opportunities. More than 70% of tourism occupations do not require a college degree, and approximately three-quarters demand minimal or no on-the-job training. 
3. Provide Flexible Stability: Tourism jobs offer the rare combination of part-time flexibility and stable wages. A staggering 89% of surveyed employees expressed satisfaction with their earnings. This stability is particularly valuable for students and families, as well as for those seeking dynamic career changes.
4. Offer Compelling Wages: Tourism jobs, both direct and indirect, command notable living wages. On average, hourly wages for directly supported jobs by visitor spending stand at $28 per hour. When taking into account the broader indirect employment within the industry, the average hourly wage reaches $32 per hour.
5. Create Industry Continuity: The survey revealed the majority of tourism workers who had previous tourism jobs remained within the industry in their current roles. Despite relatively high turnover, the tourism ecosystem is able to create a sustainable workforce with consistent growth as workers shift within the industry.

According to Nate Kelley, director of research at SDTA, “These findings change the perception around the value and the quality of tourism jobs within our region and show that tourism offers a viable path to economic and financial well-being through a whole host of channels.”     

In addition to the record-breaking $22 billion in economic impact generated by San Diego’s vibrant tourism industry in 2022, the substantial, positive effects this industry has on the region as outlined in the report cannot be disputed. Visitor spending in direct tourism sectors cascades into other areas of the economy, driving economic activity in real estate, management of companies and enterprises, employment services, and various other areas for the benefit of all San Diegans.

About San Diego Tourism Authority

San Diego Tourism Authority is a private, non-profit, mutual benefit corporation composed of approximately 920 member organizations, businesses, local governments, and individuals seeking a better community through the visitor industry. San Diego Tourism Authority members include tourism-related entities in such categories as lodging, dining, arts, attractions, shopping, and transportation, among others, as well as other companies indirectly involved in tourism. Visit sandiego.org to learn more.

About San Diego Regional Policy & Innovation Center

The San Diego Regional Policy & Innovation Center (PIC) is a 501(c)(3) organization that exists to conduct research and policy analysis and help solve the region’s biggest problems. Its founding partners include the San Diego Foundation, the County of San Diego, and the world’s leading think tank – The Brookings Institution. Over the next few years, PIC will continue building strong and diverse partnerships among the leaders of the region; use equity-centered research to identify the region’s biggest needs, and the best opportunities for change, and secure funding for potential solutions; challenge systemic inequities; and develop a pipeline of potential scalable projects and pilots that improve the lives of San Diegans. For more information, visit sdrpic.org.