San Diego Tourism Authority (SDTA) marked a milestone 2024 fiscal year at its 70th Annual Meeting on November 13 at the revitalized Jacobs Music Center. The event, a gathering of more than 540 leaders in tourism, hospitality, and government, spotlighted the city’s significant achievements in economic growth and tourism. Highlighted were new visitor attraction statistics and international rankings underscoring San Diego’s thriving tourism industry.

For the fiscal year 2024, San Diego recorded an estimated 32 million visitors, a 2 million increase over the previous year, driving a remarkable $14.6 billion in direct local spending—a 2% rise from 2023. Steady tourism has boosted occupancy rates across San Diego’s hotels, which saw an average 73% occupancy rate in FY24, placing the city fourth in national rankings. Notably, visitors extended their stays to nearly four nights on average, a full night longer than pre-pandemic patterns, enhancing hotel revenue and city transient occupancy tax (TOT) collections.

The city’s transient occupancy tax generated a substantial $310 million, funds that will contribute to essential city services and community enhancements, reinforcing the tourism industry’s role in San Diego’s economic vitality. Through September, San Diego’s hotel occupancy maintained a strong 76%, outpacing major California cities like Los Angeles, Orange County, and San Francisco.

“We’re pleased to report strong results for fiscal year 2024, building on last year’s success with more visitors, a higher visitor spend, and best-in-the west hotel occupancy,” said Julie Coker, president and CEO of the San Diego Tourism Authority. “This stand-out performance speaks to San Diego’s appeal as a business and leisure destination, as well as our dedicated tourism community that ensures our visitors have a memorable experience and want to return again and again.” 

The San Diego Tourism Authority (SDTA) has introduced the San Diego Tourism Foundation, a charitable organization aimed at broadening opportunities for both residents and visitors while preparing San Diego’s travel and tourism industry for future growth. The Foundation will prioritize three main areas: empowering small businesses, fostering workforce development, and promoting destination stewardship to ensure sustainable tourism and economic vitality.

“The San Diego Tourism Foundation aims to elevate San Diego as an inclusive destination that is equitable and sustainable for all,” said SDTA Director of DEI and Community Engagement Theresa Cunningham, who oversees the foundation. “While the foundation and SDTA operate under a related governing body and share a common purpose, the foundation uniquely opens the door to new resources that will sustain our efforts to diversify and strengthen San Diego and support programs like our award-winning Tourism Accelerator. Through this work, SDTA is not only enhancing the local economy but also creating pathways for meaningful community impact.”

San Diego’s thriving tourism sector in fiscal year 2024 spurred remarkable economic growth, supported quality employment, and enriched community services, enhancing the well-being of local residents. Tourism contributed a total of $22 billion to the regional economy and was a vital source of employment, supporting more than one in every eight jobs in San Diego.

San Diego’s status as a top destination for leisure, conventions, and events also earned national accolades. For the second consecutive year, Condé Nast Traveler’s Reader’s Choice Awards ranked San Diego as the No. 2 Best Big City in the U.S., outshining destinations like Honolulu, New York, San Francisco, and Los Angeles.

This success stems from San Diego’s exceptional tourism offerings and warm hospitality, making it a standout U.S. destination. With stunning natural landscapes, adventurous outdoor activities, world-renowned attractions, rich arts and culture, and a celebrated culinary scene, San Diego delivers an unforgettable experience, leaving a lasting impact on visitors and residents alike. 

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